Podcasts in Colour
Everyone has a voice. At Acast, we want to champion all voices. Not just the loudest.
Podcasting is a place filled with diverse voices, from creators to the audiences they connect with. No matter who you are, where you’re from or how you identify - there is a podcast for you. At Acast, we are providing more ways for more voices to be heard.
Acast is home to 140,000 podcast voices, many of which are underrepresented in mainstream media. It’s one of the reasons podcasting has become such a rich space for conversations and communities to come together, to hear stories and experiences they relate to and connect with personalities that represent who they are.
In the UK, podcast audiences from ethnic minority backgrounds are 2x more likely to listen to podcasts (compared to audiences from white backgrounds). In the US, LGBT listeners spend +48% more time with podcasts than the general population. And we are seeing female voices within podcasting increase globally.
Understanding the value of diverse creators and their audiences is becoming (and should be) a serious consideration for advertisers.
Diverse voices, powerful reach for brands
Acast has introduced a new advertiser opportunity to engage with the untapped influence of diverse creators and their audiences. Podcasts in Colour is an initiative aimed at aligning brands with underrepresented groups - to unlock new audience reach by leveraging the power and influence of diverse podcast creators.
Launching in the UK, advertisers can access a unique and curated content vertical featuring loved and respected creators from ethnic minority backgrounds, the queer community, female podcasters, emerging voices and other underrepresented voices that deserve to be heard.
Through audio ads, sponsorships and larger partnerships, brands will not only be supporting diversity in the media and creator space, but they will also be reaching untapped, valuable audiences.
The Podcasts in Colour vertical features podcasts like 3 Shots of Tequila, The Gossip Gays, The Receipts, How to be 60 & 90s Baby Show - among many others.
Temi Alchemy from 90s Baby Show has said of the initiative, “we are really excited to be involved in Acast’s Podcasts in Colour initiative, as it provides us a new opportunity to shift advertiser perceptions and showcase the value of partnering with creators like us and accessing our amazing audiences.”
90s Baby Show have been a significant audience and commercial success, collaborating with numerous brands looking to authentically connect with their fans - from Google, Audible, Sky and the NHS.
Their omnichannel partnership with the NHS, aimed at driving awareness amongst the black community about the importance of blood donation and Sickle Cell, saw incredible results with above benchmark engagement and even mobilised their audience to voluntarily donate blood.
This is just one example. There are a range of creators that brands can collaborate with through Acast’s Podcasts in Colour initiative.
The podcast industry is filled with diverse voices from a range of backgrounds. We want these voices to be heard. We want to add more colour to podcast advertising.
Everyone has a voice. At Acast, we want to champion all voices. Not just the loudest.
Podcasting is a place filled with diverse voices, from creators to the audiences they connect with. No matter who you are, where you’re from or how you identify - there is a podcast for you. At Acast, we are providing more ways for more voices to be heard.
Acast is home to 140,000 podcast voices, many of which are underrepresented in mainstream media. It’s one of the reasons podcasting has become such a rich space for conversations and communities to come together, to hear stories and experiences they relate to and connect with personalities that represent who they are.
In the UK, podcast audiences from ethnic minority backgrounds are 2x more likely to listen to podcasts (compared to audiences from white backgrounds). In the US, LGBT listeners spend +48% more time with podcasts than the general population. And we are seeing female voices within podcasting increase globally.
Understanding the value of diverse creators and their audiences is becoming (and should be) a serious consideration for advertisers.
Diverse voices, powerful reach for brands
Acast has introduced a new advertiser opportunity to engage with the untapped influence of diverse creators and their audiences. Podcasts in Colour is an initiative aimed at aligning brands with underrepresented groups - to unlock new audience reach by leveraging the power and influence of diverse podcast creators.
Launching in the UK, advertisers can access a unique and curated content vertical featuring loved and respected creators from ethnic minority backgrounds, the queer community, female podcasters, emerging voices and other underrepresented voices that deserve to be heard.
Through audio ads, sponsorships and larger partnerships, brands will not only be supporting diversity in the media and creator space, but they will also be reaching untapped, valuable audiences.
The Podcasts in Colour vertical features podcasts like 3 Shots of Tequila, The Gossip Gays, The Receipts, How to be 60 & 90s Baby Show - among many others.
Temi Alchemy from 90s Baby Show has said of the initiative, “we are really excited to be involved in Acast’s Podcasts in Colour initiative, as it provides us a new opportunity to shift advertiser perceptions and showcase the value of partnering with creators like us and accessing our amazing audiences.”
90s Baby Show have been a significant audience and commercial success, collaborating with numerous brands looking to authentically connect with their fans - from Google, Audible, Sky and the NHS.
Their omnichannel partnership with the NHS, aimed at driving awareness amongst the black community about the importance of blood donation and Sickle Cell, saw incredible results with above benchmark engagement and even mobilised their audience to voluntarily donate blood.
This is just one example. There are a range of creators that brands can collaborate with through Acast’s Podcasts in Colour initiative.
The podcast industry is filled with diverse voices from a range of backgrounds. We want these voices to be heard. We want to add more colour to podcast advertising.
