Whereas podcasting has all the time been seen as a distinct segment device which can or will not be related from a advertising perspective, with yearly we see increasingly content material creators and types leveraging podcasting for enterprise. I even have been investing extra time into my very own Your Digital Advertising Coach podcast and as I hearken to different podcasts listed in my 11 Greatest Social Media Advertising Podcasts publish, I assumed it was time to persuade you to contemplate podcasting for enterprise by this publish on podcast statistics.
Let’s now take a step again in historical past to place the present podcast business in perspective earlier than we take into account the newest podcast statistics.
I could be getting older myself right here as a GenXer, however most of us who’re a little bit bit older bear in mind the times when households would collect across the radio to listen to varied applications. These might have been information, politics, climate, non secular programming, or good old school enjoyable. Mother and father and youngsters would struggle over what station to hearken to, identical to they did the TV distant.
The occasions are a changin’, although. More and more persons are turning to a brand new supply of audio content material that’s preventing for share of time: Podcasting. Most individuals take into account that the time period originates from the truth that, initially, these pre-recorded audio applications had been designed for the iPod and MP3 participant of yesteryear. And initially, they had been a really area of interest media product centered across the unbiased voices who positioned their applications in Apple iTunes.
In the present day it’s protected to say that podcasts have turn into an everyday a part of worldwide media consumption. As well as, they’ve turn into a chance for us as entrepreneurs to achieve goal clientele particularly since each iPhone consists of the Apple Podcasts app by default. The entire different main know-how and media gamers have additionally been investing in attracting the podcast viewers, from the creation of Google Podcasts for Android telephones to the enhancement apps equivalent to Amazon Music, iHeartRadio, and Spotify to raised help podcasts.
Let’s have a look at some podcast statistics to contemplate, starting with the sheer quantity of podcasts that exist.
Podcast Statistics: The Provide Perspective
As a common rule, social media networks are leveling off in market share and saturation. In spite of everything, most Individuals have a Fb account, and that features adolescents with their Instagram, Snapchat, and/or TikTok account. Likewise, different networks like YouTube have gotten ubiquitous channels for self-expression. Nonetheless, as these podcast statistics will present, Podcasting is a rising and engaging medium for entrepreneurs and companies.Extra importantly for these of us that wish to stick out and be present in a crowded digital area, the quantity of podcasts that exist are about 0.1% of the full quantity of blogs that exist! That’s a chance that’s making podcasting a really engaging initiative for a lot of entrepreneurs. In truth, the keynote at a current podcasting convention I attended introduced that there have been extra podcast listeners than Spotify listeners. Clearly podcasting as a mass medium has arrived. The query is: When will YOU begin a podcast?
1. There are practically 2.5 million podcasts listed in Apple podcasts.
That’s lots of podcasts, nevertheless it’s necessary to keep in mind that there are various inactive podcasts. For those who depend an inactive podcast as one which hasn’t printed a brand new episode in 90 days, that 2.5 million podcasts quantity drops dramatically to exhibiting that:
2. Solely round 450,000 podcasts are lively.
Even though solely round 20% or so of podcasts can be thought of an lively podcast, through the years they’ve culminated within the publication of:
3. Greater than 71,000,000 episodes exist in podcast feeds.
What this implies is that for the common listener, just by doing a search of their favourite podcast participant they’re certain to discover a podcast episode that pursuits them.
And this isn’t just for an English-speaking viewers. Even since again in 2018,
4. Podcasts can be found in over 100 languages.
That’s extra languages than most social networks have out there. And it isn’t shocking, contemplating that so as to make a podcast all you really want is a option to report and edit audio, and a option to distribute it. Which means that wherever yow will discover high-speed web entry and constant electrical energy, individuals with one thing to say can simply produce content material. One can solely assume that there are podcasts out there in additional languages, given the unfold of web entry worldwide.
