The RMS Podcast Study 2024 has just been published, the largest and most detailed survey on the topic in Germany (15,911 respondents in total). The positive news for advertisers: A third of people in Germany regularly listen to podcasts. And, most importantly, advertising in podcasts is accepted by users. Further results of the study conducted by Bonsai for RMS. Der Audiovermarkter:

Podcasts are an integral part of media consumption in Germany. According to the latest RMS Podcast Study, 33% of Germans regularly listen to podcasts, 23% even listen to them daily or several times a day.

There are several positive trends for advertisers: 46% of listeners consider audio advertising in the podcast environment to be contemporary. Three quarters of podcast users accept advertising in order to enjoy free content and 40 percent say they are aware of advertising and rate it positively. "If it is relevant to the content, advertising can be wonderfully integrated into the narrative," says Michael Voß, Client Partner at Bonsai Research, who was responsible for the study in the RMS expert interview on the topic: "The advertising is more memorable, is not perceived as disruptive and tends to be rated positively." Katharina Esser, Consultant at Bonsai and herself an enthusiastic podcast listener, finds the listeners' topic preferences particularly exciting: "Thanks to their variety of topics, podcasts make it possible to address specific target groups as well as reach a broad audience. Perfect for advertising that really resonates," says Katharina Esser. Because podcasts are also, but not only, entertainment. With "News of the day", "Politics" and "Documentary", three more political and social topics are in the top 5 of all content used. However, podcast advertising can do much more than just focus on these categories.

Stefan Mölling, CEO of RMS, emphasizes in the marketing magazine Horizont. The audio marketer: "Podcasts offer enormous opportunities, especially due to the possibility of being adapted to target groups based on data and in real time." As an example, Stefan Mölling cites a successful dynamic ad podcast campaign by Vodafone, which reached the target group with a total of 26 ad variants in environments such as true crime or comedy.

Detailed results of the new study are provided by RMS. Der Audiovermarkter on its website:

About the RMS Podcast Study 2024

For the representative online survey by Bonsai Research , a total of 15,911 people were surveyed from 30.08.24 - 16.9.2024, 5,314 of whom listen to podcasts at least once a month. This makes it the largest and most detailed podcast study in Germany.