Insights

Podcasting today

This issue of Podcasting Today presents an overview of who is listening to podcasts, how often they’re listening, as well as insights into the unique ability of podcasts to drive stronger brand recall than traditional forms of advertising.

Lighter podcast listeners are fueling audience growth

Today, almost half (49%) of U.S. podcast listeners are light users: people who listen anywhere from one to three times a month. That’s a notable contrast from how the industry viewed the typical podcast listener five or 10 years ago.

Podcasting Today

While the growth in podcast listeners in the U.S. over the past decade has been dramatic, audience diversity is following a similar path as our national population, as non-White podcast audiences have grown faster than White audiences.

Host-Read Podcast Ads Pack a Brand Recall Punch

Listeners’ affinity for podcast show hosts is just as important from an ad perspective as it is for show content. That’s because the ads that hosts read drive more brand recall than non-host-read ads.

Total Audience Report Series

Welcome to The Nielsen Total Audience Report hub, which features the latest reports, data and insights related to the report series. Discover how audiences are connecting with media today and how this is shifting our culture, as well as the advertising and media industry.