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8 things every marketer should know about podcasts

Edison research released its 2017 study on podcast audiences “The Podcast Consumer." Lots of great data. The study is well worth reading in full. The gist is that podcast audiences are growing swiftly in the U.S.

Recent research in Canada indicates similar growth with penetration in Canada having increased by more than 50% in the past three years. Today, 37% of English Canadians 18 to 34 have listened to a podcast at least once in the last month according to Media Technology Monitor.

Here are eight statistics from “The Podcast Consumer” worth noting:

  1. Podcast listening compares statistically to Twitter usage: 24% of the population listens to podcasts at least once a month, while 23% use Twitter
  2. Millennials are very fond of podcasting, but so are older demos: 44% of people between 18 and 34 listen to podcasts at least once a month; 33% are between 35 and 54
  3. Interest in podcasts is positively correlated to income: 45% have incomes over 75K; 15% earn over 150K
  4. Podcast audiences are among the most highly educated consumers: 84% have attended some sort of post secondary institution; 30% attended some grad school or advanced degree
  5. Podcast hosts speak directly into listeners’ ears, often through ear buds. Think about that for a second: 69% of audiences listen on a mobile device
  6. Audiences tend to listen to the end of shows, which usually run for 30 minutes or longer: 86% typically listen to “most” or “all” of a podcast. Compare that to the 60% of video viewers that click off after only 2 minutes, regardless of the length
  7. Podcast users are also the most active on social media: 94% are on social media; 73% are on Facebook
  8. Nearly half of all podcast users are also more likely to follow your brand: 48% follow companies or brands on social media. Compare that to 31% of the entire population that follow brands


Peter Vamos