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This will not come as a surprise to anyone. Coleman Insights has discovered that Joe Rogan is the biggest brand in podcasting. Rogan brought his star power from television, stand-up comedy, and the UFC to podcasting, and hit a home run with his, at times, very lengthy one-on-one interviews. Rogan came into podcasting with a strong brand and massive following already built in, something the indy podcaster doesn’t have the luxury of.
The Coleman Insights study of 1,000 18 to 64-year-old monthly podcast listeners conducted in May 2019 asked respondents to name as many podcasts as they could think of, regardless of whether they listened to them. Rogan was mentioned by 14% of all respondents, followed by Serial in second place at 6%. The only other podcasts that achieve “Unaided Awareness” levels above 3% are The Daily, This American Life, and My Favorite Murder, each of which was mentioned by 4% of the study’s respondents.
Coleman Insights will reveal more details from the study at Podcast Movement in Orlando next week.