Research Finds Podcasts are Safe Environment for Women

RADIO ONLINE | Thursday, March 31, 2022 | 4:47pm CT

Acast

Acast has released a study that explores how podcasts are a safe environment for women's health and wellness conversations and the brands and products that support them. The research stems from a report earlier this year from the Center for Intimacy Justice, which discovered that Facebook often rejects ads related to women's wellness conversations and products -- more so than ads for men's sexual products.

So what about podcasts? According to Acast's research, the podcast environment is a safe place for these important conversations and products that prioritize women's wellness, sexual health, reproduction, etc. Most notably, listeners expect these conversations from the medium, with an overwhelming 92% of podcast listeners saying they're open to hearing such conversations, and 57% saying they fully expect podcast hosts and guests to cover these sorts of subjects.

The survey also found that 38% of podcast listeners expect the ads they hear to cover sensitive and less-spoken-about topics. When asked which subjects in particular they want advertisers to cover, the top five were:

1. Mental health (74%)
2. Money problems and debt (57%)
3. Medical or health problems (54%)
4. Sexual health (50%)
5. Suicide (48%)