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.
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.
The Black Lives Matter movement has broken through as a collective mission finding allies across genders, ethnicities, and communities of all sizes.
41% of U.S. podcast listeners are non-White, which makes the podcast audience more diverse than the country’s total population.
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.
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.
When the pandemic kept consumers in the confines of their respective homes, they turned to their old friend, radio, to keep them company and inform them, as it has always done so reliably throughout history.
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.
Podcast listeners should be high on any auto marketer’s list. According to a recent analysis, 35.8 million people were shopping online for vehicles at the height of shelter-in-place restrictions in the U.S., and 10.5 million of them were listening to podcasts.
As new media options like podcasts mature, U.S. consumers are opting to add them to their daily routines instead of simply replacing the traditional fare. And when it comes to audio, podcast listeners actually listen to more broadcast radio than people who don’t listen to podcasts at all.