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Latest Podcast Stats That Advertisers Need To Know
Podcasting is growing with an engaged audience. Advertisers can tap into diversity, reach new audiences, and build deeper connections on a podcast.
Podcasts have exploded in popularity over the past few years, with more and more people tuning in to listen to their favorite shows. In fact, according to the latest podcast statistics, there are now over 2 million podcasts and more than 48 million episodes available worldwide.
Podcast Stats
As podcasting continues to grow, it’s important for advertisers to stay up-to-date with the latest trends and statistics to ensure they are getting the most out of their advertising dollars. In this blog post, we’ll take a look at the latest podcast stats that advertisers need to know.
Audio Show Listenership Is Growing Rapidly
One of the most important podcast stats for advertisers to know is that listenership is growing rapidly. In fact, according to the latest Edison Research data, the percentage of Americans who have ever listened to a podcast has now surpassed 50%.
Additionally, the number of monthly podcast listeners has grown by 16% over the past year, with 116 million Americans now listening to podcasts each month.
Source: Edison Research
What’s driving this growth? According to a recent report by Deloitte, one of the main factors is the growing popularity of smart speakers like Amazon Echo and Google Home. In fact, 23% of all smart speaker owners listen to podcasts on their devices.
Source: Deloitte
Podcast Advertising Is Effective
Podcast advertising is a relatively new form of advertising, but it’s already proving to be effective. According to a recent study by Nielsen, podcast ads are more effective than TV and online ads at driving purchase intent.
The study found that podcast ads generate a 10% higher lift in purchase intent than TV ads, and a 22% higher lift than online ads.
Source: Nielsen
Additionally, a study by Midroll found that podcast listeners are more likely to pay attention to ads than they are with other forms of media. Specifically, 63% of podcast listeners said they have bought a product or service they heard advertised on a podcast.
Source: Midroll
Podcast Listeners Are Engaged and Loyal
One of the unique characteristics of podcast listeners is their high level of engagement and loyalty. According to the latest data from Edison Research, podcast listeners spend an average of 6 hours and 39 minutes per week listening to podcasts.
Source: Edison Research
Additionally, podcast listeners are more likely to be loyal to a show than they are to other forms of media. According to a study by Westwood One, 72% of podcast listeners listen to all or most of each episode, compared to just 54% of TV viewers who watch all or most of each show.
Source: Westwood One
Podcasts Reach a Highly Targeted Audience
One of the biggest advantages of podcast advertising is the ability to reach a highly targeted audience. Podcasts cover a wide range of topics, from true crime to business and everything in between.
This allows advertisers to target their ads to a specific audience that is interested in their product or service. Additionally, many podcasts have loyal followings, which means advertisers can reach the same audience multiple times with their ads.
According to a study by Podcast Insights, the most popular podcast genres in the US are society & culture, comedy, and news & politics. However, there are many other genres that are growing in popularity, such as true crime, business, and sports.
Source: Podcast Insights
Audio Broadcasts Are Growing in Diversity
Another important trend in podcasting is the growing diversity of voices and perspectives. According to a recent report by Edison Research, there has been a significant increase in the number of podcasts hosted by women and people of color over the past few years.
Source: Edison Research
Considering Podcast Advertising?
The latest podcast statistics show that the podcasting industry is rapidly growing with a highly engaged and loyal podcast audience. Podcast advertising is proving to be an effective way to reach a targeted audience, with listeners paying close attention to ads and being more likely to make a purchase. As the diversity of voices and perspectives in podcasting continues to grow, advertisers have an opportunity to reach new and diverse audiences, especially with sponsored content. If you’re considering podcast advertising to increase your brand awareness, now is a great time to jump in and take advantage of this powerful medium.
