Whereas podcasting has at all times been seen as a distinct segment device which can or might not be related from a advertising and marketing perspective, with yearly we see an increasing number of 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 take heed to different podcasts listed in my 11 Greatest Social Media Advertising Podcasts put up, I assumed it was time to persuade you to think about podcasting for enterprise by this put up on podcast statistics.
Let’s now take a step again in historical past to place the present podcast trade in perspective earlier than we take into account the most recent podcast statistics.
I is likely to be ageing myself right here as a GenXer, however most of us who’re just a little bit older keep in mind the times when households would collect across the radio to listen to numerous applications. These may have been information, politics, climate, spiritual programming, or good old style enjoyable. Mother and father and youngsters would combat over what station to take heed to, similar 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 secure to say that podcasts have turn out to be a daily a part of worldwide media consumption. As well as, they’ve turn out to be a possibility for us as entrepreneurs to succeed in goal clientele particularly since each iPhone consists of the Apple Podcasts app by default. The entire different main expertise 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 corresponding to Amazon Music, iHeartRadio, and Spotify to raised assist podcasts.
Let’s have a look at some podcast statistics to think about, starting with the sheer quantity of podcasts that exist.
Podcast Statistics: The Provide Perspective
As a basic rule, social media networks are leveling off in market share and saturation. In any case, 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 enticing medium for entrepreneurs and companies.Extra importantly for these of us that need 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 possibility that’s making podcasting a really enticing initiative for a lot of entrepreneurs. In actual fact, the keynote at a latest 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 almost 2.5 million podcasts listed in Apple podcasts.
That’s a number of podcasts, but it surely’s necessary to keep in mind that there are numerous inactive podcasts. In the event you 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 could 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 typical 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 with a purpose to make a podcast all you actually need is a method to report and edit audio, and a method to distribute it. Which means anyplace you 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 a number 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 progress 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 trade accommodates 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 sensible speaker each morning throughout their bathe, the reality of the matter is that podcasts are gaining traction as a precious method to cross the time. Even with out having one thing to contribute to the most well-liked podcast style, or devoted weekly podcast listeners, a podcast generally is a precious device to develop your viewers and preserve 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% stated 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 research 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 median week listening to their favourite podcast listening app.
The common podcast person is a devoted one; podcast audio listeners overwhelmingly spend quite a lot of time every week listening to podcasts by their favourite apps. To completely perceive podcast progress, although, you will need to perceive {that a} podcast obtain doesn’t essentially equate to a hear. Knowledge reveals that listeners are fairly specific about what they take heed to on a weekly foundation. The hours of podcasts are usually not essentially consumed by quite a few totally different channels, however might as an alternative be extra tightly honed in. That is demonstrated by the next:
Curiously sufficient, although, one other stat reveals that whereas there is likely to be a number of hours of podcasts being consumed on common, the variety of podcasts that folks take heed to usually are restricted in quantity. In actual fact,
9. On common, solely 8 totally different podcasts are listened to weekly.
What this implies is that whereas with website positioning there’s at all times competitors however big search demand, for podcasting you at all times should bear in mind that the listener is solely not going to subscribe to dozens of podcasts, so you must make yours interesting – and proceed to take action over time.
On a podcast episode foundation, the most well-liked size of podcast episodes, in response to podcast insights from the podcast host Buzzsprout, reveals 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 power 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 tendencies and as entrepreneurs we need to know what the demographics are amongst listeners. Listed below are some fundamentals concerning 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 outdated surveyed listened to a podcast within the final month.
The grownup inhabitants within the U.S. just isn’t 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 complete 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 life-style podcasts managed by influencers, avid podcast followers and newcomers alike can discover one thing they’re curious about. The appearance of widespread podcast platforms, together with Spotify and Apple podcasts actually doesn’t damage, as having a transportable system makes podcast listenership simple to return by.
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12. 40% of these below age 55 hear month-to-month.
By far, that is the most important American phase to be listening to a podcast month-to-month, and it’s 8% increased than the all-ages listening price. A part of this, after all, has to do with general expertise utilization. Older individuals nonetheless spend extra time listening to or watching old style broadcast tv. They have an inclination to make use of computer systems for e-mail and checking up with their grandchildren. A number of extra are on Fb or YouTube, however they aren’t typically on-line for a lot of hours day-after-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 more than likely to hear. That’s as a result of podcast listeners are typically technologically savvy. It’s important to search for a superb podcast with a purpose 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 increased than the general share of people who make this sum of cash. What this implies is that podcast listeners on common have a a lot increased revenue than the overall inhabitants. Provided that the format permits for multitasking in a approach that studying blogs or looking social media doesn’t, I’m not shocked. Additionally, till the smartphone turned widespread, 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 take heed to?