Podcast Statistics: The Demand Perspective
That’s lots of podcasts that exist, however who’s listening to them and the way typically are podcasts being consumed? Let’s begin by asking what number of Individuals have ever listened to a podcast. This reply hints on the development that podcasting continues to indicate:
5. 62% of Individuals aged 12 and over have listened to a podcast in 2022, up from 57% in 2021.
Podcasts might need as soon as been one thing of a distinct segment curiosity, however day by day, weekly, and month-to-month podcast listeners are rising, and the podcast business incorporates a very huge vary of pursuits and concepts. Whether or not these numbers point out individuals listening to podcasts on a month-to-month foundation or individuals listening to podcasts on their good speaker each morning throughout their bathe, the reality of the matter is that podcasts are gaining traction as a useful option to move the time. Even with out having one thing to contribute to the preferred podcast style, or devoted weekly podcast listeners, a podcast generally is a useful device to develop your viewers and keep your on-line presence.
When requested for his or her most up-to-date podcast listening habits,
6. 41% of Individuals aged 12 and over have listened to a podcast within the final month.
7. 28% of Individuals aged 12 and over have listened to a podcast within the final week.
Each of the above numbers come from the Edison Analysis Infinite Dial report that was created in collaboration with Triton Digital.
These numbers are up considerably from an earlier era: Solely 9% of the inhabitants surveyed had been month-to-month podcast listeners again in 2008 whereas solely 7% mentioned they listened to a podcast within the final week again in 2013.
As far has how a lot time is spent to listening to podcasts, One examine discovered that
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8. Greater than 80% of podcast listeners (82.4%, to be precise) spend upwards of seven hours in a mean week listening to their favourite podcast listening app.
The typical podcast person is a devoted one; podcast audio listeners overwhelmingly spend an excessive amount of time every week listening to podcasts by their favourite apps. To totally perceive podcast development, although, it is very important perceive {that a} podcast obtain doesn’t essentially equate to a hear. Information exhibits that listeners are fairly specific about what they hearken to on a weekly foundation. The hours of podcasts usually are not essentially consumed by quite a few completely different channels, however could as an alternative be extra tightly honed in. That is demonstrated by the next:
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Curiously sufficient, although, one other stat exhibits that whereas there could be lots of hours of podcasts being consumed on common, the variety of podcasts that folks hearken to recurrently are restricted in quantity. In truth,
9. On common, solely 8 completely different podcasts are listened to weekly.
What this implies is that whereas with search engine optimization there’s all the time competitors however large search demand, for podcasting you all the time need to remember that the listener is solely not going to subscribe to dozens of podcasts, so it’s a must to make yours interesting – and proceed to take action over time.
On a podcast episode foundation, the preferred size of podcast episodes, in line with podcast insights from the podcast host Buzzsprout, exhibits that:
10. 32% of podcast episodes are between 20 and 40 minutes lengthy.
What these numbers inform us, then, is that podcasting is changing into a significant drive in media consumption.
So, who listens to podcasts, anyway?
Apart from the truth that there are lots of people listening to podcasts, as followers of media developments and as entrepreneurs we wish to know what the demographics are amongst listeners. Listed here are some fundamentals in regards to the typical podcast listener.
We’re discovering that podcasting appears to be favored by a youthful viewers:
11. 50% of Individuals between 12 and 34 years previous surveyed listened to a podcast within the final month.
The grownup inhabitants within the U.S. is just not the one inhabitants included in podcast listener statistics. As an alternative, individuals as younger as 12 have demonstrated an curiosity in podcasts, with month-to-month listeners from all ages and walks of life. Half of these surveyed acknowledged listening to a whole podcast inside the final month, maybe largely due to the openness of the podcast market. From well being meals podcasts hosted by well being meals manufacturers, to way of life podcasts managed by influencers, avid podcast followers and newcomers alike can discover one thing they’re occupied with. The appearance of common podcast platforms, together with Spotify and Apple podcasts definitely doesn’t harm, as having a transportable machine makes podcast listenership simple to come back by.
