Although podcasting represented the most popular type of long-form content amongst B2B telecoms companies in July 2023-24, 12 months on, there is a shift if we dig into the numbers.
Of the five companies in our sample producing podcasts, 84% of the content comes from just two companies. Last year’s podcast leader, Deutsche Telekom, continues to dominate with a 49% share of all podcasts published.
This highlights that while podcasting is a growing trend, only a few key B2B telecoms players are driving the majority of content creation. Developing a sustainable pipeline of regular podcasts is a work in progress for many.