In the ever-evolving landscape of podcasting, a fascinating trend has emerged – listeners are using podcasts to help them fall asleep. Yes, you read that right!
In a recent piece of news by Acast, we discovered that dreams are turning into dollars as almost 48% of podcast listeners across the globe tune in to sleep-inducing podcasts.
According to their study, two groups of listeners—the Midnight Meditators and Dreamland Distractors—use podcasts to help them sleep.
Imagine the soothing voice of a gentle narrator guiding you through a peaceful forest, or the tranquil sounds of rain tapping on your windowpane – these are just some of the elements that make sleep-inducing podcasts so popular. Listeners are increasingly turning to these podcasts as a way to relax, unwind, and eventually drift off into a peaceful slumber.
The 36% of listeners who use podcasts to help them fall asleep, known as Midnight Meditators, overwhelmingly choose podcasts in the Sleep and Relaxation categories. Less frequently, but still noteworthy, Midnight Meditators utilize podcasts on fiction and health and wellness to fall asleep.
The second category, Dreamland Distractors, accounts for 64% of those who use podcasts to go to sleep. This group frequently watches Comedy and True Crime to help them fall asleep.
Midnight Meditators and Dreamland Distractors listeners have a lot more in common than you may think when it comes to their nighttime rituals.
In this blog, we’ll explore this unique trend and how advertisers can capitalize on it.
Why Are Listeners Using Podcasts to Fall Asleep?
Escape from the Noise: In today’s fast-paced world, finding moments of calm can be challenging. Sleep-inducing podcasts provide an escape from the noise and chaos of daily life.
Anxiety and Stress Relief: Many people struggle with anxiety and stress, especially at bedtime. These podcasts offer a calming presence, helping listeners release their worries and find serenity.
Better Sleep Quality: A good night’s sleep is crucial for overall well-being. Sleep-inducing podcasts aid in improving sleep quality, making them a valuable tool for those battling insomnia or restless nights.
An Opportunity for Advertisers
Now, let’s see why this trend presents a remarkable opportunity for advertisers:
Engaged Audience: Sleep-inducing podcast listeners are highly engaged. As they tune in to relax and unwind, they are more likely to pay attention to the advertisements presented during the podcast.
Niche Targeting: Advertisers can precisely target their audience by selecting podcasts that align with their brand and message. For example, a sleep supplement company could advertise on a podcast dedicated to sleep stories or relaxation techniques.
Longer Listening Duration: These podcasts often have longer runtimes, which means more exposure for advertisers, increasing the chances of hearing an ad.
Trust and Authenticity: The intimate nature of these podcasts fosters trust between the host and the listener. Advertisers can leverage this trust to create authentic and persuasive ad campaigns.
If you’re considering advertising podcasts, here are some tips to make the most of this opportunity:
Choose the Right Podcasts: Research and select podcasts that align with your brand and target audience. Ensure that the podcast’s content and values resonate with your message.
Create Relaxing Ads: Craft advertisements that complement the soothing atmosphere of these podcasts. Soft, calming tones and messages can be more effective in this context.
Monitor Engagement: Keep a close eye on listener engagement and feedback. Adjust your ad campaigns based on performance metrics to maximize their impact.
Here are a few podcasts that you can listen to:
Nothing Much Happens- Bedtime Stories To Help You Sleep: https://open.spotify.com/show/6wegpF4BHu5dQG7sTg1Cz9?si=024a1fe84b614aff
Sleep With Me: https://open.spotify.com/show/6RLX4Ns3kRUQiJi7RZl4NA?si=b282ce0ade0b4118
Sukoon- The Sleep Podcast: https://open.spotify.com/show/6NPLnPvTjTGS5lEI1CpWhJ?si=a116f90e7cf44451
If you’re looking to start podcasting and don’t know which niche to tap into, jump into this latest trend of relaxing, calming podcasts. And if you need any help, get in touch with us here.
Recent Comments