Whereas podcasting has all the time been seen as a distinct segment device which can or might not be related from a advertising and marketing perspective, with yearly we see increasingly content material creators and types leveraging podcasting for enterprise. I even have been investing extra time into my very own Your Digital Advertising and marketing Coach podcast and as I take heed to different podcasts listed in my 11 Finest Social Media Advertising and marketing Podcasts submit, I assumed it was time to persuade you to think about podcasting for enterprise by means of this submit on podcast statistics.

Let’s now take a step again in historical past to place the present podcast business in perspective earlier than we contemplate the most recent podcast statistics.

I may be growing old myself right here as a GenXer, however most of us who’re somewhat bit older bear in mind the times when households would collect across the radio to listen to numerous packages. These may have been information, politics, climate, spiritual programming, or good old style enjoyable. Mother and father and children would battle over what station to take heed to, similar to they did the TV distant.

The instances are a changin’, although. More and more persons are turning to a brand new supply of audio content material that’s preventing for share of time: Podcasting. Most individuals contemplate that the time period originates from the truth that, initially, these pre-recorded audio packages have been designed for the iPod and MP3 participant of yesteryear. And initially, they have been a really area of interest media product centered across the impartial voices who positioned their packages in Apple iTunes.

Right now it’s protected to say that podcasts have turn out to be an everyday a part of worldwide media consumption. As well as, they’ve turn out to be a chance for us as entrepreneurs to succeed in goal clientele particularly since each iPhone contains the Apple Podcasts app by default. All the different main expertise and media gamers have additionally been investing in attracting the podcast viewers, from the creation of Google Podcasts for Android telephones to the enhancement apps reminiscent of Amazon Music, iHeartRadio, and Spotify to raised help podcasts.

Let’s take a look at some podcast statistics to think about, starting with the sheer quantity of podcasts that exist.

Podcast Statistics: The Provide Perspective

As a normal rule, social media networks are leveling off in market share and saturation. In spite of everything, most Individuals have a Fb account, and that features adolescents with their Instagram, Snapchat, and/or TikTok account. Likewise, different networks like YouTube have gotten ubiquitous channels for self-expression. Nonetheless, as these podcast statistics will present, Podcasting is a rising and engaging medium for entrepreneurs and companies.Extra importantly for these of us that need to stick out and be present in a crowded digital area, the quantity of podcasts that exist are about 0.1% of the overall quantity of blogs that exist! That’s a chance that’s making podcasting a really engaging initiative for a lot of entrepreneurs. The truth is, the keynote at a latest podcasting convention I attended introduced that there have been extra podcast listeners than Spotify listeners. Clearly podcasting as a mass medium has arrived. The query is: When will YOU begin a podcast?

1. There are practically 2.5 million podcasts listed in Apple podcasts.

That’s lots of podcasts, but it surely’s vital to keep in mind that there are various inactive podcasts. If you happen to rely an inactive podcast as one which hasn’t revealed a brand new episode in 90 days, that 2.5 million podcasts quantity drops dramatically to displaying that:

2. Solely round 450,000 podcasts are lively.

Even supposing solely round 20% or so of podcasts can be thought of an lively podcast, through the years they’ve culminated within the publication of:

3. Greater than 71,000,000 episodes exist in podcast feeds.

What this implies is that for the typical listener, just by doing a search of their favourite podcast participant they’re certain to discover a podcast episode that pursuits them.

And this isn’t just for an English-speaking viewers. Even since again in 2018,

4. Podcasts can be found in over 100 languages.

That’s extra languages than most social networks have obtainable. And it isn’t shocking, contemplating that to be able to make a podcast all you actually need is a option to file and edit audio, and a option to distribute it. Because of this anyplace yow will discover high-speed web entry and constant electrical energy, folks with one thing to say can simply produce content material. One can solely assume that there are podcasts obtainable in additional languages, given the unfold of web entry worldwide.

