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As anyone who’s been near a radio, TV, or smartphone in the past few years knows, podcasts are big business.
In just a few short years, they’ve gone from being a relative niche form of content to becoming a mainstream staple, with millions of people all over the world tuning in to listen to their favorite shows every day.
And it’s not just casual listeners who are getting in on the action; podcast statistics show that the medium is rapidly gaining ground with businesses and marketers as well.
As more and more people turn to podcasts for their entertainment and information needs, savvy companies are starting to realize the potential that podcasts have for reaching and engaging customers.
From product placement and branded content to sponsorship and direct advertising, there are a number of ways that businesses can get involved with podcasts.
And with listenership numbers continuing to rise at an unprecedented rate, it’s clear that podcasts are only going to become more important in the marketing mix in the years to come.
These podcast stats are quite fascinating!
1. There are over a million different podcasts to choose from.
This alone demonstrates the growth of podcasts. Of course, not every one of them is a winner.
Apple Podcast has over 500k shows and over 66 million podcast episodes. That is to say, more than half of all podcasts use Apple Podcast as their distribution platform.
This demonstrates that podcasters prefer this platform over others. Over 2 million shows have been indexed by Google’s crawler, which indexes content.
Because they aren’t exact, these figures show just how much this form of medium has grown. Podcasting’s popularity continues to rise year after year, and that trend shows no signs of slowing down any time soon.
2. There are more than 48 million podcast episodes available on the internet.
The number of people listening to podcasts is on the rise as a result of their growing popularity. The number of podcast episodes reached 48 million in April 2021. That’s a rise of nearly 30 million from April of last year.
3. In the United States, an estimated 104 million people listen to podcasts on a monthly basis.
According to Edison Research, there are approximately 104 million US podcast listeners. In addition, 212 million Americans have heard of podcasts, and 155 million have listened to a podcast at least once in their lives, according to the researchers’ podcast study.
There are 86 million US podcast listeners, according to Statista, and 78.9 million Americans, according to eMarketer.
In reality, it’s somewhere in the middle. There is no doubt that these numbers will continue to rise in the future. As of 2022, Statista expects 132 million radio listeners, while eMarketer expects 20 percent growth in listeners over the course of four years.
4. In 2020, 75% of Americans would have heard of podcasting.
Even if people are familiar with your brand, that doesn’t mean they’re listening to your podcasts. However, in order for a medium to become mainstream, it must first become widely known around the world.
A mere 22% of adults over the age of 12 were aware of podcasts in 2006. There will be 2012 million people in 2020, a 75% increase. According to a 2020 survey, 55% of Americans say they’ve listened to at least one podcast. In 2012, this figure was just 11%.
In addition, the podcast is becoming more well-known and is being consumed by an increasing number of people.
5. In the United States, 73% of people who listen to podcasts do so by searching online.
More than two-thirds of podcast listeners use social media to discover new podcasts, followed by recommendations from friends and family (66%) and advertisements (54%) according to Slideshare. For the most part, podcasts can be found in a variety of ways, so there isn’t a single source of fresh content that people rely on.
On the other hand, Discoverpods found that 80% of listeners found podcasts via cross-promotions, as reported by the company. Social media and word-of-mouth referrals rank second and third, respectively, with 72% and 72% of respondents, respectively (56 percent ).
72.8 percent of podcast listeners say that finding new shows is the most difficult part of the process. Lack of awareness (49 percent) and low-quality content (39 percent) are the second and third most common complaints from listeners (32.9 percent).
6. A total of 37.6% of podcasters have been in the game for three years or longer.
More than a third of podcasters have been working on their craft for at least a year, while another 12.9 percent have been active for six months or less.
7. Most podcasters agree that high-quality content is crucial.
In fact, 96.7 percent of podcasters care about their listeners, 96.5 percent of them care about keeping them engaged, and 89.7 percent of them know that regular content publication is essential.
8. 48% of US podcast listeners are between the ages of 12 and 34.
In the United States, 48 percent of podcast listeners are between the ages of 12 and 34, 32 percent are between the ages of 35 and 54, and 20 percent are over the age of 55. People who listen to podcasts in the United States are equally split between men and women. There are 51% men and 49% women among them. In the United States, 63% of podcast listeners are white, 11% are African-American, 11% are Hispanic, 5% are Asian, and 10% are of other ethnicities.
