Hi everyone. I’m Meg Roy and this is the Grow Your Business podcast.
Today’s guest is Joe Donovan. You might know Joe as an award-winning author and successful entrepreneur. You probably didn’t know that he is also a podcast-marketing expert. He’s here to tell us about advertising on podcasts: how and why brands are using podcasts to get their name out there. He has promised to share some fun and useful podcast statistics and facts. Welcome to Grow Your Business, Joe!
Sound familiar? If so, you may be among the 32% of Americans who enjoy listening to a podcast at least once a month. These audio-essays delve into current events, hobbies, obscure facts, philosophy, history, music, and more. If there’s something you’d like to know, odds are there’s a podcast about it.
Podcast Statistics - Editor’s Choice:
- 197 million Americans have heard about podcasts.
- 32% of Americans listen to podcasts at least once a month.
- There are 750,000 active podcasts in 2019.
- On average, 45% of podcast listeners have an annual household income of more than $250,000.
- 2 million podcasts are registered by Google.
- 54% of podcast consumers say they think about buying advertised products.
- Businesses spent $497 million on podcast advertising in 2018.
- Brands that advertise their products and services on business podcasts enjoy an average 14% rise in purchase intent.
General Podcast Facts and Stats
1. 197 million Americans have heard of podcasts.
To put it another way, 70% of Americans are aware that podcasts exist, according to the latest podcast audience statistics. This doesn’t necessarily mean that they listen to them, it just means they are familiar with the concept.
This was not always the case. At the beginning of the millennium, only a small percentage of consumers had heard about podcasts. And in 2006, only 22% of US adults said they were familiar with podcasting.
2. 51% of Americans over the age of 12 have listened to podcasts.
Half of Americans above the age of 12 have listened to podcasts. That’s 144 million podcast listeners, the numbers from Edison Research show. Research conducted by Statista in 2019 estimates that the number of Americans who listen to podcasts at least occasionally is 86 million.
3. 32% of Americans listen to podcasts at least once a month.
Does that mean that podcasts are becoming mainstream? Well, a third of the US population, or 90 million people, listen to or watch podcasts at least once a month. About 22% of Americans older than 12 listen to podcast shows once a week. Podcasters are moving into the mainstream, according to podcast listener statistics.
4. How many podcasts are there? One report says 750,000.
Podcasts are like blogs. Like bloggers, podcasters like to share their experiences and cover a wide array of topics. There is probably a podcast out there about any subject you can think of. The Apple podcast stats report shows that there were 550,000 podcasts on the web in 2018. Today there are an estimated 750,000 podcasts in the world.
5. Two million podcasts are registered by Google.
That’s impressive – but there are 440 million blogs registered at Tumblr alone. Why is podcast growth slower than blog growth? According to podcast length statistics, consumers often lose interest in podcast episodes, finding them to be too long or boring. In order to help people find the most popular podcasts, Google developed tools to help listeners sift through particular shows and episodes.
6. There are now more than 29 million podcast episodes available in more than 100 languages.
Podcasts are great for sharing knowledge, experiences, and information with a wide audience. You can listen to podcasts about politics, business, cooking, and even knitting. The options are endless. Whether you are interested in Asian, Hindu, Texan, Jewish, or African American podcasts, you will surely find plenty. To learn more about which genres are the most popular, check out the podcast statistics at Music Oomph.
7. 61.1 million American families are fans of music podcasts.
The most popular podcast genre among Americans is music. It is followed by TV and movies with 60.5 million households watching or listening to these podcasts regularly. The other major podcast genres, including technology, science, politics, arts, games, sports, business, and religion, are popular among 49 million households across the states, according to podcast popularity statistics.
8. 74% of podcast users listen to podcasts to learn something new.
Almost the same number of podcast users (71%) listen to podcasts for fun, Edison Research says. About 60% of Americans listening to podcasts use this medium to stay in touch with the latest news, and 51% say they find podcasts relaxing.
Global Podcast Statistics
9. Chile, Argentina, Peru, and Mexico are the fastest-growing countries for podcasting.
Latino podcasts are flourishing due to the large number of Spanish speakers in both the US and South America. Chile is in the lead with a podcast growth rate of 85%. It is followed by Argentina (55.28%), Peru (49.1%), and Mexico (47.84%). The country with the fifth-highest rate? China (43.62%).
10. 58% of citizens in South Korea listen to podcasts.
Podcast listenership is booming in South Korea. More than half of the population listens to podcasts monthly, while two out of three Koreans are podcast fans. They are also popular in Spain, where 58% of citizens listen to podcasts monthly, according to research from 2018.
11. 83% of Australians know what podcasts are.
Podcast growth statistics show that Americans listen to podcasts more than Australians. Only 30% of the Australian population has listened to a podcast at least once. About 22% of them listen to podcasts monthly, and 15% listen to podcasts weekly.
12. 6.5 million adults in the UK listen to podcasts weekly.
In other words, 12% of UK adults listen to at least one podcast per week. They are the most popular among millennials (21%). Only 5% of Baby Boomers have caught the podcast bug.