Podcast Statistics: The Demand Perspective

That’s lots of podcasts that exist, however who’s listening to them and the way usually are podcasts being consumed? Let’s begin by asking what number of Individuals have ever listened to a podcast. This reply hints on the progress that podcasting continues to indicate:

5. 62% of Individuals aged 12 and over have listened to a podcast in 2022, up from 57% in 2021.

Podcasts may need as soon as been one thing of a distinct segment curiosity, however day by day, weekly, and month-to-month podcast listeners are growing, and the podcast business comprises a really huge vary of pursuits and concepts. Whether or not these numbers point out folks listening to podcasts on a month-to-month foundation or folks listening to podcasts on their good speaker each morning throughout their bathe, the reality of the matter is that podcasts are gaining traction as a priceless option to cross the time. Even with out having one thing to contribute to the most well-liked podcast style, or devoted weekly podcast listeners, a podcast is usually a priceless device to develop your viewers and keep your on-line presence. 

When requested for his or her most up-to-date podcast listening habits, 

6. 41% of Individuals aged 12 and over have listened to a podcast within the final month.

7. 28% of Individuals aged 12 and over have listened to a podcast within the final week.

Each of the above numbers come from the Edison Analysis Infinite Dial report that was created in collaboration with Triton Digital.

These numbers are up considerably from an earlier era: Solely 9% of the inhabitants surveyed have been month-to-month podcast listeners again in 2008 whereas solely 7% mentioned they listened to a podcast within the final week again in 2013.

As far has how a lot time is spent to listening to podcasts, One examine discovered that

8. Greater than 80% of podcast listeners (82.4%, to be actual) spend upwards of seven hours in a mean week listening to their favourite podcast listening app.

The common podcast person is a devoted one; podcast audio listeners overwhelmingly spend a substantial amount of time every week listening to podcasts by means of their favourite apps. To totally perceive podcast progress, although, it is very important perceive {that a} podcast obtain doesn’t essentially equate to a pay attention. Knowledge exhibits that listeners are fairly specific about what they take heed to on a weekly foundation. The hours of podcasts are usually not essentially consumed by means of quite a few completely different channels, however could as a substitute be extra tightly honed in. That is demonstrated by the next: 

Apparently sufficient, although, one other stat exhibits that whereas there may be lots of hours of podcasts being consumed on common, the variety of podcasts that folks take heed to usually are restricted in quantity. The truth is,

9. On common, solely 8 completely different podcasts are listened to weekly.

What this implies is that whereas with search engine optimization there’s all the time competitors however big search demand, for podcasting you all the time need to remember that the listener is solely not going to subscribe to dozens of podcasts, so you need to make yours interesting – and proceed to take action over time.

On a podcast episode foundation, the most well-liked size of podcast episodes, based on podcast insights from the podcast host Buzzsprout, exhibits that:

10. 32% of podcast episodes are between 20 and 40 minutes lengthy.

What these numbers inform us, then, is that podcasting is turning into a significant power in media consumption.

So, who listens to podcasts, anyway?

In addition to the truth that there are lots of people listening to podcasts, as followers of media traits and as entrepreneurs we need to know what the demographics are amongst listeners. Listed below are some fundamentals in regards to the typical podcast listener.

We’re discovering that podcasting appears to be favored by a youthful viewers:

11. 50% of Individuals between 12 and 34 years outdated surveyed listened to a podcast within the final month.

The grownup inhabitants within the U.S. just isn’t the one inhabitants included in podcast listener statistics. As an alternative, folks as younger as 12 have demonstrated an curiosity in podcasts, with month-to-month listeners from all ages and walks of life. Half of these surveyed acknowledged listening to a complete podcast inside the final month, maybe largely due to the openness of the podcast market. From well being meals podcasts hosted by well being meals manufacturers, to way of life podcasts managed by influencers, avid podcast followers and newcomers alike can discover one thing they’re fascinated with. The arrival of fashionable podcast platforms, together with Spotify and Apple podcasts actually doesn’t harm, as having a conveyable machine makes podcast listenership simple to come back by. 

