In the U.S., young people aren’t the only ones who listen to podcasts
57% of Americans, or 162 million people, have already listened to a podcast, a proportion that is up to two percent over the previous year and 17 percent over the last five years.
This is one of the important figures of The Infinite Dial 2021, a study published by Edison Research and Triton digital, carried out last January and February, by telephone, among 1507 people representative of the American population aged 12 and over. This study details, year after year, the behavior of Americans with digital media.
Furthermore, according to this study, 116 million Americans, or 41% of the population aged 12 and over, have listened to a podcast in the last month. This is also a strong and steady increase over the past 8 years. In 2013, only 12% of the population reported having listened to a podcast in the past month.
How old are these podcast listeners? They are mostly young, but all age groups are represented. Even among the over-55s, podcasts are increasingly popular, with more than a quarter of this age group having listened to a podcast in the last month.
More frequent podcast followers are also growing in the U.S. 28% of 12-year-olds and older (or 80 million Americans) have listened to a podcast in the past week. That’s up from 24% in the same survey conducted in 2020.
And last but not least, showing the appeal of this growing medium, those who listen to podcasts every week listened to an average of eight podcasts in the past week. Only 11% of them listened to one and 38% listened to more than six!
Thus, regular podcast consumers do so, for many of them, consume in quite large quantities, thus taking advantage of the very large diversity of the almost infinite supply of podcasts to listen to.
The podcast continues its relentless growth, as does audio streaming, for which the very positive figures are detailed in this article.
Targetspot, part of AudioValley, is a global Adtech company, pioneer in digital audio marketing solutions to connect brands to their audience through a premium portfolio of publishers across all dimensions of digital audio.