“You just need one person to listen, get your message, and pass it on to someone else.
And you’ve doubled your audience.” — Robert Gerrish
As podcasters (who want to scale and monetize their shows and businesses), it’s essential we know ALL the freshest info on what’s happening in the podcast world.
Every other week, we’ll keep you up to date with the latest stats, news, and opportunities in the market!
Dive in and stay informed so you can make the best decisions possible for your content
How Popular are Podcasts?
Podcasts had a bit of a rough start at their inception. In the early 2000s, only about 22% of the adults in the US were even aware of podcasting.
– Oh, how times have changed –
Currently, as of the end of 2021, surveys say around 78% (~250 million) of Americans now recognize it as a form of media, up 3% from 2020, and about 150 million say they listen to podcasts regularly.
According to Podcast Insights, research shows that 50% of all homes are actual “fans” of podcasts. To put it into perspective, that’s over 60 million homes!
(Image from Podcast Insights)
Podcasts are Growing Exponentially in Popularity, but Why?
It’s all about the “C-Factor” – Convenience! With 88% of Americans owning smartphones, it’s easier than ever to consume premium content in the comfort of their car or on a jog around the block.
And, let’s not forget the “P-Factor” – the Pandemic. From the start of the Pandemic, over 22% more people started working from home. Since then, podcasts have experienced impressive growth with an increasingly diverse audience.
If You’re Not Running Ads, You’re Missing Out – Here are the Trends:
With more people tuning in to podcasts on the daily, NOW is the time to start monetizing your content by running ads.
Think about it. You have the unique ability to target a VERY specific niche. On top of that, podcasting is such an intimate medium (you’re literally talking into someone’s ear).
Advertisers know this and are looking for people just like you to promote their products or services to an active, engaged audience.
According to an article by Midroll, What is staggering to note is that even with audiences growing increasingly numb to ads, 60% of podcast listeners have purchased something as a result of a podcast ad. (Holy Smokes!)
The article goes on to say it all comes down to the loyalty people have towards their favorite podcasts. In fact, the longer someone listens to a podcast, the more likely they are to purchase something advertised in the show.
IMPORTANT TO NOTE:
Did you know that the average “Net Promoter Score (NPS) across all Midroll podcasts is 70? By comparison, the average NPS for the media industry is 45. Netflix’s score is 68.”
What does that mean for you?
That means your podcast has more potential to reach and influence listeners than FREAKING NETFLIX!
If you want the latest tools, tips, and tricks to optimize your ads and get ahead of the crowd, stay tuned and subscribe to get your Bi-Weekly Insights.
Who’s Listening to Your Podcast?
30 to 40-year-old Whites made up the bulk of podcaster listenership in the past. Now, we’re seeing a massive shift, not only in race but in age and gender.
Here’s the latest breakdown provided by Buzzsprout:
African American: 13%,
Asian: 4%, and
10% identify as other (Martian perhaps? Looking at you Elon Musk!)
(Information updated from the end of December 2021)
People ages 12-34 make up 66% of podcast lovers in America, with listenership seeming to decline as age increases.
Not to worry, though. This gap is starting to close with around 50% of people between 35-44 and one-fifth of listeners over the age of 65.
The gender gap is also closing, with 43% of men and 39% of women making up total listening.
To round it all off, Buzzsprout’s 2021 year-end survey says, “Over 66% have a college degree (bachelor’s or higher) and an average annual household income of $75,000 or more.”
How Are Things Looking Overseas?
By now, you’ve noticed that we’ve only been referencing the US so far. That’s because America makes up most of the world’s total listeners.
But let’s widen the scope.
According to a 2021 survey from The Infinite Dial, 25% of adults in the U.K. listen to podcasts weekly. That’s 7% up from the end of 2020.
The same survey found 36% of Canadians over 18 years old listen to podcasts monthly.
In Australia, podcast listenership surged by 25% in 2021, with 37% of “the land down unda” having listened to at least one podcast in the last month.
Let’s look at the latest rundown from our friends at Buzzsprout. According a study from Voxnet, Podcasting is growing fastest in these countries:
Chile at a whopping 83.9%
Argentina at 55.3%
Last up, China at 43.6%
Other Stuff Worthy of Your Click.
1 – This article from “Inside Radio” about why PQ Media says podcasts may be the reason why global media usage rose last year!
2 – Did you know Howard Stern called podcasts boring, uninteresting, and “for idiots?” Want to see someone prove the legend himself dead wrong? You need to read this blog from Travis Chappell (Host of one of the Top 25 podcasts, Build Your Network) on Why Howard Stern was Dead Wrong About Podcasting.
3 – If you want a more in-depth look at why podcasts ads are storming the advertising market along with more stats, Check out the article from Midroll.
That’s a Wrap for Now.
Stay tuned for our next release, where we’ll be looking at future growth projections of the podcasting industry all the way to 2024, along with more news.
Keep the discussion going. If you have ideas for more insights you’d like to hear about, email your ideas and comments to email@example.com – Subject: Podcast Market Insights