12. 40% of these underneath age 55 pay attention month-to-month.

By far, that is the biggest American section to be listening to a podcast month-to-month, and it’s 8% larger than the all-ages listening price. A part of this, after all, has to do with total expertise utilization. Older folks nonetheless spend extra time listening to or watching old style broadcast tv. They have a tendency to make use of computer systems for e-mail and checking up with their grandchildren. A number of extra are on Fb or YouTube, however they aren’t usually on-line for a lot of hours every single day, nor do they personal as many smartphones because the youthful set.

13. 67% of podcasts assume an viewers between the ages of 18 and 44.

And as a rule, these are the folks almost definitely to pay attention. That’s as a result of podcast listeners are typically technologically savvy. You need to search for an excellent podcast to be able to discover one; it isn’t one thing that’s in your face on a regular basis, not like different types of on-line media.

14. 45% of podcast listeners have a family earnings over $250,000.

Whether or not you’re contemplating solely Individuals or the worldwide inhabitants, this determine is much larger than the general proportion of those who make this sum of cash. What this implies is that podcast listeners on common have a a lot larger earnings than the final inhabitants. Provided that the format permits for multitasking in a manner that studying blogs or looking out social media doesn’t, I’m not stunned. Additionally, till the smartphone grew to become fashionable, listening in usually required costly gear that not everybody can afford.

15. Podcast listeners are 68% extra prone to have a postgraduate diploma

This goes to indicate that podcast listeners are typically on the clever facet..

What podcasts do folks take heed to?

It’s one factor to know that podcasts are fashionable, and one other to know what sorts of issues folks take heed to. Thankfully, we have now a survey to take a look at:

16. 74% of podcast listeners take heed to be taught new issues.

These podcast stats from Edison Analysis have been compiled after COVID, so this might have been influenced by the final pattern of labor and faculty at dwelling. That being mentioned, different fashionable genres of podcasts that folks take heed to based on the identical examine are comedy, information, politics, science, arts, sports activities, and enterprise.

It’s honest to say that this can be a huge number of matters, and that there’s one thing for everybody. That doesn’t even rely extra area of interest matters which can be much less fashionable. As well as, some niches like music have all kinds of fashion choices, even inside the English language. For sure, the choices for reaching folks together with your promoting message are limitless

How do podcasts match into listener’s lives?

Till lately, figuring out how folks used media all through the day was pretty easy. People would learn the newspaper very first thing within the morning, then the radio whereas driving to work. Catching the information at breakfast, and discovering out about occasions for the day, was an vital a part of an American employee’s day.

But it surely had one drawback: You may most likely eat or drink whereas studying the paper, however most different actions are out. This isn’t an excellent type of content material if you’ll want to multitask. However, audio content material invitations multitasking because it lets you carry out all kinds of duties whereas listening, as long as it doesn’t take an excessive amount of focus.

17. 49% of podcast listeners take heed to the packages at dwelling.

That is a technique that podcasts are taking the place of listening to music being performed when you do house responsibilities or pursue a passion. The truth is,

18. 59% of listeners have carried out house responsibilities on the identical time.

Home tasks can embrace every thing from ironing garments to mowing the garden. These are instances once we usually don’t want to pay attention an excessive amount of on the chore at hand, and might focus most of our consideration elsewhere.

Equally,

19. 49% of podcast listeners say they accomplish that whereas driving.

Driving is among the extra vital instances for listening to the radio, if you happen to contemplate that it was as soon as a ubiquitous observe. It’s clear to see how podcasts are actually competing with that head on.

And in one other instance of individuals listening to podcasts away from dwelling,

20. 46% have listened to podcasts whereas out on a stroll.

