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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

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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