How we consume content has been rapidly changing over the last few decades, which in turn has engendered new marketing opportunities. The podcast is one of those revolutionary content categories. In October 2020 there are 1.5 million active podcasts that contain 34 million episodes.
The infographic below from the Wondershare Filmora team shows more statistics about podcasting, and you will get some marketing insights if you are intending to promote your product and service via podcasting.
Who is listening to podcasting worldwide?
The top 5 most massive audiences of Podcasts are in South Korea (53%), Spain(39%), Ireland(37%), Sweden(35%), and the USA (35%). There are currently more than 1.5 million active podcasts containing 34 million episodes in 100+ languages.
A recent study by Edison Research has shown that 37% of Americans tune in on podcasts monthly, while 24% weekly.
Interestingly, the audience is amazingly gender-balanced, attracting roughly the same number of men and women. However, young(12-34 years), wealthy, and educated people form the podcast demographic majority.
What kinds of podcasting are popular?
Podcasts are available in various flavors, but comedy is the most popular (36%), followed by News (23%), and Society & Culture (22%).
When, where, and how do people listen to Podcasts?
Well, most people (49%) prefer the comfort of their home & smart devices(65%), while 22% of them enjoy it while driving. On average, people spend 6 hours and 39 minutes on podcasts every week. Although they may check out up to 6 different shows, most listen to just two weekly. In terms of streaming platforms, Spotify and Apple dominate the Podcast market with a combined share of 45%.
Podcasts present one of the best marketing platforms. Nearly all (94%) of the audiences are active social media users, and more than half consider purchasing products following the ads. Therefore, ads on podcasts reflect profoundly on social media outreach and revenue. For example, the Comedy category secured brands with a 7.3% increase in purchase intent. Moreover, the podcast ad revenue has been rising exponentially since 2015, with more than 720% growth from 2015-2020.