*This post is edited from the original, which was featured on Socialnomics.

I can personally say the way I consume media has drastically changed. I watch TV on Netflix or Hulu and don’t have cable. I enjoy original shows, clips, and programs on YouTube, listen to music on Spotify or Songza as well as one of the most unique new forms of entertainment; podcasts.

The podcasts I enjoy are simply digital copies of audio/radio broadcasts and interviews. My constant favorite for the past few years is the Nerdist Podcast which is great for entertainment purposes as well as stuff like the Smart People Podcast, Reply All, or Nerdette, which all have some great thought provoking content. What I think is the distinguishing feature of podcasts is how I am able to consume them. I can download them onto my smartphone, listen to them in the car or on the go with headphones while I work out for example. It’s awesome, original content coming out all year that is experiencing a boom recently, which in turn is a great opportunity for advertisers to create a unique relationship with their audience.

According to recent findings, at least 29% of Americans listen to audio podcasts (clumping in video bumps this number up), which is a sizable chunk consuming podcasts of all varieties on an array of topics. This means that consumers are getting on demand entertainment, news, and discussion on what they want most, creating a unique experience for them every time they listen. I know with the Nerdist Podcast, I feel like I’m catching up with friends when I listen to the podcast so whenever they talk about something, I follow up and heed their opinions. Check out these recent metrics that back up that sentiment:

67% of podcast listeners don’t mind sponsorship messages and occasionally find them useful, compared to only 6% positive sentiment expressed for the advertising approaches of television or commercial radio.

Nearly 80% of podcast consumers (responding to the survey), agreed that “when price and quality is equal,” they “prefer to buy products from companies that advertise on or sponsor” the podcasts they regularly enjoy.

Ninety percent of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context. (For the rest of the findings, click here)

Although I’m mostly highlighting podcasts here, it is clear that with this being a huge "new media" format, other mediums like music streaming sites and video streaming sites cater to the same sensibilities. We don’t want to be fed phony ads any longer. If I’m looking to buy a camera, I’m going to ask my friend who knows about cameras or reference customer reviews at the very least. Consuming is social and the advent of on-demand entertainment is linked with that. Advertisers should take notice and start to take advantage of this new possibility to create a more authentic, genuine connection with their customers.

Thanks for stopping by!