News podcasts are an important medium for delivering the latest news and updates to audiences. They are an effective way to reach new, younger audiences, and engage with them in ways that traditional news outlets cannot.
A majority of podcast listeners say they trust the news they hear on these programs, and about three-quarters report hearing about news they would not have heard otherwise. Compared to social media, which is a common source of news for Americans, podcast listeners are much more likely to report that they find the information on these platforms to be accurate.
Podcasts are also unique in that they can be consumed in moments when a screen would get in the way or where it is illegal to look at a screen, such as when people are driving, working out, or doing chores around the house. In addition, many people who listen to news podcasts say they do so because they enjoy them.
While the popularity of podcasts is rising, there are some challenges to this new format for journalism. For one, the high number of available podcasts makes it difficult for listeners to find the shows they like and want to return to. Additionally, there is a risk that listeners will become fatigued with podcasts with excessive advertising or repetitive content. While some podcasts are successful at leveraging strong host-listener relationships to overcome these issues, others have not. For these reasons, it is important that news organizations collaborate with a partner who understands the nuances of this emerging platform.