Industry News

Nielsen: “Heavy” Podcast Listening Increases

The latest edition of Nielsen’s Podcasting Today audience insights report notes – among other things – that lighter podcast listening (listening less than an hour per week) declined from May 2022 to May 2023im across all demographics, while heavy listening (listening more than 8 hours per week) increased year-over-year. Also from the study: 1) The number of Americans listening to podcasts has increased by 45% in the last five years, and more than doubled in the past decade; 2) the jump in listening while in the car (or on public transportation) is noticeable across all age groups. It is now the most popular location to listen to podcasts among consumers 18-34 and 35-49. Read the full report here.

Industry News

Edison Research and SXM Media Release Gen Z Podcast Study

Edison Research and SXM Media release the Gen Z Podcast Listener Report. The report notes that Gen Z (ages 13-24) has an estimated online population of 24 million Americans. Some of the takeaways from this report include: 1) Podcast listening has grown among those age 13-24: In 2018, 30% of those age 13-24 had listened to a podcast in the last month. Today, 47% of those age 13-24 have listened to a podcast in the last month (24 million Americans), a 57% increase; 2) Gen Z got an early start with podcasts: 16% of Gen Zim monthly podcast listeners started listening as a child, 57% started listening as a teenager and 25% started listening as an adult. This means 73% of Gen Z monthly podcast listeners began listening before the age of 18; 3) Those who began listening earlier in life, listen longer: Gen Z monthly podcast listeners who started listening as a child consume 10.6 hours of podcasts per week; those who started as a teenager consume 7.5 hours per week, and those who started as an adult consume 6.6 hours of podcasts per week. The average for all Gen Z monthly podcast listeners is 7.7 hours per week; and 4) Gen Z act as a result of podcast ads: 82% of Gen Z monthly podcast listeners have taken any action as a result of hearing a podcast advertisement; 70% have either purchased or wanted to purchase the product or service they heard advertised, 61% have visited a company or product website, 44% have used a promo code or discount code mentioned in the podcast, and 42% have recommended a product to a friend or family member. See the study here.