The 25 Eye-Opening Podcast Statistics You Must Know in 2023

Whereas podcasting has at all times been seen as a distinct segment device which can or is probably not related from a advertising and marketing perspective, with yearly we see increasingly more content material creators and types leveraging podcasting for enterprise. I even have been investing extra time into my very own Your Digital Advertising Coach podcast and as I take heed to different podcasts listed in my 11 Greatest Social Media Advertising Podcasts publish, I assumed it was time to persuade you to think about podcasting for enterprise by way of this publish on podcast statistics.

Let’s now take a step again in historical past to place the present podcast trade in perspective earlier than we contemplate the newest podcast statistics.

I could be ageing myself right here as a GenXer, however most of us who’re slightly bit older bear in mind the times when households would collect across the radio to listen to numerous packages. These may have been information, politics, climate, non secular programming, or good old style enjoyable. Mother and father and youngsters would combat over what station to take heed to, identical to they did the TV distant.

The occasions are a changin’, although. More and more persons are turning to a brand new supply of audio content material that’s preventing for share of time: Podcasting. Most individuals contemplate that the time period originates from the truth that, initially, these pre-recorded audio packages had been designed for the iPod and MP3 participant of yesteryear. And initially, they had been a really area of interest media product centered across the impartial voices who positioned their packages in Apple iTunes.

In the present day it’s protected to say that podcasts have turn out to be a daily a part of worldwide media consumption. As well as, they’ve turn out to be a possibility for us as entrepreneurs to succeed in goal clientele particularly since each iPhone contains the Apple Podcasts app by default. All the different main expertise and media gamers have additionally been investing in attracting the podcast viewers, from the creation of Google Podcasts for Android telephones to the enhancement apps equivalent to Amazon Music, iHeartRadio, and Spotify to higher assist podcasts.

Let’s have a look at some podcast statistics to think about, starting with the sheer quantity of podcasts that exist.

Podcast Statistics: The Provide Perspective

As a common rule, social media networks are leveling off in market share and saturation. In spite of everything, most Individuals have a Fb account, and that features adolescents with their Instagram, Snapchat, and/or TikTok account. Likewise, different networks like YouTube have gotten ubiquitous channels for self-expression. Nonetheless, as these podcast statistics will present, Podcasting is a rising and enticing medium for entrepreneurs and companies.Extra importantly for these of us that need to stick out and be present in a crowded digital house, the quantity of podcasts that exist are about 0.1% of the overall quantity of blogs that exist! That’s a possibility that’s making podcasting a really enticing initiative for a lot of entrepreneurs. The truth is, the keynote at a latest podcasting convention I attended introduced that there have been extra podcast listeners than Spotify listeners. Clearly podcasting as a mass medium has arrived. The query is: When will YOU begin a podcast?

1. There are practically 2.5 million podcasts listed in Apple podcasts.

That’s a variety of podcasts, however it’s essential to keep in mind that there are lots of inactive podcasts. For those who depend an inactive podcast as one which hasn’t revealed a brand new episode in 90 days, that 2.5 million podcasts quantity drops dramatically to displaying that:

2. Solely round 450,000 podcasts are lively.

Although solely round 20% or so of podcasts can be thought of an lively podcast, over time they’ve culminated within the publication of:

3. Greater than 71,000,000 episodes exist in podcast feeds.

What this implies is that for the common listener, just by doing a search of their favourite podcast participant they’re certain to discover a podcast episode that pursuits them.

And this isn’t just for an English-speaking viewers. Even since again in 2018,

4. Podcasts can be found in over 100 languages.

That’s extra languages than most social networks have out there. And it isn’t shocking, contemplating that so as to make a podcast all you really want is a solution to document and edit audio, and a solution to distribute it. Which means anyplace you’ll find high-speed web entry and constant electrical energy, folks with one thing to say can simply produce content material. One can solely assume that there are podcasts out there in additional languages, given the unfold of web entry worldwide.

Podcast Statistics: The Demand Perspective

That’s a variety of podcasts that exist, however who’s listening to them and the way usually are podcasts being consumed? Let’s begin by asking what number of Individuals have ever listened to a podcast. This reply hints on the development that podcasting continues to indicate:

5. 62% of Individuals aged 12 and over have listened to a podcast in 2022, up from 57% in 2021.

Podcasts may need as soon as been one thing of a distinct segment curiosity, however day by day, weekly, and month-to-month podcast listeners are growing, and the podcast trade accommodates a really monumental vary of pursuits and concepts. Whether or not these numbers point out folks listening to podcasts on a month-to-month foundation or folks listening to podcasts on their good speaker each morning throughout their bathe, the reality of the matter is that podcasts are gaining traction as a priceless solution to move the time. Even with out having one thing to contribute to the most well-liked podcast style, or devoted weekly podcast listeners, a podcast is usually a priceless device to develop your viewers and keep your on-line presence. 

When requested for his or her most up-to-date podcast listening habits, 

6. 41% of Individuals aged 12 and over have listened to a podcast within the final month.

7. 28% of Individuals aged 12 and over have listened to a podcast within the final week.

Each of the above numbers come from the Edison Analysis Infinite Dial report that was created in collaboration with Triton Digital.

These numbers are up considerably from an earlier era: Solely 9% of the inhabitants surveyed had been month-to-month podcast listeners again in 2008 whereas solely 7% mentioned they listened to a podcast within the final week again in 2013.

