Triton Digital Releases U.S. Podcast Report 2023
Triton Digital released its second annual U.S. Podcast Report that “provides insights into the evolving U.S. podcast landscape over the course of 2023, including listening habits, audience demographic data, and insights into the top podcasts, networks, and debuts from the Triton U.S. Podcast Ranker.” The report indicates the number of monthly podcast listeners continues to rise with 12% growth over the past two years. In 2023, 40% of the U.S. population reported listening to a podcast within the past month.
Other notable findings: 1) Older Americans and women are listening to podcasts at a faster rate, with a 22% increase in listeners over the age of 55 and a 19% increase in female listeners 18+ over the past two years; 2) Top podcast genres of 2023 were News (22% of downloads), True Crime (18%), and Comedy (15%). Of True Crime podcast listeners, 67% were female, of Comedy podcast listeners 62% were male, and of News podcast listeners 58% were male; 3) The top sales networks of 2023 in the Triton U.S. Podcast Ranker were SiriusXM Podcast Network at #1, NPR at #2, and Wondery at #3. The top podcast of the year was “NPR News Now.” Triton Digital SVP measurement products & strategy Daryl Battaglia says, “2023 was another year of significant growth for the podcast industry, and with increasing female and over 55+ audiences, we can expect more content production to serve those groups in the coming year. As podcast listenership continues to rise and reach new audiences, we’ll continue to provide our customers with in-depth insights around podcast consumption and listener habits in the coming year.” Get the full report here.
Comedy and True Crime; 2) Monthly podcast listeners are younger than the general population with over 25% of monthly podcast listeners between the ages of 25 to 34, and tend to skew more male; 3) Compared to the general U.S. population, podcast listeners tend to have a higher household income (121 index for HHI $100K+), be more educated (131 index for College Graduate+) and be more diverse (115 index for Hispanic ethnicity, 109 index African American); and 4) The most downloaded podcast in 2022 was “NPR News Now” and the number one top new show was “Rachel Maddow Presents: Ultra” (NBCUniversal News Group). Triton SVP measurement products & strategy Daryl Battaglia says, “As the podcast industry continues to grow, we look forward to sharing these insights to help publishers and advertisers make more informed decisions. Podcasting is an engaging and powerful storytelling medium and our inaugural year-end podcast report acts on our commitment to provide our customers with credible, insightful and trusted data around the consumption of podcast content and listener habits.”