The 10 Podcast Statistics Every Marketer Should Know
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Podcast Statistics: 10 Podcast Stats Including Demographics, Audience, & Growth
Podcasting, while not new to the world of media, is experiencing industry disruption with the widespread adoption of mobile devices and on-demand content streaming services. Podcasts engage with consumers in a way that other mediums are unable to and advertisers will be hard-pressed to find another form of media that will occupy consumers’ lives in the same way.
We found the 10 most significant statistics about podcasting, its growth in recent years, demographics, and more that advertisers need to know.
Here are 10 podcast statistics relevant to marketers today:
- 3.3 billion podcasts were downloaded in 2015.
- The average listener spends 4+ hours weekly listening to podcasts.
- A U.S. podcast listener's annual salary is $10,000 above average.
- 150 million Americans know of podcasts.
- 65% of podcast listeners remember an ad they heard the day before.
- 64% of Americans listen to podcasts from a mobile device.
- 35+ billion people listen to podcasts every week.
- Half of all marketers are considering podcasts as an ad channel.
- 90% of advertisers think podcasting represents an untapped opportunity.
- Podcast listeners are 20% more likely to follow a brand's social media account.
Podcast Statistics And News For Marketers To Know
1. There were 3.3 billion download requests in 2015
Libsyn, a podcast hosting service, found that podcast downloads increased to 3.3 billion requests in 2015 but from 1.2 billion requests in 2012 (Pew Research). The same study also found that the company hosted 28,000 shows in 2015, and increase of 16,000 shows in 2013, representing a 75% growth in content providers within 2 years. This shows that more and more individuals and medias outlets are starting to enter the space to become the early influencers in the rediscovered medium.
2. 4 hours & 10 minutes is the average time spent listening to podcasts each week
Podcast listeners will spend an average of 4 hours and 10 minutes weekly on an average of 5 different podcasts (Edison Research). Because podcasts are both auditory and mobile mediums, they can be consumed at times when video media, such as text and video are inconvenient or impossible. For example, podcast content can be consumed while driving and commuting, or during housework or exercise. With over 4 hours listened every week, podcasts represent a significant portion of overall media consumption throughout a week.
3. U.S podcast listeners earn on average $10,000 more than the average American
Demographics for podcast listeners indicate that the majority are affluent and well-educated. In the US, the overall median income of podcast listeners is $63,000 while the median income of the average American surveyed was $53,000 (Edison Research). Impressively, 15% of podcast listeners make over $150,000 a year. Further, podcast listeners average at an average household income of $83,700 which exceeds the national average by $12,000 (Nielson). In terms of education, podcast listeners will be 44% more likely to be a college graduate and 71% more likely to have attended at least one year in college (Nielson; Edison Research).
4. 150 million Americans are aware of podcasting as a concept and product
55% of Americans over the age of 12, covering an estimated 150 million people, are aware of podcasting as a media format and content source (Edison Research). Further, over one-third of Americans have listened to a podcast, contributing to heightened consumer awareness of podcast content (Pew Research). Popularity of podcasts has been surging, a result of increased digital media consumption, which has led to the appearance of podcast in the greater media landscape. In fact, podcasts are expected to greater contribute to the $65 billion global audio market that includes broadcast radio, recorded music, and on-demand streaming services (TechCrunch).
5. Over 35 million people listened to podcasts weekly in 2016
Overall, podcast listening increased from 11% to 36%, translating into an estimated population of 98 million (Edison Research). Even more 21% of Americans over age 12 have listened to a podcast in the past month growing since a 12% share in 2013 (Pew Research). Certainly, podcasts are incrementally growing. Because podcasts listeners will form relationships with hosts and are loyal to show they are following, listeners will tend to return back to shows on a regular and timely basis, whether weekly or monthly (Columbia University).
6. 64% of Americans aged 12+ listened to podcasts most often on a mobile device
Improved technology has made podcasts more accessible and easier to consume. With 64% of American podcast listeners accessing podcast content through a mobile device, the rise of podcasts has been consistent with the increasing importance of smartphones in consumers’ lives (Pew Research). Podcast listening is also strongest on iOS with Apple leading with its native app and 1 billion listeners (Columbia University). However, Android mobile users remain a relatively untapped audience representing only 470 million listeners, and represent an opportunity for the medium to grow.
7. 65% of podcast listeners recall hearing an advertisement the next day
Engagement among podcast listeners is high. With 79% of listeners listening to podcasts immediately, providers can be sure that podcasts have consumption metrics (Edison Research). Among listeners who download podcasts, 55% of them will listen to the podcast within 24 hours of downloading it. Attention is also high within podcasts, with 65% of listeners recalling an ad after listening to a show a day earlier (Westwood One).
8. Over 50% of marketers & agencies are considering advertising on podcasts within the next 6 months
Ad spend on podcasts was estimated to be around $34 million dollars. Currently, advertisers are interested in spending on podcasts because surveys suggest that podcasts do not normally engender advertising aversion (Columbia University). Marketers are finding that people do not mind ads within podcasts because they are read by their hosts and because they are naturally woven into the content. Similar to tactics seen in video influencer marketing, marketing through podcast influencers means that there is a transference of credibility. This means that advertisements or sponsorships on podcasts come off as authentic and customize.
9. 9 out of 10 marketers believe that podcasting represents uncharted territory & opportunity
Podcast advertising, while not new, has not largely been explored. Half of surveyed radio buyers and planners believe that podcast advertising is worth serious consideration, and 38% believe that they will experiment with advertising in podcasting in the near future (Westwood One). The same study also shows that 41% of marketers have discussed podcasting, but only 15% are currently advertising. Marketers should look to podcasting in its early stages to become the bigger influencers in the space.
10. Podcast listeners are 20% more likely than average Americans to follow a brand profile on social media.
Podcast consumers are more likely to use social media than the average American and tend to be more tech savvy (Edison Research). On social media, podcast consumers will be more likely to follow companies (47%) and brands than the average American (28%). This will serve well to brands looking to advertise to specific audiences across different mediums. With 70% of podcast listeners casted between the millennial ages of 18-44, it is unsurprising that podcast listeners have also dedicated users of social media (Nielson).
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January 28, 2017 By Mediakix Team