It is a scenario the place previously most individuals would have listened to music that they personal. It would’ve been utilizing a digital music participant or one of many older tape or CD-based fashions, however folks have been strolling round their neighborhoods with headphones for many years. Solely the format is altering.

This subsequent revealing podcast stat comes from the UK, the place

21. 79% of podcast customers take heed to podcasts by means of their cellular machine.

It’s doubtless that there are various the explanation why folks select to make use of smartphones. Again when podcasts have been new expertise, smartphones have been comparatively primitive. Bear in mind Palm Pilots that just about solely stored observe of e-mail and schedules? The equation modified radically when the iPod changed into an iPhone. Earlier than that time, folks would carry each a music participant and a cellphone. Now, the smartphone can serve each features, after which some. And it’s additionally vital to keep in mind that the supply of podcast apps like Apple Podcasts, an integral a part of the iPhone, signifies that cellular gadgets are by default podcast-enabled.

The underside line right here is that folks take heed to podcasts in related methods they may have listened to different types of moveable music previously.

Which brings us to the following query:

As vital as it might be to know the kind of viewers loved by podcast creators, as entrepreneurs we do wish to know what’s in it for us. Since podcasting continues to be maturing as a medium, the numbers aren’t as simple to acquire. However hopefully what I’ve discovered right here will probably be useful.

22. Solely 17% of podcasters file movies of their episodes

I’m responsible of being one of many 83%, which I plan to alter within the close to future, however some podcasters have carried out very properly recording movies and publishing them on YouTube. The Joe Rogan Expertise is one such instance: His dwell streamed interview with Elon Musk, which can be featured in his podcast, has garnered greater than 60 MILLION views. What this implies is that if you’re contemplating making a podcast or guesting on another person’s, you most undoubtedly need to take video into consideration.

For these , here’s a take a look at that interview:

On the the opposite hand, from an promoting perspective,

23. Estimates say that by 2024 promoting income on podcasts ought to attain $4 billion.

For advertisers, which means many extra adverts are being positioned into podcasts every year. There can also be price will increase of podcast advertisements as podcasts get extra listeners. However, it additionally signifies that there are some actual alternatives to become profitable by means of podcasting for content material creators and podcast hosts.

24. 69% of listeners say that podcast adverts launched them to new services or products.

And as we entrepreneurs know, a rise in model or product consciousness is step one in growing gross sales. That is very true with shopper merchandise, as a result of it’s simple for customers to get right into a rut of utilizing the identical issues on a regular basis. Plus, it permits folks the chance to do analysis through different types of content material we’ve put out for them.

25. 38% of listeners report buying issues which can be talked about in podcasts.

There’s no query that this contrasts with extra mature types of media, and people with a wider enchantment. In spite of everything, a bigger proportion of social media customers have purchased issues due to sponsored content material on these platforms.

Nonetheless, it’s most likely honest to guess that prospects don’t take heed to podcasts that usually with the objective of discovering new services. It is a lot like conventional types of media consumption: content material is consumed to get info, be entertained, or pursue any variety of pursuits apart from simply purchasing. However, folks take a look at Instagram, Twitter, or Pinterest on a regular basis with the objective of discovering out about services. Intent makes lots of distinction.

Lastly, whereas there isn’t a podcast statistic to show my level but, most podcasters which have developed enterprise podcasting will let you know that it helps construct a deep and dependable relationship with their followers which, mixed with an internet site, e-mail advertising and marketing, and related services or products, unquestionably contributes to gross sales.

Not so way back, podcasts have been thought of a nerdy type of media. As podcasts turn out to be extra mainstream nevertheless, they’re experiencing explosive progress. That is giving us as entrepreneurs an unimaginable alternative to assist form a brand new style of media whereas additionally making a living for our firms or purchasers.

In case you are fascinated with launching a podcast and don’t know the place to begin, try my step-by-step information right here:

Do you have already got a podcast? Please drop a hyperlink within the feedback so readers can test it out.

Which of those podcast statistics satisfied YOU to begin podcasting?

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