9. By the year 2020, 39% of men and 36% of women will be regular podcast listeners.
Podcasts are gaining in popularity for both sexes (out of the whole US population). Compared to last year, when 27% of men and 21% of women did so on a monthly basis, this is a significant decrease.
10. Over half of the American adults (57 percent) have listened to at least one podcast.
As of 2020, that figure has increased by two percent. Podcasts have gained 10 million new listeners in the United States in the past year. In 2020, there will be an increase of 4.72 percent in the number of Americans who know what podcasts are.
11. 28% of monthly podcast consumers in the US have an advanced degree.
27% of monthly listeners have some college education, 25% of them have a 4-year college, and 20% of them have a high school diploma or lower education.
12. 51 percent of adults over the age of 18 who listen to podcasts on a monthly basis are employed full-time.
The same demographic accounts for 44% of all monthly spending in the United States. Globally, 17 percent of monthly listeners are part-time workers, and in the United States, 12 percent are.
13. Over seventy-nine percent of commuters use podcasts to pass the time.
58.9 percent of people prefer to listen to podcasts while relaxing or doing chores at home (69.3 percent ).
Podcasts can be found in a variety of places.
14. Sixty-six percent of people prefer podcasts to television, social media, and print media.
15. As of 2020, 64 million people aged 12 and older are predicted to be regular podcast subscribers.
People in the United States spend an average of 6:39 per week listening to podcasts. Listeners consumed an average of seven podcasts each week. The problem is that not all of them tune in at the same time.
Only 16% of podcast listeners listen to more than one podcast per week. Every week, 15% of them listen to at least two podcasts. There is 17 percent who listen to 3 podcasts per week, 21 percent listen to 4-5, and 17 percent listen to 6-10 per week. There is also 14 percent who listen to 11+ per week.
16. Podcast listening has increased by nearly half a percentage point in 2019, according to a new survey.
It has been found that people gradually increase the number of podcasts they listen to. Only 6% of users say they’ve decreased their listening, while 45.6% say they’re listening to the same as they were the year before.
17. Dedicated listeners spend an average of eight hours per week listening to podcasts.
Not all of these numbers are set in stone. 40 percent of podcast listeners listen to one to three podcasts per week, while 19 percent of podcast devotees listen to at least 11 per week.
18. New podcasts are discovered by 40% of podcast listeners via their listening app.
Most podcast listeners use listening apps’ directories to find new podcasts. Another 18.3 percent of people ask someone they know for recommendations, use social media (15.2 percent), search Google (13.6 percent), or look through podcast charts for recommendations (13 percent ).
19. Music is the most popular podcast topic in the United States, with a share of listeners of 19.39%.
Other popular topics include news (36%), entertainment/pop culture (32%), history and sports (31%), food (30%), mystery (28%), technology (28%), true crime (28%), self-improvement (27%), and science (26%). consumer interest in what podcast topics (Source: Edisonresearch.com)
20. In the United States, 29 percent of podcast listeners have been listening to podcasts for one to three years.
Thirty percent of monthly podcast listeners have been doing so for one to three years. For podcast listeners who listen weekly, the numbers are the same.
21. Podcast listeners in the United States make up 52 percent of the population.
Only 52% of podcast listeners complete the entire podcast. In general, 41% of people listen to most of the podcasts, 5% of people listen to less than half, and 2% of people give up on podcasts at the beginning.
It’s common for people to save podcasts for later use. According to 58 percent of podcast listeners, 76-100 percent of the time they are listening to these episodes. 20% of those who downloaded podcasts listened to 51%-75% of what they had downloaded, with the rest skipping it altogether.
Most consumers listen to between 25% and 50% of downloaded content, while only 7% of consumers listen to less than 1% of the shows they have downloaded.
Within a day of airing, the majority of podcasts are downloaded and consumed (47 percent ). 31 percent are consumed within 48 hours, 19 percent within a week, and 3 percent after more than a week has elapsed.
22. According to a recent survey, 45% of US podcast listeners over the age of 12 speed up their downloads.
According to a 2018 phone survey, 19% of people speed up their podcasts from time to time. According to an online survey conducted in 2019, 26% of people do so. Remember that this doesn’t mean all the time, but rather occasionally.
