Podcasts are more popular than ever, and Millennials are driving their surge. According to Adobe Analytics, 25-34-year-olds drove a 60% rise in the number of people listening to podcasts via mobile apps, when compared to January 2018. And there’s a cash incentive for brands to keep an eye on the podcast boom: Adobe reports that six in ten listeners look up products and services they heard about in podcast ads, and nearly a quarter actually buy something. (LAT)
