Why children need podcasts
Listening instead of reading: The bedtime story is a nice ritual, says W&V author Stephan Schreyer - and argues that companies should make even more use of the potential of the young target group.
Text: Stephan Schreyer
Who doesn't like to remember that? Every evening the same, soothing, beautiful ritual: pyjamas on, teeth brushed - and then the bedtime story. Either read aloud or listened to on a cassette or CD. The cosy warm feeling of security from childhood days remains into adulthood. The audio book and radio play market has been growing for years. The best example of this is "The Three ???". In the meantime, they are even available as a live event.
Digital listening is becoming more and more common
But back to the children. 86 per cent listen to stories regularly - and for five hours a week.* Increasingly, they listen digitally. Via smartphone, smart speaker or Toniebox. This is a highly exciting market for companies and marketing:
- Audio is more "positively" charged compared to video, parents regulate audio significantly less than video
- Audio can be consumed by all - even those who cannot (yet) read
- Audio stimulates the imagination, creates images in the mind, promotes creativity and above all loyalty (keyword "The Three ???").
In short: audio plays, audio books and "knowledge to the ears" are the safe "audio haven" for children and young people. Audio is now a fixed content component of children's and young people's everyday lives. This creates completely new and different challenges and opportunities for marketing. Why audio is currently (still) so little used as a great opportunity in the customer journey, especially for children and young people, is beyond me. It is simply wasted potential. Reason: depending on the study, up to three quarters of parents are open to podcasts from companies for children - even if they come from companies.