The who, what, when, where and why of podcast listeners
Members of the podcasting world are aware that the industry is growing faster than ever before, but it is important to understand where the rapid increase in listeners is coming from.
Age
The largest group of listeners is comprised of teenagers and young adults. People ages 12-24 are responsible for around 40% of listening time for all podcasts as a general total. Specific genres tailor towards certain demographics, but generally young people account for the most significant portion of podcast listeners. People aged 25-54 are the second largest age group by percentage of listeners. The variety of topics covered and genres created is broadening the age range of listeners and pocasters alike.
Source: Podcasting Demographics 2022 Statistics – Marketing Audience Guide (improvepodcast.com)
A steady increase in listeners for every age group listed in the study is a great sign. Millennials, gen Z and gen X are optimal target audiences for all podcasters. Ages 18-54 constitutes the vast majority of creators and listeners, which is important to keep in mind when creating content for both podcasts and advertisements.
Location and Time
The improvepodcast.com study mentioned above found that 48% of podcast listeners in the U.S. listen at home, while 26% regularly listen in the car. Podcasts are generally listened to while completing other tasks, but informational podcasts used for education are also common. The average listening time for regular listeners is somewhere between 30 and 40 minutes. Listening times range from 15 minutes to an hour or two based on content and the intent of listeners. Wednesday was reported as the best day for average listening. Loyal listening communities often know the posting schedules for their favorite podcasts though, which can factor into the decision making process for brands when choosing which podcast to target.
The podcast listening community is becoming a major source of income for advertisers for many reasons. In general, listeners are educated and typically have disposable income. The best way to ensure high return on investment through podcast advertising is to partner with an agency. Modern Stoa – Modern Stoa does just that. Apply to work with us and learn more today at Brand Application – Modern Stoa.