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Who is Listening to Your Podcast?


Glint Advertising - November 5, 2021 - 0 comments

Source: MRI Simmons

MRI Simmons provides audience insights in a report published in August 2021. 

About the study:

  • Data for this survey was collected online between July 14 and July 30, 2021.
  • Two thousand seven hundred fifty-eight adults over age 18 were surveyed.
  • Final data was sample balanced and fused to the MRI-Simmons USA Study for deeper profiling. 

It’s no secret that podcasts continue to grow in popularity. Here are some interesting stats for you to share at your next water-cooler moment or meeting.

How many people are listening to podcasts?

  • Twenty-six percent of Americans listened to a podcast in the last 30 days.
  • Twenty-three percent listened to a podcast in the previous seven days.

How much are they listening?

  • A typical listener averages four programs or five hours of listening time a week.
  • Heavy listeners spend 11 hours a week listening to podcasts.
  • Fifty-three percent of listeners are listening to 1-2 programs a week.

Who is listening to your podcast?

  • Podcast listeners are primarily young (median age of 34), male (65 percent), single, educated (52 percent with a bachelor’s degree) and affluent (median income $119K).
  • Podcast listeners are “artistic in their leisure activities.”
  • Listeners are heavy internet (34 hours weekly average), social media (16 hours weekly average) and radio users (17 hours weekly average).
  • While tv is not the heaviest medium used when podcast listeners use it, they are watching comedy, news, sports on Comedy Central, BBC America, VICE and Bloomberg.
  • Podcast listeners stream video without ads on Netflix (82 percent), YouTube (71 percent), Prime Video (63 percent) and more.

How long are listeners listening?

  • Eighty-seven percent listen to podcasts in their entirety.
  • Seventy-two percent feel close to podcast hosts. 
  • Seventy-one percent discuss what they hear on the podcasts.
  • Sixty-seven percent consider podcasts a part of their daily routine.

Do you advertise on podcasts?

  • Sixty-six percent of listeners feel that ads should provide helpful, practical information–particularly about new products and services.
  • Sixty-four percent listen to ads no matter the category if they like a podcast.
  • Fifty-six percent will likely buy products and services from companies that sell on podcasts.

What are popular topics on podcasts (in order of popularity)?

  • Comedy (38%)
  • News and current events (32%)
  • Music (29%)
  • Crime/True Crime (27%)
  • Sports (25%)
  • Entertainment and pop culture (25%)
  • Health/Fitness (24%)
  • Politics (22%)
  • Business and finance (20%)
  • Talk (18%)
  • History (17%)

Top podcast programs, listened to the last seven days:

  • The Joe Rogan Experience
  • The Breakfast Club
  • Dateline
  • Crime Junkie
  • TED Radio Hour 
  • NPR News Now
  • The Ben Shapiro Show
  • The Daily Show
  • ESPN Daily
  • The NPR Politics Podcast
  • 30 for 30

To learn more about the Podcast Study, email info.ms.@mrisimmons.com.

Did you know that Glint Advertising posts monthly podcasts discussing all things marketing, PR, communications and advertising? Add it to your queue, and let us know what you think.

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