Devora Rogers

If you work in research, the truth is after about 12 or 18, you start hearing a lot of the same things.

If you work in research, the truth is after about 12 or 18, you start hearing a lot of the same things.

If you work in research, the truth is after about 12 or 18, you start hearing a lot of the same things.

I mean, honestly, podcasts are pretty amazing. We've been tracking podcasts for 15 years. And for a long time, it was like they were down there with the dust bunnies. Nobody used them. They weren't driving influence. And now we see that they are widely used, I would say, by about 30 to 40 percent of the population. So there's people that don't use them. Fine.

I mean, honestly, podcasts are pretty amazing. We've been tracking podcasts for 15 years. And for a long time, it was like they were down there with the dust bunnies. Nobody used them. They weren't driving influence. And now we see that they are widely used, I would say, by about 30 to 40 percent of the population. So there's people that don't use them. Fine.

I mean, honestly, podcasts are pretty amazing. We've been tracking podcasts for 15 years. And for a long time, it was like they were down there with the dust bunnies. Nobody used them. They weren't driving influence. And now we see that they are widely used, I would say, by about 30 to 40 percent of the population. So there's people that don't use them. Fine.

But there's a decent audience that is really listening and really attuned and they really love the hosts. And so that can be a very powerful channel for brands. And a lot of brands have worried that podcasts are not brand safe because you can't control everything that happens. But consumers tell us that they do not penalize brands if something... I mean, it's different if it's like a bigoted show.

But there's a decent audience that is really listening and really attuned and they really love the hosts. And so that can be a very powerful channel for brands. And a lot of brands have worried that podcasts are not brand safe because you can't control everything that happens. But consumers tell us that they do not penalize brands if something... I mean, it's different if it's like a bigoted show.

But there's a decent audience that is really listening and really attuned and they really love the hosts. And so that can be a very powerful channel for brands. And a lot of brands have worried that podcasts are not brand safe because you can't control everything that happens. But consumers tell us that they do not penalize brands if something... I mean, it's different if it's like a bigoted show.

But if it's just like bad language... Consumers don't care.

But if it's just like bad language... Consumers don't care.

But if it's just like bad language... Consumers don't care.

Yeah, same, especially on Fridays.

Yeah, same, especially on Fridays.

Yeah, same, especially on Fridays.

Yeah. I mean, I think there's some really great, you know, speaking about podcasts, right? There's a lot of podcasters that use codes and that kind of thing. That gives you an opportunity to know what's working. We're seeing creators do that. Creators are certainly having a moment.

Yeah. I mean, I think there's some really great, you know, speaking about podcasts, right? There's a lot of podcasters that use codes and that kind of thing. That gives you an opportunity to know what's working. We're seeing creators do that. Creators are certainly having a moment.

Yeah. I mean, I think there's some really great, you know, speaking about podcasts, right? There's a lot of podcasters that use codes and that kind of thing. That gives you an opportunity to know what's working. We're seeing creators do that. Creators are certainly having a moment.

I'm a little bit worried about creators with the growth of AI because I worry that it could kind of turn things into slop. And that's not going to be good for consumers or brands, but that's an aside. I think you have to live with some level of uncertainty. You're never going to know everything. You just never will. But you can find out a lot.

I'm a little bit worried about creators with the growth of AI because I worry that it could kind of turn things into slop. And that's not going to be good for consumers or brands, but that's an aside. I think you have to live with some level of uncertainty. You're never going to know everything. You just never will. But you can find out a lot.