Feb 22, 2021
How Brands Can Effectively Advertise Within an Increasingly Diverse Podcast Market
Podcast listeners outspend non-listeners and UK listenership was set to grow 24%, but 66% of shows have a white male host. Here's how to connect with BAME audiences authentically.
⏱ 4 min read
By mediareach
Podcasting has become a lucrative space for brands. Listeners significantly outspend non-listeners on consumer goods and entertainment, and UK podcast listening was expected to grow by 24% in 2021.
The opportunity is real, but so is the diversity gap. The industry is now trying to fix it, with major platforms launching initiatives to promote BAME creators. For brands, that creates a new way to connect organically.
Expanding to New Audiences: The Diversity Gap
Nielsen's Audio Today Report found two thirds of US podcast listeners are white, 15% Hispanic and only 8% identify as non-white. Part of that is who is behind the mic: a survey of American podcasts found 66% had at least one white male host.
To change that, Spotify launched Sound Up to champion BAME podcast producers who could attract more diverse listeners. The programme gave 20 Black women and non-binary individuals a four-week bootcamp teaching essential podcasting skills.
One graduate, Sangeeta Pillai, went on to create Masala Podcast, a safe space for South Asian women to discuss taboo subjects. She said podcasting felt like it was for "white middle-class men talking about football" before Sound Up gave her confidence to launch.
It really shows that not only would we be diversifying the voices on the platform, but we're also diversifying who's consuming the podcast as well.
Abi Ogunmwonyi, Global Manager, Spotify Sound Up
Opportunities to Connect with BAME Listeners
For brands targeting BAME audiences, three approaches work:
Multilingual audio ads: Creating ads in different languages helps reach bilingual BAME audiences. US publishers are already doing it. iHeartRadio announced plans to translate more podcasts, Univision, a leader in Hispanic podcasting, expanded Spanish programming to capitalise on growth, and Wondery announced it would translate hit series Dr Death into seven languages including Mandarin, French and Spanish.
Think beyond the UK, language travels: A 4DC report found 18% of the UK regularly listens to podcasts, versus 58% in South Korea, 55% in Hong Kong and 47% in Taiwan. A brand could create Cantonese audio ads for Hong Kong that also resonate with Cantonese-speaking communities in the UK. Podcasts aren't live, so it's simpler to create campaigns that work across time zones.
Utilising BAME Talent
Sponsoring podcasts featuring BAME hosts or guests helps tap a more diverse audience authentically.
A survey found 74% of BAME women feel underrepresented in podcasting, and 84% said they would be more likely to listen to a podcast by a BAME woman. Pairing your message with BAME creators, or shows discussing issues relevant to BAME audiences, makes advertising feel relevant rather than targeted.
Want to Reach Diverse Podcast Audiences Authentically?
Mediareach plans multilingual audio and BAME creator sponsorships that don't just translate ads, they build trust with communities who outspend and stay loyal.
Sources & References
4DC Report 2019: Podcast listeners outspend non-listeners; 18% UK, 58% South Korea, 55% Hong Kong, 47% Taiwan regularly listen; UK expected +24% in 2021.
Nielsen Audio Today Report via MediaVillage: 2/3 US listeners white, 15% Hispanic, 8% non-white; 66% podcasts have at least one white male host (Big Podcast survey).
Spotify Sound Up: 20 Black women and non-binary bootcamp, Standard coverage, Sangeeta Pillai Masala Podcast, Abi Ogunmwonyi quote on diversifying voices and consumers.
iHeartRadio translation plans, Univision Hispanic podcast growth, Wondery Dr Death in 7 languages (Mandarin, French, Spanish).
Voice Online survey: 74% BAME women feel underrepresented, 84% more likely to listen to BAME woman host.
diverse podcast market
podcast advertising BAME
Spotify Sound Up
Masala Podcast
BAME podcast creators
multilingual podcast ads
Cantonese podcast advertising
podcast listeners outspend
Nielsen podcast diversity
BAME women podcast survey
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.