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12. 40% of these underneath age 55 hear month-to-month.
By far, that is the biggest American section to be listening to a podcast month-to-month, and it’s 8% greater than the all-ages listening charge. A part of this, after all, has to do with total know-how utilization. Older individuals nonetheless spend extra time listening to or watching old school broadcast tv. They have an inclination to make use of computer systems for e mail and checking up with their grandchildren. Just a few extra are on Fb or YouTube, however they aren’t typically on-line for a lot of hours each day, nor do they personal as many smartphones because the youthful set.
13. 67% of podcasts assume an viewers between the ages of 18 and 44.
And as a rule, these are the individuals probably to hear. That’s as a result of podcast listeners are typically technologically savvy. You need to search for a very good podcast so as to discover one; it isn’t one thing that’s in your face on a regular basis, not like different types of on-line media.
14. 45% of podcast listeners have a family revenue over $250,000.
Whether or not you’re contemplating solely Individuals or the worldwide inhabitants, this determine is way greater than the general proportion of people who make this sum of cash. What this implies is that podcast listeners on common have a a lot greater revenue than the overall inhabitants. On condition that the format permits for multitasking in a manner that studying blogs or looking social media doesn’t, I’m not shocked. Additionally, till the smartphone turned common, listening in typically required costly tools that not everybody can afford.
15. Podcast listeners are 68% extra prone to have a postgraduate diploma
This goes to indicate that podcast listeners are typically on the clever facet..
What podcasts do individuals hearken to?
It’s one factor to know that podcasts are common, and one other to know what sorts of issues individuals hearken to. Fortuitously, we now have a survey to take a look at:
16. 74% of podcast listeners hearken to be taught new issues.
These podcast stats from Edison Analysis had been compiled after COVID, so this might have been influenced by the overall pattern of labor and faculty at dwelling. That being mentioned, different common genres of podcasts that folks hearken to in line with the identical examine are comedy, information, politics, science, arts, sports activities, and enterprise.
It’s truthful to say that it is a vast number of subjects, and that there’s one thing for everybody. That doesn’t even depend extra area of interest subjects which can be much less common. As well as, some niches like music have all kinds of fashion choices, even inside the English language. For sure, the choices for reaching individuals along with your promoting message are countless
How do podcasts match into listener’s lives?
Till just lately, understanding how individuals used media all through the day was pretty easy. People would learn the newspaper very first thing within the morning, then the radio whereas driving to work. Catching the information at breakfast, and discovering out about occasions for the day, was an necessary a part of an American employee’s day.
Nevertheless it had one downside: You’ll be able to in all probability eat or drink whereas studying the paper, however most different actions are out. This isn’t a very good type of content material if it is advisable to multitask. However, audio content material invitations multitasking because it permits you to carry out all kinds of duties whereas listening, as long as it doesn’t take an excessive amount of focus.
17. 49% of podcast listeners hearken to the applications at dwelling.
That is a technique that podcasts are taking the place of listening to music being performed whilst you do housekeeping or pursue a passion. In truth,
18. 59% of listeners have performed housekeeping on the identical time.
Housekeeping can embody the whole lot from ironing garments to mowing the garden. These are occasions after we typically don’t want to pay attention an excessive amount of on the chore at hand, and might focus most of our consideration elsewhere.
Equally,
19. 49% of podcast listeners say they achieve this whereas driving.
Driving is likely one of the extra necessary occasions for listening to the radio, in the event you take into account that it was as soon as a ubiquitous observe. It’s clear to see how podcasts are actually competing with that head on.
And in one other instance of individuals listening to podcasts away from dwelling,
20. 46% have listened to podcasts whereas out on a stroll.
This can be a scenario the place up to now most individuals would have listened to music that they personal. It’d’ve been utilizing a digital music participant or one of many older tape or CD-based fashions, however individuals have been strolling round their neighborhoods with headphones for many years. Solely the format is altering.
