As the global boom in podcasting continues, new research has revealed that there are 1.3 million regular podcast listeners in the UAE.
That’s according to statistics released by broadcast specialists Markettiers MENA, supported by global podcasting consultancy 4DC.
The results revealed 16 percent of the UAE’s adult population are tuning into podcasts at least once a week.
Initial results also reveal nine in 10 (92 percent) of regular podcast listeners trust podcasts more than traditional media.
According to the report, podcast listeners’ trust slightly drops to 89 percent for radio and 86 percent for TV while social media fares worst in the trust stakes, with only 72 percent.
Cheryl King, managing director of Markettiers MENA, said: “The trust that podcast listeners place in the content they are listening to represents a huge opportunity that brands shouldn’t ignore.
“Although the podcast scene in the region is still in its relative infancy, it is clear that it is primed to take off, and forward-thinking brands can get ahead of the curve and capitalise on the appetite for this medium which is undergoing a renaissance like we’ve never seen before.”