In 2020, people have been turning to podcasts as a means of faux-companionship, to learn and stay informed about the current affairs that have been changing rapidly amid the virus and the US election. For Spotify, this has manifested in a strong Q3 return led by podcasts and ad studio channels.

With its acquisition of Gimlet Media and Anchor, Spotify is setting its sights on becoming the go-to destination for podcasts. It’s a sign of the medium’s growing influence as brands seek ways to tap engaged and young audiences who want immersive narratives that can hold their attention.

Podcast listeners are increasingly receptive to ads mid-stream, but a report shows that they're sensitive to ad volume, or the number of ads that appear. With podcasts booming during the pandemic, advertisers are rushing to the medium en masse, but they should be wary of putting people off.

Limited real-life interactions in lockdown have led many people to seek out online communications that allow for deeper, more intimate connections. Audio offers a welcome break from screen-based social media, but how can brands best harness this medium to stand out?