This subsequent revealing podcast stat comes from the UK, the place
21. 79% of podcast customers hearken to podcasts by their cell machine.
It’s seemingly that there are various the explanation why individuals select to make use of smartphones. Again when podcasts had been new know-how, smartphones had been comparatively primitive. Keep in mind Palm Pilots that just about solely stored monitor of e mail and schedules? The equation modified radically when the iPod changed into an iPhone. Earlier than that time, individuals would carry each a music participant and a cellphone. Now, the smartphone can serve each features, after which some. And it’s additionally necessary to keep in mind that the provision of podcast apps like Apple Podcasts, an integral a part of the iPhone, implies that cell units are by default podcast-enabled.
The underside line right here is that folks hearken to podcasts in comparable methods they may have listened to different types of transportable music up to now.
Which brings us to the following query:
As necessary as it might be to know the kind of viewers loved by podcast creators, as entrepreneurs we do prefer to know what’s in it for us. Since podcasting remains to be maturing as a medium, the numbers aren’t as simple to acquire. However hopefully what I’ve discovered right here will probably be useful.
22. Solely 17% of podcasters report movies of their episodes
I’m responsible of being one of many 83%, which I plan to alter within the close to future, however some podcasters have performed very effectively recording movies and publishing them on YouTube. The Joe Rogan Expertise is one such instance: His reside streamed interview with Elon Musk, which can also be featured in his podcast, has garnered greater than 25 MILLION views. What this implies is that in case you are contemplating making a podcast or guesting on another person’s, you most undoubtedly wish to take video into consideration.
For these , here’s a have a look at that interview:
On the the opposite hand, from an promoting perspective,
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23. Estimates say that by 2024 promoting income on podcasts ought to attain $4 billion.
For advertisers, because of this many extra adverts are being positioned into podcasts annually. There might also be charge will increase of podcast adverts as podcasts get extra listeners. However, it additionally implies that there are some actual alternatives to earn cash by podcasting for content material creators and podcast hosts.
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24. 69% of listeners say that podcast adverts launched them to new services or products.
And as we entrepreneurs know, a rise in model or product consciousness is step one in rising gross sales. That is very true with shopper merchandise, as a result of it’s simple for customers to get right into a rut of utilizing the identical issues on a regular basis. Plus, it permits individuals the chance to do analysis by way of different types of content material we’ve put out for them.
25. 38% of listeners report buying issues which can be talked about in podcasts.
There’s no query that this contrasts with extra mature types of media, and people with a wider enchantment. In spite of everything, a bigger proportion of social media customers have purchased issues due to sponsored content material on these platforms.
Nevertheless, it’s in all probability truthful to guess that prospects don’t hearken to podcasts that usually with the aim of discovering new services. This can be a lot like conventional types of media consumption: content material is consumed to get info, be entertained, or pursue any variety of pursuits in addition to simply buying. However, individuals have a look at Instagram, Twitter, or Pinterest on a regular basis with the aim of discovering out about services. Intent makes lots of distinction.
Lastly, whereas there isn’t any podcast statistic to show my level but, most podcasters which have developed enterprise podcasting will inform you that it helps construct a deep and dependable relationship with their followers which, mixed with an internet site, e mail advertising, and related services or products, indubitably contributes to gross sales.
Not so way back, podcasts had been thought of a nerdy type of media. As podcasts turn into extra mainstream nevertheless, they’re experiencing explosive development. That is giving us as entrepreneurs an unbelievable alternative to assist form a brand new style of media whereas additionally earning profits for our corporations or shoppers.
If you’re fascinated about launching a podcast and don’t know the place to begin, try my step-by-step information right here:
Do you have already got a podcast? Please drop a hyperlink within the feedback so readers can test it out.
Which of those podcast statistics satisfied YOU to begin podcasting?
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