23. 74% of podcast listeners do so to expand their horizons.
Listening to podcasts is primarily done for the purpose of gaining knowledge. The majority of those who listen to podcasts say that they do so in order to gain new knowledge (74 percent ).
Another Slideshare survey found that 71% of people enjoy listening to their favorite shows via podcast, 60% enjoy staying on top of their favorite subjects, 51% find podcasts relaxing, 47% seek inspiration from them, and 37% enjoy them because they help them forget about their daily woes. podcasts are listened to for a variety of reasons.
24. A podcast’s description is the most important factor in deciding whether or not to listen to a new one.
On a scale of 0 to 10, with 10 being the most important, podcast listeners give a podcast’s description a 7.8 out of 10. Episode titles (6.3), frequency (5.6), ratings and reviews (5.3), artwork (5.2), name (5.1), and familiarity with the guest (4.6) and host (5.1) are less critical considerations (3.7).
25. Because podcasts allow listeners to multitask while they are entertained, they are preferred by 87% of consumers.
Listeners love the convenience of being able to listen to podcasts on the go (78 percent), enjoy hearing from the hosts (76 percent), and appreciate the fact that they can do so on a PC (73 percent).
It also asked listeners what it would take to increase the number of podcasts they consume.
60% of respondents said they want more podcasts on topics they are interested in, 57% said that they need more free time, 50% said that they would like it if podcasts were easier to find, 45% said that they would like it if they had easier access, 40% wanted reminders, and 35% said that more advertising was needed.
26. 28.9% of listeners give new podcasts up to 15 minutes to hook them in.
Not all podcast fans are that generous. Podcasters have up to 5 minutes to engage 27.5% of listeners, while 2.3% will tune out if a podcast doesn’t hook them in less than a minute. But there are also optimistic folks who will sit through an entire episode (22.6%), two episodes (10.2%), 3-5 (8.3%), or 6+ (0.3%) episodes to decide if a podcast is worth it.
27. Almost all podcast listeners in the United States do so at home.
90 percent of podcast listeners in the United States prefer listening to podcasts at home in a survey conducted in August 2019. The gym, walking, and commuting are among the most common locations for people to take selfies.
26. There is approximately 65 percent of podcasts are consumed on mobile devices.
Computers and laptops, which account for 25% of all devices, come in second, with smart speakers, which come in third (10 percent ).
29. Spotify and Pandora are the two most popular podcasting platforms in the United States.
Spotify and Pandora are the two most popular ways to listen to podcasts in the United States. 43 percent of podcast listeners said they used Spotify, while 35 percent said they listened to Pandora. During the same period, Spotify’s monthly users aged 12-24 grew by 21%.
According to another podcast study, 38% of Americans listen to podcasts via Apple’s Podcast service. Since there are over 100 million iPhones in the United States, it makes sense that the iPhone platform is so popular with podcast listeners.
30. The majority of podcast listeners (51.1%), prefer podcasts with high-quality audio recordings.
Some 48.9 percent of podcast listeners don’t mind poor sound quality as long as the content is high-quality.
31. 72% of podcast listeners said they listen to their shows while wearing headphones.
It was conducted by the Podcast Host, which surveyed 200 podcasters on the technology they use to produce their content. In fact, 72% of podcasters admitted to using headphones while recording.
There is 52.5 percent of studios have Boom-Arm stands; 50 percent are equipped for podcasting; 45 percent are equipped with Blue microphones, and 37.5 percent are equipped with an audio interface Buzzsprout is the most popular podcast hosting service. Learn more about the best podcast hosts by checking out our research.
32. More than $1 billion will be spent on podcast advertising by the end of the decade.
Compared to 2017, marketers in the United States spent 53% more on advertising on podcasts in 2018, bringing their total spend to $479 million. According to market trends, revenues are expected to exceed $1 billion by 2021.
33. In 2020, at least 500 million dollars will be spent on podcast advertising in the United States.
In 2010, podcast advertising spending was 43 million dollars; by 2019, it had risen to 420 million dollars. By 2020, it’s expected to be more than $500 million.
