The most important piece of information provided by this study is that listening to podcasts is no longer a niche activity . Currently, a third of Americans listen to podcasts daily and a quarter do so every week. In Spain, the figures are even higher: according to data from Statista and Business Insider, our country is one of the main markets for podcasts in the world, since 40% of people with internet access listen to them at least once a month.
Another revealing fact is that 65% of current listeners have only started consuming podcasts in the last 3 years. We are, therefore, before a phenomenon in full expansion . Marketers, take note!
In addition, podcasts occupy a considerable place in the consumption habits of users, since they spend an average of 6 hours and 37 minutes per week on them, that is, one episode per day on average.
It’s also interesting to see what happens on a demographic level, as the typical podcast listener is not the same as the average American. These are the most notable figures:
- Podcast listeners tend to be upper-middle class, with about half of them making $75,000 or more a year.
- The majority of people who watch podcasts have a higher education, and almost a third of them have a college degree.
- 44% of podcast consumers belong to the millennial generation.
- And when it comes to gender, there is a gap in both podcasting producers and listeners, with both being male-dominated. However, this distance is narrowing, since it has gone from a 25% difference in 2008 to 9% today.
How are podcasts consumed?
In its early days, podcasts were mainly listened to from computers. But the panorama changed with the popularization of the applications. According to Nielsen data from 2017, this is the recent panorama:
- 23.9% of users listen to podcasts from their smartphones .
- 10.4% continue to use the computer.
- 5% consume podcasts from tablets.
- And last but not least, 1.7% of users listen to podcasts Croatia Email List on other devices. This category is still very small, but it has increased by 70% in a single year thanks to the popularization of smart speakers.
Apple’s podcasts app played a key role in popularizing podcasts and is still the most widely used
However, its market share has fallen in recent years, from 80% to 63%.
Until recently Android didn’t have its own native podcasting app, but that changed last summer with the arrival of Google Podcast. As of February 2019, this application only represent 0.9%, but its popularity is expect to increase in the coming years.
The other major player in the market is Spotify , which has been very focus on this format in recent years and now accounts for almost 10% of the podcasting market.
Despite the fact that the mobile is the main TR Numbers listening device, most users listen to podcasts from home (48% of cases). The next most popular place is the car (26%), follow by work (12%). According to the study’s estimates, cars with Bluetooth technology could position these vehicles as a preferr listening location.
