Since 2018, the number of female podcast listeners has increased by 76%. And perhaps more impressive—given that audio engagement is often associated with being away from the home—is the 41% increase since the beginning of the pandemic.
Understand where and how Black audiences are connecting with audio.
Content that connects isn’t just on-screen. And for diverse audiences, podcast content is resonating and an important medium.
While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
The increasing appeal of podcasts to general audiences is exactly why brands and agencies need to be tracking engagement with them and leveraging the opportunities in their marketing strategies and campaigns.
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.