Feb 22, 2021
How Brands Can Effectively Advertise Within an Increasingly Diverse Podcast Market
Podcast listeners outspend non-listeners and UK listenership was set to grow 24%, but 66% of shows have a white male host. Here's how to connect with BAME audiences authentically.
⏱ 4 min read
By mediareach
Podcasting has become a lucrative space for brands. Listeners significantly outspend non-listeners on consumer goods and entertainment, and UK podcast listening was expected to grow by 24% in 2021.
The opportunity is real, but so is the diversity gap. The industry is now trying to fix it, with major platforms launching initiatives to promote BAME creators. For brands, that creates a new way to connect organically.
Expanding to New Audiences: The Diversity Gap
Nielsen's Audio Today Report found two thirds of US podcast listeners are white, 15% Hispanic and only 8% identify as non-white. Part of that is who is behind the mic: a survey of American podcasts found 66% had at least one white male host.
To change that, Spotify launched Sound Up to champion BAME podcast producers who could attract more diverse listeners. The programme gave 20 Black women and non-binary individuals a four-week bootcamp teaching essential podcasting skills.
One graduate, Sangeeta Pillai, went on to create Masala Podcast, a safe space for South Asian women to discuss taboo subjects. She said podcasting felt like it was for "white middle-class men talking about football" before Sound Up gave her confidence to launch.
It really shows that not only would we be diversifying the voices on the platform, but we're also diversifying who's consuming the podcast as well.
Abi Ogunmwonyi, Global Manager, Spotify Sound Up
Opportunities to Connect with BAME Listeners
For brands targeting BAME audiences, three approaches work:
Multilingual audio ads: Creating ads in different languages helps reach bilingual BAME audiences. US publishers are already doing it. iHeartRadio announced plans to translate more podcasts, Univision, a leader in Hispanic podcasting, expanded Spanish programming to capitalise on growth, and Wondery announced it would translate hit series Dr Death into seven languages including Mandarin, French and Spanish.
Think beyond the UK, language travels: A 4DC report found 18% of the UK regularly listens to podcasts, versus 58% in South Korea, 55% in Hong Kong and 47% in Taiwan. A brand could create Cantonese audio ads for Hong Kong that also resonate with Cantonese-speaking communities in the UK. Podcasts aren't live, so it's simpler to create campaigns that work across time zones.
Utilising BAME Talent
Sponsoring podcasts featuring BAME hosts or guests helps tap a more diverse audience authentically.
A survey found 74% of BAME women feel underrepresented in podcasting, and 84% said they would be more likely to listen to a podcast by a BAME woman. Pairing your message with BAME creators, or shows discussing issues relevant to BAME audiences, makes advertising feel relevant rather than targeted.
Want to Reach Diverse Podcast Audiences Authentically?
Mediareach plans multilingual audio and BAME creator sponsorships that don't just translate ads, they build trust with communities who outspend and stay loyal.
Sources & References
4DC Report 2019: Podcast listeners outspend non-listeners; 18% UK, 58% South Korea, 55% Hong Kong, 47% Taiwan regularly listen; UK expected +24% in 2021.
Nielsen Audio Today Report via MediaVillage: 2/3 US listeners white, 15% Hispanic, 8% non-white; 66% podcasts have at least one white male host (Big Podcast survey).
Spotify Sound Up: 20 Black women and non-binary bootcamp, Standard coverage, Sangeeta Pillai Masala Podcast, Abi Ogunmwonyi quote on diversifying voices and consumers.
iHeartRadio translation plans, Univision Hispanic podcast growth, Wondery Dr Death in 7 languages (Mandarin, French, Spanish).
Voice Online survey: 74% BAME women feel underrepresented, 84% more likely to listen to BAME woman host.
diverse podcast market
podcast advertising BAME
Spotify Sound Up
Masala Podcast
BAME podcast creators
multilingual podcast ads
Cantonese podcast advertising
podcast listeners outspend
Nielsen podcast diversity
BAME women podcast survey
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.