It’s one factor to know that podcasts are widespread, and one other to know what sorts of issues individuals take heed to. Luckily, we’ve got a survey to have a look at:
16. 74% of podcast listeners take heed to study 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 college at house. That being stated, different widespread genres of podcasts that folks take heed to in response to the identical research are comedy, information, politics, science, arts, sports activities, and enterprise.
It’s honest to say that this can be a vast number of matters, and that there’s one thing for everybody. That doesn’t even depend extra area of interest matters which are much less widespread. As well as, some niches like music have all kinds of fashion choices, even inside the English language. Evidently, the choices for reaching individuals along with your promoting message are infinite
How do podcasts match into listener’s lives?
Till not too long ago, figuring out 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.
But it surely had one downside: You may most likely eat or drink whereas studying the paper, however most different actions are out. This isn’t a superb type of content material if you want to multitask. Alternatively, audio content material invitations multitasking because it lets you 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 take heed to the applications at house.
That is a method that podcasts are taking the place of listening to music being performed when you do house responsibilities or pursue a interest. In actual fact,
18. 59% of listeners have carried out house responsibilities on the identical time.
Housekeeping can embrace every part from ironing garments to mowing the garden. These are occasions once 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 accomplish that whereas driving.
Driving is likely one of the extra necessary occasions for listening to the radio, when you take into account that it was as soon as a ubiquitous apply. It’s clear to see how podcasts at the moment are competing with that head on.
And in one other instance of individuals listening to podcasts away from house,
20. 46% have listened to podcasts whereas out on a stroll.
This can be a scenario the place prior 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 take heed to podcasts by their cellular system.
It’s possible that there are numerous explanation why individuals select to make use of smartphones. Again when podcasts had been new expertise, smartphones had been comparatively primitive. Bear in mind Palm Pilots that just about solely stored monitor of e-mail and schedules? The equation modified radically when the iPod was an iPhone. Earlier than that time, individuals would carry each a music participant and a cellphone. Now, the smartphone can serve each capabilities, after which some. And it’s additionally necessary to keep in mind that the supply of podcast apps like Apple Podcasts, an integral a part of the iPhone, signifies that cellular gadgets are by default podcast-enabled.
The underside line right here is that folks take heed to podcasts in comparable methods they may have listened to different types of moveable music prior to now.
Which brings us to the subsequent query:
As necessary as it might be to know the kind of viewers loved by podcast creators, as entrepreneurs we do wish 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 shall 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 carried out very properly recording movies and publishing them on YouTube. The Joe Rogan Expertise is one such instance: His stay 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 need 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, which means many extra adverts are being positioned into podcasts every year. There may be price will increase of podcast advertisements as podcasts get extra listeners. Alternatively, it additionally signifies that there are some actual alternatives to earn a living 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 client 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 through different types of content material we’ve put out for them.
25. 38% of listeners report buying issues which are talked about in podcasts.
There’s no query that this contrasts with extra mature types of media, and people with a wider attraction. In any case, a bigger share of social media customers have purchased issues due to sponsored content material on these platforms.
Nonetheless, it’s most likely honest to guess that clients don’t take heed to podcasts that always with the purpose of discovering new services and products. This can be a lot like conventional types of media consumption: content material is consumed to get data, be entertained, or pursue any variety of pursuits in addition to simply buying. Alternatively, individuals have a look at Instagram, Twitter, or Pinterest on a regular basis with the purpose of discovering out about services and products. Intent makes a number of distinction.
Lastly, whereas there isn’t a podcast statistic to show my level but, most podcasters which have developed enterprise podcasting will let you know that it helps construct a deep and constant relationship with their followers which, mixed with a web site, e-mail advertising and marketing, and related services or products, no doubt contributes to gross sales.
Not so way back, podcasts had been thought of a nerdy type of media. As podcasts turn out to be extra mainstream nevertheless, they’re experiencing explosive progress. That is giving us as entrepreneurs an unimaginable alternative to assist form a brand new style of media whereas additionally earning profits for our corporations or shoppers.
If you’re serious about launching a podcast and don’t know the place to start out, take a look at 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 start out podcasting?
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