At least 5k podcast average downloads per episode are required for a podcast to be attractive to advertisers. A small part-time salary is all that is required, and this is the absolute minimum. Podcasts with more than 37,500 downloads per episode are considered profitable.
35. Advertising on podcasts is already expanding rapidly.
Almost all (89.8%) of advertisers use podcasts in their branding campaigns. 63.3 percent of the ads are those that are read aloud by a podcast host, and 62.5 percent of the ads are sold on an annual or quarterly basis.
85.7 percent of podcasters use the cost per thousand as their pricing model. For every thousand people who tune in, some of the most popular podcasts make $10-$50 in advertising revenue.
Mid-roll and pre-roll ads are the most common forms of video advertising. 60-second ads appear on 30 percent of podcasts, while 90-second ads appear on 27 percent of podcasts
36. A total of 65 percent of ad revenue was generated by five program themes.
Podcasts covering current events, politics, and the news generate the most advertising revenue (18.4%). Finally, entertainment has 10 percent, followed by business with 13.9 percent and education with 10.6 percent. About a third (35%) of ad revenue is spread across a wide range of podcast topics.
37. A whopping 89.8% of those polled believe that podcast ads are worthwhile.
A whopping 86.5% of podcast listeners say they pay attention to the commercials, and a whopping 55.6% of podcast buyers say they bought a product after hearing about it in a commercial.
38. It’s not an issue for 93.8 percent of people to hear advertisements in the middle of their podcast episodes.
Those sponsors don’t scare away the majority of podcast listeners is a good thing. 6.2% of listeners, on the other hand, say they won’t listen to a podcast if it contains ads.
39. Almost fifty-four percent of podcast listeners are more likely to consider a brand after hearing an ad for it.
Podcast advertising is a great way for brands to expand their reach and attract customers who are interested in what they have to offer. More than half of those who listen to podcasts are more likely to make a purchase after hearing an advertisement for a particular brand.
40. Brand advertisements that play during podcasts increase the likelihood that listeners will make a purchase.
A variety of podcasts, including business (14 percent), news and politics (12.8 percent), sports (9.3 percent), culture and society (9.2 percent), and comedy podcasts (9.2 percent), can increase a brand’s chances of driving purchase intent through advertising (7.3 percent ).
41. 17 percent of podcast listeners would be interested in brands that are advertised in podcasts.
Among those who listen to commercials, 37% are more likely to check out the ads, 39% are neutral, 3% are less likely to check out brands, and 4% would never check them out. Marketing with podcasts is effective if the marketers can establish a relationship of trust with their listeners first.
42. More than half of those who listen to podcasts believe that these online shows and brand advertisements are a good match. There are new brands out there that might be a good fit for them if they keep listening.
43. The New York Times, Wondery, and TAL/Serial are some of the most profitable shows on the market.
The three most profitable podcasts are the New York Times, Wondery, and TAL. The New York Times had 9,312,000 downloads in August 2019 according to Lime. link research. There were 9,261,000 downloads for Wodery and 5,469,000 for TAL/Serial in that month.
The New York Times generates the most revenue per ad, on average than any other newspaper. Today, on the other hand, has an estimated annual revenue of $7.78 million. This is due to the fact that Wonder airs an average of 3.5 commercials per episode, while NYTimes only airs two.
44. National Public Radio has the most unique monthly listeners in the United States, according to the podcast’s stats (23.75 million).
Over 23.75 million people in the United States listened to NPR podcasts in December of 2019. 2014 saw 24 million downloads, an increase of 24 million from the previous year. Second place went to iHeartRadio, which had 23.33 million listeners.
45. One of the most successful podcasts, The Joe Rogan Experience, generates annual revenue of $30,000,000.
Rogan is currently the podcasting king, as evidenced by the listener numbers. He is currently earning three times as much as The Dave Ramsey Show, which has a cap of $10 million per year.
Second is Armchair Expert, bringing in $9 million a year, and third is the Bill Simmons Podcast, bringing in $7 million a year.
The growth of podcasts can be seen in these stats, which have been collected over the past few years. In addition, these stats are useful for future podcasters who want to learn more about their audience. Although the podcasting industry is thriving, there is still room for newcomers to join and begin earning money in this way.