Podcast Listener Demographics
13. 67% of podcast audiences are made up of people between 18 and 44 years old.
(ExpandedRamblings, Music Oomph)
Young people, especially millennials, are more comfortable with technology. They have quickly adapted to streaming platforms such as YouTube, Amazon, Netflix, and Spotify. They use these platforms every day to watch or listen to their favorite shows and videos. According to Spotify user statistics, 72% of all weekly Spotify users are millennials.
14. Podcasts embody 10% off all content that millennials listen to.
Millennials are particularly keen on podcasts! And why shouldn’t they be? Podcasts fit perfectly into their daily schedules, allowing them to listen to the latest episodes of popular shows regardless of the time or place. The most popular podcast platforms let users stream or download podcasts, music, and videos.
15. 56% of podcast listeners are male, while 44% are female.
Men are more likely to watch or listen to podcasts than women, according to statistics on podcast demographics. Still, the number of males and females listening to podcasts is almost equal.
16. 34 million women listened to podcasts in 2018.
(Edison Research, Buzzsprout)
Podcast popularity among women is not so far behind men, according to the latest numbers on podcasts growth. The amount of women podcast users is steadily growing in the US, according to podcast-listening statistics.
17. It is 68% more likely for a postcast listener to have a postgraduate degree.
(Edison Research, Music Oomph)
Podcasts are becoming increasingly popular among educated people. It is 45% more likely for a podcast listener to have a college degree. Looking at gender differences in podcasting and education, female podcast users have a higher education and income than the overall US population, according to podcast analytics.
18. On average, 45% of podcast listeners enjoy more than $250,000 in annual household income.
Podcast listeners are young, educated, and rich. Almost half of podcast listeners have an annual income of a quarter-of-a-million dollars.
19. 59% of people listening to podcasts are white.
Demographics of podcast listeners show that most American consumers who listen to podcasts are white. 12% are African-American, 11% are Hispanic, and 7% are Asian.
Where to Find Podcasts
20. 65% of podcast consumers are most likely to listen to episodes on a mobile device.
Edison Research data shows that smartphones are the most popular devices for listening to podcasts. About 65% of podcast fans would rather listen to podcasts on mobile devices, while 25% prefer to listen on computers. Only 10% of consumers listen to podcasts on smart speakers.
21. 43% of podcast fans use Spotify to listen to podcasts.
(Edison Research, ExpandedRamblings)
Spotify is one of the most popular streaming platforms. According to the latest Spotify statistics, this platform has 207 million monthly active users and 500 million downloads on Android devices so far in 2019.
22. 39% of smart-speaker owners listen to podcasts at least once a week.
(Convince & Convert)
74% of Americans who own smart speakers such as the Google Home and Amazon Alexa listen to podcasts directly from the device. In the last two years, the number of podcast listeners using smart speakers increased by 10%.
23. 60% of all podcast shows are downloaded from Apple.
In 2018, Apple announced that its platform hosts more than half of the world’s podcast content. Apple published 25 of the most downloaded podcasts in 2018.
How People Listen to Podcasts
24 . The average podcast listener subscribes to 7 different shows weekly.
(Convince & Convert)
This is 40% more than in 2017. Also, 14% of weekly subscribers enjoy 11 or more shows.
25. 52% of podcast subscribers listen to entire episodes.
In 2019, 52% of podcast consumers listen to the entire audio episode. Podcast download statistics show that Americans who use podcast platforms to download episodes are more likely to watch or listen to the whole broadcast. But why is that? Podcast listeners are attracted to this form of broadcasting, as it can give them information whenever they want. Research suggests that podcast users actually develop a type of relationship with the podcasters, in the sense that they are very interested in what they have to say.
26. 58% of podcast consumers listen to between 76% and 100% of all the podcasts downloaded on their devices.
Podcast consumers listen to most of the shows they download on their smartphones and other mobile devices. 20% of podcast listeners listen to between 51% and 75% of the shows they download.
27. Around 26% of podcast listeners increase the speed of podcasts while listening.
Whether they are listening on YouTube or they are using podcast platforms such as Spotify or iTunes, podcast stats show that listeners are more likely to increase the speed while they listen in order to finish sooner.
28. Podcast listeners spend an average of 6 hours and 37 minutes listening to podcasts every week.
Until two years ago, consumers spent only 5 hours per week listening to podcasts. In 2018, listening time jumped 32% in a single year.
29. 90% of podcast consumers prefer to listen to a podcast at home.
Podcasts have taken consumers by storm because they are on-demand, meaning you can listen to them anytime, anywhere. In most scenarios, however, podcast consumers prefer to listen to podcasts at home. Other popular locations among Americans include in the car or truck (64%), at the gym (43%) or at work (37%). 49% of podcast users listen to a podcast while walking, according to podcast statistics for 2019.