Feb 22, 2021
How Brands Can Effectively Advertise Within an Increasingly Diverse Podcast Market
Podcast listeners outspend non-listeners and UK listenership was set to grow 24%, but 66% of shows have a white male host. Here's how to connect with BAME audiences authentically.
⏱ 4 min read
By mediareach
Podcasting has become a lucrative space for brands. Listeners significantly outspend non-listeners on consumer goods and entertainment, and UK podcast listening was expected to grow by 24% in 2021.
The opportunity is real, but so is the diversity gap. The industry is now trying to fix it, with major platforms launching initiatives to promote BAME creators. For brands, that creates a new way to connect organically.
Expanding to New Audiences: The Diversity Gap
Nielsen's Audio Today Report found two thirds of US podcast listeners are white, 15% Hispanic and only 8% identify as non-white. Part of that is who is behind the mic: a survey of American podcasts found 66% had at least one white male host.
To change that, Spotify launched Sound Up to champion BAME podcast producers who could attract more diverse listeners. The programme gave 20 Black women and non-binary individuals a four-week bootcamp teaching essential podcasting skills.
One graduate, Sangeeta Pillai, went on to create Masala Podcast, a safe space for South Asian women to discuss taboo subjects. She said podcasting felt like it was for "white middle-class men talking about football" before Sound Up gave her confidence to launch.
It really shows that not only would we be diversifying the voices on the platform, but we're also diversifying who's consuming the podcast as well.
Abi Ogunmwonyi, Global Manager, Spotify Sound Up
Opportunities to Connect with BAME Listeners
For brands targeting BAME audiences, three approaches work:
Multilingual audio ads: Creating ads in different languages helps reach bilingual BAME audiences. US publishers are already doing it. iHeartRadio announced plans to translate more podcasts, Univision, a leader in Hispanic podcasting, expanded Spanish programming to capitalise on growth, and Wondery announced it would translate hit series Dr Death into seven languages including Mandarin, French and Spanish.
Think beyond the UK, language travels: A 4DC report found 18% of the UK regularly listens to podcasts, versus 58% in South Korea, 55% in Hong Kong and 47% in Taiwan. A brand could create Cantonese audio ads for Hong Kong that also resonate with Cantonese-speaking communities in the UK. Podcasts aren't live, so it's simpler to create campaigns that work across time zones.
Utilising BAME Talent
Sponsoring podcasts featuring BAME hosts or guests helps tap a more diverse audience authentically.
A survey found 74% of BAME women feel underrepresented in podcasting, and 84% said they would be more likely to listen to a podcast by a BAME woman. Pairing your message with BAME creators, or shows discussing issues relevant to BAME audiences, makes advertising feel relevant rather than targeted.
Want to Reach Diverse Podcast Audiences Authentically?
Mediareach plans multilingual audio and BAME creator sponsorships that don't just translate ads, they build trust with communities who outspend and stay loyal.
Sources & References
4DC Report 2019: Podcast listeners outspend non-listeners; 18% UK, 58% South Korea, 55% Hong Kong, 47% Taiwan regularly listen; UK expected +24% in 2021.
Nielsen Audio Today Report via MediaVillage: 2/3 US listeners white, 15% Hispanic, 8% non-white; 66% podcasts have at least one white male host (Big Podcast survey).
Spotify Sound Up: 20 Black women and non-binary bootcamp, Standard coverage, Sangeeta Pillai Masala Podcast, Abi Ogunmwonyi quote on diversifying voices and consumers.
iHeartRadio translation plans, Univision Hispanic podcast growth, Wondery Dr Death in 7 languages (Mandarin, French, Spanish).
Voice Online survey: 74% BAME women feel underrepresented, 84% more likely to listen to BAME woman host.
diverse podcast market
podcast advertising BAME
Spotify Sound Up
Masala Podcast
BAME podcast creators
multilingual podcast ads
Cantonese podcast advertising
podcast listeners outspend
Nielsen podcast diversity
BAME women podcast survey
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.