2028 Consumer Trend: Podcast & Restorers

So many platforms and channels, so little hints for trends. Fret not, we analyse recent reports from Nielsen and WGSN for your proactive branding and marketing planning 2028, in sports and lifestyle industries.

Podcast consumption in the US is hitting historic highs, but listen, 90% of all monthly subscribers choose to listen instead of watching, meaning video is not as important as most KOLs imagined. Branders should focus on theme, contents, pace of narrative, and even audio equipment investment.

🎯 Strategy: forget about YouTube video or Reel production. The question is always whether creators can make RELEVANT contents. There's no bullshit as targeting "the mass public". Inspire with knowledge, share personal, caring and enjoyable experience, and highlight values that build long-term support and loyalty.

Doubting relevance? Check out how a KOL with merely 5K Followers and 20 Likes per feed in average earns USD1 Million annually.

Among 10 top genres, namely comedy, news, society, crime, sports, business, history, health, music, and arts, sports has the most podcast viewers. One of the reasons is FIFA World Cup 2026, but also due to the variety of sports contents, from visual highlights, game replay, on-screen graphics to physical demos in events. Meanwhile, a BSI survey found that as many as 50% of aged 16-21 interviewees said "a social media curfew would improve their lives", 47% "would prefer to be young in a world without the internet".

🎯 Strategy: marketers and creators should never forget the 'quiet' sports content consumers. Mix fitness, health, lifestyle and even fashion into your sports- or event-related contents, engage local KOLs (not the influencers, but the real industry experts), redesign and redefine SPORTS as real-life experience is you answering consumers' online fatigue, a.k.a. start of your brand's success.

While APPs and platforms differ, users of social media can be roughly divided into two groups. The 'active' users seek information, entertainment, authenticity, simulation or healing, or even balance of life from social media contents. Meanwhile, 'passive' users choose contents that accompany them, or fill the gap, so to speak, at work or during downtime, driving, work-outs, shower, etc.

🎯 Strategy: consumer behaviours between the two groups are totally different. For passive users, create interactive game, direct responses, and promo codes to drive sales. For active ones, you can try whichever tactic you consider feasible, but bear in mind that content quality and brand ethics are eternally the first priority.

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