10 Feb 2017 by Teodor Scorpan in Content Marketing

What is a Podcast?

Podcasts use an audio file to share information through computers or portable music devices like MP3 players. Podcasts can be used for a variety of purposes, including sharing information about new products or services, company information, or general information related to the industry.

Most of the business ignore this type of content, and you most probably are one of them. Keep reading and you’ll find out what you are missing.

We observed that we barely knew any person that listens to podcasts. Maybe some of our friends do but we don’t know it. Could you tell if a person listens to podcasts by how he looks or how he talks if you met him outside? So who are these people?

The Podcast Consumer

They are young and tech savvy. They are adept at using a smartphone or a computer. Half of US podcast listeners are between 12 and 34 years old. Podcast listeners also spend more time online in general than the rest of the population. They tend to favor the Internet over any other form of media such as TV, radio, or newspapers. This means that whatever marketing you’re doing on these more traditional forms of media is likely not reaching these younger podcast listeners.

They are affluent and educated. Podcast listeners are more educated and have higher incomes when compared to the rest of the population. 24% of Americans with a college degree listen to podcasts weekly compared with the 10% of Americans without a college degree who are listening weekly. And you’re twice as likely to be a weekly podcast listener if you make $100K or above as if you make $50k or below. In other words, podcast listeners have money to spend on the products and services you are offering. Also – podcast listeners skew slightly male, with 54% of listeners identifying as that gender.

They are social media users. Podcast consumers are more plugged-in to social media than the rest of the population. These are the people who check social media sites multiple times a day – a perfect demographic for the social media marketers out there who are reading this. In fact, 56% of podcast listeners use social media sites at least once a day to several times a day. They are avid YouTubers when compared the rest of the population.

Podcast is a growing trend

Podcast Listening Grew 23% between 2015 and 2016. 21% of Americans ages 12 and up have listened to a podcast in the past month. That is up from 17% in 2015. Monthly podcast listenership has increased 75% since 2013.

The audience is bigger than you think

To provide some context for what 21% of the entire country represents, 13% of the USA listens to Spotify monthly, and 21% of the country uses Twitter. The same number of Americans listen to podcasts and use Twitter. The podcast audience is 57 million Americans in total. And while Twitter has more members than that (many more, actually) the research shows their active user base is on-par with the overall podcast audience.

Podcast Growth is Being Driven by Mobility

The rise in podcast consumption over the past two years correlates with an even larger shift in HOW podcasts are consumed. 64% of podcasts are being listened to on a smartphone or tablet.

Listeners gravitating toward podcasts on the go opens up many more opportunities for consumption, including in the car, at the gym, and other computer-free environments.

Five Podcasts Per Week

Weekly podcast listeners consume five shows per week on average. This has important consequences for podcast producers, as new podcasts being launched today may need to steal listeners from older shows, the same way that new blogs poach readers from blogs that have been around longer.

Yes, the continued growth in consumption overall provides opportunities, but the growth in new podcast launches is outpacing adoption by new listeners.

Do not miss out Podcast listeners

As you can see, podcast consumers form more or less a special market. They are social media users with a phone or tablet, with higher education, and with more money to spend on products or services. Create content for them, tap this market, and reap rewards.

Tags: Content Podcast