Considering the release of our first episode of the Coffee & Capital Podcast, I thought it would be relevant to talk about statistics surrounding podcasts.
First things first. What is a podcast?
By definition, a podcast is “a digital audio file made available on the internet for downloading to a computer or mobile device, typically available as a series, new installments of which can be received by subscribers automatically.” Simply put, a podcast is a series of “sound only” episodes.
In the United States, 75% of the population is familiar with the term “podcasting” and 50% of all US homes are podcast fans.
In addition to those percentages, 55% of the US population has listened to a podcast, 37% listen to podcasts at least every month, and 24% listen to podcasts weekly. The percentages for the age of listeners show that many listeners are 12-34 years old (48%). In addition, 32% of the listeners are 35-54 years old and 20% are 55 and older.
In Canada, only 63% of the population is familiar with the term “podcasting”, 36% listened to a podcast in the last month, and 23% listened to a podcast in the last week. Meaning that there are far fewer Canadians familiar with what a podcast is, but those who do know listen more regularly.
Of those podcast listeners, when do they typically listen?
In the United States, 90% of people listen to podcasts at home and 64% listen while driving. They subscribe to an average of 6 shows, listen to an average of 7 different shows per week, and 93% listen to all or most of each episode.
In Canada, 91% of people listen to podcasts at home, 35% listen while driving, and 24% listen at work. They listen to an average of 5 different shows per week and 81% listen to all or most of each episode.
Out of these podcasts that listeners stream, 81% say they pay attention to the ads, compared to 63% that sometimes or always ignore TV commercials, 66% sometimes or always ignore digital ads, 61% sometimes or always ignore billboards, and 59% sometimes or always ignore radio commercials. To top it off, 60% of podcast listeners say they have bought something from a podcast ad.
With this data, it seems as though a lot more people are listening than not and if you run an ad during a podcast, the numbers make it seem as though you might be heard instead of ignored.
PodcastHosting.org. Postcast Hosting Reviews. https://podcasthosting.org/podcast-statistics/?gclid=CjwKCAjwmeiIBhA6EiwA-uaeFSkkOMMS3VykY63DNVGv_nxYfIZWbGu1KrY1W9JqouTNhwghlWTq4xoCUnAQAvD_BwE. Accessed 18 August 2021.