Podcasts, after their introduction 16 years ago, now dominate the audio content category with 1.5 million active podcasts containing 34+ million episodes. It is now enjoyed worldwide in more than 100 languages.
Thanks to Wondershare Filmora team, they have summarized the statistics regarding the podcast market and provide some critical marketing insights with the infographic below.
Who Are Listening to Podcast Worldwide?
Let’s begin with the demographics. Surprisingly, South Korea (54%) and Spain (39%) constitute the biggest markets for podcasts. Furthermore, there are no apparent gender imbalances. Roughly, an equal number of men and women enjoy podcasts. Studies indicate that 48% of the listeners are aged 12-34 years. Also, the majority are well educated (have at least a college degree) and have an annual income greater than $250,000 (45%).
How Many People Listen to Podcasts in the USA?
A study from Edison Research illustrates that 55% of Americans aged 12+ have listened to podcast multiple times. On the other hand, 37% are monthly listeners, and 6% listen to several each day. Worldwide, currently, an average person spends 6 hours and 39 minutes weekly listening to podcasts. Most of them tune in to 6 different shows, but only 21% listen to two weekly.
What is the Most Popular Podcast Listening App?
But when and how are they doing it? Well, smart devices account for a whopping 65% of the devices used for listening to podcasts. That’s why apps such as Spotify (25%) & Apple (20%) dominate podcast streaming. Moreover, nearly half of the audience prefer enjoying podcasts at home compared to 22% during commuting. This signifies greater attention and susceptibility to ads.
Is podcast marketing worth it?
Short answer, absolutely. 94% of podcast audiences are active social media users. On top of that, more than half consider buying products following podcast ads. This indicates excellent getting social media coverage and unparalleled customer engagement. News & comedy genres combined account for 60% of the weekly podcast audience. Figures suggest, ads in these two categories increased purchase intent by 12.8% and 7.3%, respectively. Perhaps most fascinating is that podcast ad revenue has seen exponential growth since 2015 and has expanded by more than 720% in 2015-2020.
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