Although news/talk radio, cable news/talk TV and all other platforms still lumped under the heading of “legacy” or “mainstream” media remain collectively powerful as venues of exposure for the national conversation in this crucial political year, the 2024 presidential race has significantly elevated podcasting to a seat at the table of influence drawing ongoing guest appearances by the major party candidates. Pictured above: OutKick’s “Maintaining with Tyrus” podcast hosted by George “Tyrus” Murdoch. Murdoch is a FOX News Channel (FNC) contributor and a New York Times best-selling author. The interview was recorded this morning (10/18) at Trump Tower in New York City and can be viewed here.
Podcast industry expert/media writer Ashley Carman aptly describes this year’s cycle as the first real “podcast election” in her Bloomberg Newsletter column. Carman credits the following factors in fueling the rise of podcasting in the presidential arena:
The number of people listening to podcasts monthly has more than doubled since 2016. An estimated 135 million people listen to a podcast monthly while 98 million listen weekly, according to Edison Research’s “Infinite Dial” study this year. This is a significant uptick from 2016 when Trump first ran for president. At that time, 21% of Americans over the age of 12 said they’d listened to a podcast monthly. This year that figure is 47%. The reach of the medium continues to grow. At this point, it’s basically mainstream.
Monthly podcast listeners have more than doubled since the 2016 election. Source: Edison Research “The Infinite Dial 2024”
People trust podcasters. A few different studies suggest people trust podcasters more than other media personalities, particularly when it comes to hearing about the news. Research from Deloitte last year found that 75% of surveyed respondents said they agreed with the statement, “I trust the podcast hosts I listen to.” Pew Research found last year that most people who get news from podcasts either say they trust that news more than the news they receive from other sources (31%) or trust it about the same (55%). We typically see this play out through podcast product endorsements, the backbone of the industry. Promo codes on podcasts have become a parody at this point, but the reality is that they work. People often take action when a podcaster throws their weight behind a product, and if having a guest on counts as a tacit endorsement of sorts, listeners are likely going to pay attention. Podcasters have also turned into superstars in their own right, inspiring fans to spend money to see them live and demonstrating how committed people are to the programs. Just this past week, The Rest Is Politics sold out the O2 arena in London. Some 13,000 fans attended. In August, the popular US-based podcast, “Kill Tony,” performed at Madison Square Garden over two nights. Those events generated $2.4 million in gross revenue with over 25,000 tickets sold, according to Pollstar.
Podcast hosts can influence their audience more than other media formats. Source: Deloitte Digital Media Trends, 17th edition (April 2023)
Young people, and yes, men, are spending time listening to podcasts. Much of the coverage around Trump’s and Vance’s podcast appearances has centered on their efforts to reach young men. More generally, young people are spending time listening to podcasts. Last year, of people between the ages of 13 and 24, 77% had at some point listened to a podcast, according to Edison Research and SXM Media, and 47% had listened to one in the last month. From that same study, men and boys listened slightly more than women and girls in a month — 53% compared to 46%.
Political messaging. But perhaps greater than any single data point is the general recognition of how well the podcast format suits political messaging. Anyone who has listened to a general interview podcast knows these shows often allow guests to speak at length, without interruption, making it an ideal venue for a politician to communicate beyond their worn-out soundbites. Few other media formats provide this kind of access to Gen Z for such prolonged periods of time.
To read Ashley Carman’s entire column, please click here.
