NAB
More people than
ever are listening to podcasts and with a diverse, young and increasingly
female-skewed audience the media should be prized by advertisers, according to
the latest annual research from Edison Research, with support from Cumulus
Media and Sirius XM Media.
article here
According to the
study, 67% of Americans aged 12 and over has ever listened to a podcast; 47% of
them are monthly podcast listeners and 34% listen weekly. That’s an estimated
98 million weekly podcast listeners ages 12 and older in the country.
In addition,
listeners are spending more time than ever with podcasts. In 2014, out of the
daily time spent listening to all audio by those age 13+, 2% was spent with
podcasts. In 2024, that number more than quadrupled and podcasts now account
for 11% of daily time with audio. Twenty-three percent of weekly podcast
listeners spend 10 hours or more listening to the medium each week.
“Each one of these
figures are record highs,” Megan Lazovick, VP at Edison Research, said in
a recent webinar. “In 2006, we first started collecting information about
podcasts listening. That year 11% of the US population had ever listened to a
podcast.
“At first we saw
relatively slow growth year over year. And then in the late 2010s, there was
much more generous growth. We have now reached the highest point ever in 2024
with 67% of those in the US — an estimated 192 million people — listening to
podcasts.”
Podcasts reach all
generations: 29% of kids ages 6-12, 59% of those aged 12-34, 55% of those aged
35-54, and 27% of those aged 55+ are monthly podcast listeners.
“The composition of
podcast listeners has drastically changed over the past decade,” said Lazovick.
Forty-eight percent
of Black Americans and 43% of Latino Americans are monthly podcast listeners. —
both at an all time high. In 2014, 67% of monthly listeners were white. In 2024
that percentage has dropped to 58%.Cr: Edison Research
“Monthly podcast
listeners aged 12 and older have become more diverse in the last decade,” she
said. “The racial composition of monthly podcast listeners 12 and older now
closely mirrors that of the general US population.”
The number of US
women listening to podcasts has also hit a new high as 45% of women are monthly
podcast listeners (six points up on 2023), and 32% are weekly podcast
listeners.
“The gap that used
to exist between male monthly listeners and female monthly listeners is nearly
eliminated. This is a big part of the story for podcasts in 2024. The growth in
podcasts reach is driven by large increases among the number of female listeners.”
Since 2014, the
average time spent listening to podcasts has grown by 450% and podcast’s share
of the entire audio market has risen, too: from 11% in 2020 to 20% today.
“At least 20% of
audio [advertising] buys should be on podcast content,” Lazovick underscored.
“I said ‘at least’ 20% because we found that podcast audiences are especially
receptive to ads.”Cr: Edison Research
Not
surprisingly, The Record, Nielsen’s audio listening report made in
conjunction with Edison’s research, agrees with this stat.
It found Americans
are spending more than four hours with audio every day, with radio taking 70%
of that and 20% devoted to podcasts, while the rest goes to streaming audio
(music services) or satellite radio (select channels). Most radio listening
happens in the car.Cr: Edison Research
“There are more
podcast listeners than ever. Americans are spending more time than ever with
the medium. Podcasts reach all generations and Podcasts are equitable with
diverse and increasingly female listeners,” Lazovick summed up.
“Those listeners
are desirable,” she said. “Podcast listeners are a highly coveted audience for
advertisers. They’re affluent and they’re educated. Finally, podcasts are
effective. They reach receptive audiences and podcasters have the metrics to
help advertisers match the consumers they need to reach.”
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