Podcasts are popular campaign pit stops this election season

With less than two weeks to the presidential elections, podcasts are playing a crucial role in reaching voters. Former President Donald Trump taped a nearly three-hour episode with The Joe Rogan Experience (JRE) on Friday and has made 17 podcast appearances this year.

Even Vice President Kamala Harris sat down with Call Her Daddy and a few other podcasts last week, underscoring the importance of the medium that reaches millions.

More than half of Americans listen to at least one podcast a month, according to Sounds Profitable. They are more candid and allow for long-form conversations. Podcasts also appeal to candidates looking to connect with younger audiences who may not engage with traditional media like news channels, magazines, etc. They also have millions of consumers.

For example, The Joe Rogan Experience, hosted by standup comedian and UFC commentator Joe Rogan, has around 14.5 million Spotify followers and 17.5 million YouTube subscribers. Call Her Daddy draws 7.1 million people across platforms.

For comparison, Harris’s appearance on CBS’s 60 Minutes drew 5.7 million viewers, according to Nielsen ratings.

The Harris and Trump campaigns have recognized the value of podcast appearances, which provide a more intimate setting than TV interviews.

This non-traditional media format also helps reach a targeted audience. Most of JRE’s audience is men across the political spectrum, while the podcast Harris attended largely has female consumers.