30. More than half of Americans do chores while listening to podcasts.
Multitasking and listening go hand-in-hand. 59% of consumers listen to a podcast while doing housework. 52% like to hear a podcast while driving. 51% like to cook and listen to shows at the same time. Podcast listeners claim that podcasts are a good way to relax – about 50% go to bed while listening to their favorite shows.
Podcasts and Business
31. 94% of podcast consumers are active on at least one social media channel.
Podcast listeners are active social media users, according to the latest podcast stats. They are also more likely to follow their favorite brands on social media channels such as Facebook, Instagram, Pinterest, and YouTube.
32. More than half of US podcast listeners pay attention to the ads.
Listeners are more likely to listen to ads on podcasts than on any other medium. According to Business Insider, 55% of podcast listeners pay attention to podcast ads, which is 10% more than those who pay attention to ads on the radio. Most podcast listeners don’t skip ads, mostly because they are seamlessly integrated into the program and usually read by the host.
33. 54% of podcast consumers say they think about buying an advertised product.
(Convince & Convert)
Podcasting is surely a new field for businesses advertising their products. 17% of podcast users say that they are much more likely to buy an advertised product.
34. Businesses spent $497 million on podcast advertising in 2018.
(Interactive Advertising Bureau)
Podcast ad revenue in 2017 totaled $314 million in the US. This grew 53% in 2018. And it is estimated that by 2020, marketers will spend $1 billion on podcast advertising every year.
35. Brands that advertise products and services during business podcasts have a 14% lift in purchase intent.
There is plenty of research on customer behavior proving that podcasts impact brand lift. Here are some interesting podcasting statistics on customer purchase intent:
- Brands that have ads in podcasts about society and culture are most likely to have a 9.2% lift in purchase intent.
- Brands that advertise in news and politics podcasts are most likely to have a 12.8% lift in purchase intent.
- Brands that advertise in comedy podcasts are most likely to have a 7.3% lift.
- Brands that advertise in sports podcasts are most likely to have a 9.3% lift.
36. 39% of small and medium-sized businesses owners are podcast users.
About 65% of them listen to podcasts weekly, according to 2018 podcast listenership stats. Researchers found that 70-72% of business owners who have 100-500 employees listen to podcasts.
37. 50 billion episodes have been streamed or downloaded from Apple.
This 2018 number includes shows and episodes from the iTunes and Podcasts Apps. In 2017, 13.7 billion episodes were downloaded.
38. Monday, Tuesday, and Wednesday are the best days to release a podcast.
What is the best day to release a podcast? Podcast-marketing specialists say that on Mondays, Tuesdays, and Wednesdays, consumers are most likely to download episodes. Saturday and Sunday are the days when the number of downloads is the lowest.
39. Amazon Prime podcasts have 105 million active users.
This number is from June 2019. The podcast subscriber numbers increased from 95 million in 2018.
40. 50% of surveyed Americans say that podcasts are “too long.”
This might be the reason a part of the US population doesn’t listen to podcasts, according to Edison research. Of course, the length of a podcast depends on its category and genre. For example, gaming podcasts have longer episodes than those devoted to business or education. The average podcast length is 43 minutes and 24 seconds, but the most popular podcasts in 2019 are 53 minutes long.
What is a podcast?
A podcast is an audio or video file, usually available as a single episode. A podcast can be watched via a streaming platform or downloaded to a mobile device or computer. The podcast industry covers a number of niches, including music, culture, society, comedy, health, business, and many others.
How many podcasts are there?
It is estimated that 750,000 podcasts and more than 30 million episodes exist on the web in 2019. In 2018, Apple alone featured 550,000 podcasts and 18.5 million episodes.
How do you find out how many listeners a podcast has?
Podcasts exist across various platforms and websites, meaning it is difficult to track podcast growth and the number of listeners following a specific show. However, there are methods to find out the number of listeners. The easiest way to see how many listeners a podcast has is to check out podcast download numbers and the number of subscribers. This is possible for podcasts that are hosted on platforms such as Spotify, Google Play, iTunes, SoundCloud, and others.
To estimate the number of listeners, you can use a Web analytic tool. Every podcast-hosting platform provides tools for tracking subscribers by IP address and device. In this way, they offer specific data on podcast listenership. For example, iTunes podcast analytics provide podcasters with information about how often users listen to shows and episodes and how the popularity of each episode changes over time.
How many downloads makes a successful podcast?
The most successful podcast episode had around 50,000 downloads in only 30 days. An episode with 9,000 downloads earns a place in the top 5% of podcasts, and 3,400 downloads puts you in the top 10%. The average podcast racks up 141 downloads in the first 30 days.
Do podcasters make money?
Some do. Podcasters make money through sponsorships, donations, affiliate marketing, and listener support.
If you have listened to a podcast, you might have heard the host asking for financial support from listeners. This is a good way to earn money for podcasters who provide great content. The most subscribed podcasts might also sell products or services.
How many people listen to podcasts?
144 million Americans listen to podcasts, according to the latest podcast statistics. Put another way, 51% of the US population older than 12 have listened to a podcast at least once. In comparison with 2018, 20 million more Americans listen to podcasts.