Podcast is one of the content formats that has been increasingly popular because it can convey stories in the form of spoken words that people can watch and listen to according to categories they are interested in. One study found that more than 130 million people in the United States listen to Podcasts every month. It can be said that if you ask around what Podcast channels or who they are listening to these days, the answers will surely cover almost every topic, making it hard to even know which one is which.
Therefore, as brands or marketers who want to reach new target audiences, using the Podcast platform to run various advertising campaigns is another interesting strategy this year. To ensure that marketers know that Podcast is another good marketing channel, in this article we have compiled interesting statistics from Spiralytics for everyone. If you’re ready, let’s take a look.
Overall Podcast Statistics That Are Interesting.
Statistics About Podcast Listening Behavior
- In 2021, Podcast listeners in the United States spent more than 11.2 hours per week listening to Podcasts, which is a high number.
- 67% of Podcast listeners listen every week, and 38% listen every month.
- Only 5% of Millennials and Gen Z listeners listen to Podcasts to help with work, meaning both groups listen to Podcasts primarily for personal entertainment.
- 73% of Podcast listeners choose to listen via smartphones or tablets because they are portable and convenient to listen to.
- 59% of Podcast listeners often listen when they are at home.
- 75% of Gen Z listeners use Music Streaming to listen to Podcasts.
Statistics About Podcast and Marketing
- It is predicted that in 2024, the value of Podcast Ads in the United States will reach $2.5 billion.
- In 2022, the value of Podcast Ads in the United States was $1.73 billion.
- It is predicted that the value of the global Podcast industry will reach $4 billion in 2024.
- 84% of Podcast ads will be Dynamic Ads, and 40% will be ads that rely on the Host to read.
- In 2021, Pre-Roll Ads (ads before accessing content) increased by 32% on Podcast.
- 55% of Podcast ads will be between 16-30 seconds long.
- From 2020 – 2021, the number of Branded Content on Podcast increased by 82%.
- 51% of Podcast listeners pay more attention to Podcast Ads than encountering advertisements in other formats.
- 56% of Podcast listeners are more likely to purchase products or services from a brand after hearing ads on Podcast.
- 76% of Podcast listeners are more likely to be interested in Sponsored Content.
Concluding Remarks
Podcast is a content format that consumers can choose to listen to anytime, whether doing small tasks, commuting to work, exercising, or even listening before bed. It can be said that it responds to the behavior of modern consumers very well. Therefore, it’s not surprising that in the past two years, many brands have started to create content about Podcast, resulting in it becoming one of the interesting marketing channels for novice marketers. So, in 2023, don’t forget to market in line with the Podcast listening trends.
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