Category
Lifestyle
Assisted Choices
Trend cluster
Category
Podcast
Co-Branding
The popularity of several podcasts expands into branded products & platforms.
3.6
Trend score
Trend
What is the Podcast Co-Branding trend?
Podcast Co-Branding: As the popularity and engagement around podcast platforms grow, brands are starting to get involved through unique product and service partnerships. These tactics not only help to connect brands with more specific audiences, but it showcases the brand's willingness to tap into rising media and content platforms.
Insight
The consumer insight behind the Podcast Co-Branding trend
Consumers have an appreciation for more authentic brand initiatives as they outgrow and lose trust in the more traditional methods of engagement that brands tend to offer. Inserting these branded initiatives into parts of consumers' routines and rituals allow consumers to actually choose the marketing content they're engaging with–thereby establishing trust between the brand and the customer.
Trend themes
Themes within the Podcast Co-Branding trend
Three behaviours holding the trend together01
Branded Podcast Partnerships
Brands are partnering with podcast creators to expand reach and engagement, allowing for more authentic brand initiatives to be inserted into consumers' routines and gain their trust.
02
Screen Time Reduction Initiatives
Podcasts for children are seen as a way to reduce screen time and keep children entertained in an increasingly screened-in world.
03
Marketing Through Multimedia Collaboration
Brands are partnering across media and content platforms to expand reach and engagement through unique product and service partnerships.
Industry implications
What the Podcast Co-Branding trend means for industry
Where the trend changes the playbookFor
Technology
New retro podcast recording equipment opportunities would draw in prosumers who are looking for effective technology to record their personal social media accounts or for use when producing professional online content.
For
Beauty & Personal Care
Pairing skincare products like Talika's Eye Decompress with a relaxation podcast encourages consumers to make time for themselves and engage in a few moments of self-care.
For
Alcohol
Partnering with popular podcasts like 'Spittin' Chiclets' allows for the creation of new products like New Amsterdam Vodka's Pink Whitney to engage with a growing and passionate fanbase.
Workshop question
How might you integrate emerging consumer content and media platforms into your business model?
Trend signals
Trend signals for Podcast Co-Branding
Trend score 3.6 out of 10, from popularity 61%, activity 38%, freshness 9%.
Popularity61%
Activity38%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Podcast Co-Branding trend
6 featured examples from Nov 16, 2017 to Mar 3, 2020CategoryLifestyle
Podcast-Inspired Alcoholic Drinks
The 'Pink Whitney' is Inspired by a Popular Sports Podcast
Opportunity for alcohol beverage manufacturers to collaborate with podcasts and create tailored drinks based on podcast content.
CategoryFashion
Podcast-Paired Eye Masks
Talika's Soothing Eye Mask is Combined with a Relaxation Podcast
Incorporating innovative accessories like podcast-paired eye masks can differentiate skincare brands and provide unique solutions for targeted skincare concerns.
CategoryTech
Retro Podcast Recording Equipment
The 'Sony On Air' Draws Inspiration from Old Designs
Opportunity for consumer electronics manufacturers to tap into the retro-themed technology market.
CategoryPop Culture
Kids Podcast Partnerships
PRX Teams Up With Night Vale and Gen-Z Media to do Podcasts for Children
The collaboration between PRX, Night Vale, and Gen-Z Media demonstrates a need for innovative, high-quality content that engages children and offers ample room for new entries int…
CategoryFashion
Podcast-Inspired Wristwatches
Goodhood and Timex's MK1 Watch Honors the 'S-Town' Podcast
The fashion industry can look to collaborate with personal brands, companies, and even podcasts to create unique and eye-catching designs.
CategoryTech
Travel Podcasts Series Launches
Four Seasons Made a Branded Podcast Encouraging Leap Day Travels
Travel brands can leverage podcast series to promote destinations and services.
