# Podcast Co-Branding The popularity of several podcasts expands into branded products & platforms. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Oct 20, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/podcast-cobranding ## Key Figures - Trend score: 3.6/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 16, 2017 to Mar 3, 2020 - Published: Oct 20, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Podcast Co-Branding trend ### 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. ### 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. ### Marketing Through Multimedia Collaboration Brands are partnering across media and content platforms to expand reach and engagement through unique product and service partnerships. ## What the Podcast Co-Branding trend means for industry ### For 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 for Podcast Co-Branding Trend score 3.6 out of 10, from popularity 61%, activity 38%, freshness 9%. - Popularity: 61% - Activity: 38% - Freshness: 9% ## Examples of the Podcast Co-Branding trend 6 featured examples from Nov 16, 2017 to Mar 3, 2020. - [Podcast-Inspired Alcoholic Drinks](https://www.trendhunter.com/trends/pink-whitney): The 'Pink Whitney' is Inspired by a Popular Sports Podcast (Category: Lifestyle) Implication: Opportunity for alcohol beverage manufacturers to collaborate with podcasts and create tailored drinks based on podcast content. - [Podcast-Paired Eye Masks](https://www.trendhunter.com/trends/soothing-eye-mask): Talika's Soothing Eye Mask is Combined with a Relaxation Podcast (Category: Fashion) Implication: Incorporating innovative accessories like podcast-paired eye masks can differentiate skincare brands and provide unique solutions for targeted skincare concerns. - [Retro Podcast Recording Equipment](https://www.trendhunter.com/trends/sony-on-air): The 'Sony On Air' Draws Inspiration from Old Designs (Category: Tech) Implication: Opportunity for consumer electronics manufacturers to tap into the retro-themed technology market. - [Kids Podcast Partnerships](https://www.trendhunter.com/trends/podcasts-for-children): PRX Teams Up With Night Vale and Gen-Z Media to do Podcasts for Children (Category: Pop Culture) Implication: 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… - [Podcast-Inspired Wristwatches](https://www.trendhunter.com/trends/mk1-watch): Goodhood and Timex's MK1 Watch Honors the 'S-Town' Podcast (Category: Fashion) Implication: The fashion industry can look to collaborate with personal brands, companies, and even podcasts to create unique and eye-catching designs. - [Travel Podcasts Series Launches](https://www.trendhunter.com/trends/travel-podcast-series): Four Seasons Made a Branded Podcast Encouraging Leap Day Travels (Category: Tech) Implication: Travel brands can leverage podcast series to promote destinations and services. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)