According to a survey of regular podcast listeners in the UK, ‘engaging description’ was the most important reason for choosing a new podcast to listen to.

That answer came back with 70% of the users asked in the Statista survey, ahead of ‘Quality of Soundbite’ with 69% and ‘professional representation’ with 57%.

Half of the listeners agreed that the podcast rating was important while only 38% felt that the number of people who had reviewed the podcast effected their chances of listening.

Importantly for branded or sponsored content, just under half of the users revealed that a connection to a company or organisation that they trust would be an important motivation for them.