The MarketingInsider, January 22, 2020 – In this article by Ipsos’ Michael Baer we learn more about podcast listenership and audience breakdown.
It’s been widely acknowledged that podcasts have hit a tipping point. Usage is growing across all demographics, even older ones initially more resistant to the medium. And media companies are responding with content galore.
As of December 2019, it was reported there are over 800,000 shows and over 30 million podcast episodes available — up more than 60% from just 18 months earlier. It would seem that all one needs to do is launch a podcast and start reaping the benefits.
However, a study we fielded among affluent respondents (note: household income $125k+) in Q3 2019 suggests nuances podcast providers need to know to ensure success with consumers and advertisers.
While podcasts are hot, understanding the important differences across listeners' gender and generation can make or break your podcast strategy.
Growth is clearly being driven by the foundational attributes of the medium. Its on-demand, mobile nature fits the modern way people consume media, and aligns with any busy schedule. It’s also clear that the ever-growing quantity and variety in content is a benefit, as well — demonstrated by the wide dispersion of genres consumers are listening to, without any one being dominant.
However, each of these factors — listenership, genre, willingness to pay — are all very much driven by audience. And, some of the most interesting differences are between genders.
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