As far has how a lot time is spent to listening to podcasts, One research discovered that

8. Greater than 80% of podcast listeners (82.4%, to be precise) spend upwards of seven hours in a mean week listening to their favourite podcast listening app.

The common podcast consumer is a devoted one; podcast audio listeners overwhelmingly spend a substantial amount of time every week listening to podcasts by way of their favourite apps. To totally perceive podcast development, although, you will need to perceive {that a} podcast obtain doesn’t essentially equate to a hear. Information exhibits that listeners are fairly explicit about what they take heed to on a weekly foundation. The hours of podcasts will not be essentially consumed by way of quite a few totally different channels, however might as a substitute be extra tightly honed in. That is demonstrated by the next: 

Curiously sufficient, although, one other stat exhibits that whereas there could be a variety of hours of podcasts being consumed on common, the variety of podcasts that individuals take heed to recurrently are restricted in quantity. The truth is,

9. On common, solely 8 totally different podcasts are listened to weekly.

What this implies is that whereas with search engine optimisation there may be at all times competitors however large search demand, for podcasting you at all times need to bear in mind that the listener is solely not going to subscribe to dozens of podcasts, so it’s a must to make yours interesting – and proceed to take action over time.

On a podcast episode foundation, the most well-liked size of podcast episodes, in accordance with podcast insights from the podcast host Buzzsprout, exhibits that:

10. 32% of podcast episodes are between 20 and 40 minutes lengthy.

What these numbers inform us, then, is that podcasting is turning into a serious pressure in media consumption.

So, who listens to podcasts, anyway?

Apart from the truth that there are lots of people listening to podcasts, as followers of media traits and as entrepreneurs we need to know what the demographics are amongst listeners. Listed here are some fundamentals concerning the typical podcast listener.

We’re discovering that podcasting appears to be favored by a youthful viewers:

11. 50% of Individuals between 12 and 34 years previous surveyed listened to a podcast within the final month.

The grownup inhabitants within the U.S. shouldn’t be the one inhabitants included in podcast listener statistics. As a substitute, folks as younger as 12 have demonstrated an curiosity in podcasts, with month-to-month listeners from all ages and walks of life. Half of these surveyed acknowledged listening to a whole podcast throughout the final month, maybe largely due to the openness of the podcast market. From well being meals podcasts hosted by well being meals manufacturers, to way of life podcasts managed by influencers, avid podcast followers and newcomers alike can discover one thing they’re curious about. The appearance of fashionable podcast platforms, together with Spotify and Apple podcasts actually doesn’t damage, as having a transportable system makes podcast listenership straightforward to come back by. 

12. 40% of these below age 55 hear month-to-month.

By far, that is the most important American phase to be listening to a podcast month-to-month, and it’s 8% increased than the all-ages listening fee. A part of this, in fact, has to do with total expertise utilization. Older folks nonetheless spend extra time listening to or watching old style broadcast tv. They have a tendency to make use of computer systems for electronic mail and checking up with their grandchildren. A couple of extra are on Fb or YouTube, however they aren’t usually on-line for a lot of hours every single day, nor do they personal as many smartphones because the youthful set.

13. 67% of podcasts assume an viewers between the ages of 18 and 44.

And as a rule, these are the folks most definitely to hear. That’s as a result of podcast listeners are usually technologically savvy. You need to search for an excellent podcast so as to discover one; it isn’t one thing that’s in your face on a regular basis, in contrast to different types of on-line media.

14. 45% of podcast listeners have a family revenue over $250,000.

Whether or not you’re contemplating solely Individuals or the worldwide inhabitants, this determine is way increased than the general proportion of people who make this sum of cash. What this implies is that podcast listeners on common have a a lot increased revenue than the overall inhabitants. Provided that the format permits for multitasking in a means that studying blogs or looking out social media doesn’t, I’m not stunned. Additionally, till the smartphone grew to become fashionable, listening in usually required costly gear that not everybody can afford.

15. Podcast listeners are 68% extra more likely to have a postgraduate diploma

This goes to indicate that podcast listeners are usually on the clever facet..

What podcasts do folks take heed to?

It’s one factor to know that podcasts are fashionable, and one other to know what sorts of issues folks take heed to. Thankfully, we’ve got a survey to take a look at:

16. 74% of podcast listeners take heed to study new issues.

These podcast stats from Edison Analysis had been compiled after COVID, so this might have been influenced by the overall development of labor and faculty at house. That being mentioned, different fashionable genres of podcasts that individuals take heed to in accordance with the identical research are comedy, information, politics, science, arts, sports activities, and enterprise.

It’s honest to say that it is a extensive number of matters, and that there’s one thing for everybody. That doesn’t even depend extra area of interest matters which might be much less fashionable. As well as, some niches like music have all kinds of fashion choices, even throughout the English language. For sure, the choices for reaching folks together with your promoting message are limitless

How do podcasts match into listener’s lives?

Till lately, figuring out how folks used media all through the day was pretty easy. People would learn the newspaper very first thing within the morning, then the radio whereas driving to work. Catching the information at breakfast, and discovering out about occasions for the day, was an essential a part of an American employee’s day.

However it had one downside: You may in all probability eat or drink whereas studying the paper, however most different actions are out. This isn’t an excellent type of content material if it’s essential multitask. Then again, audio content material invitations multitasking because it lets you carry out all kinds of duties whereas listening, as long as it doesn’t take an excessive amount of focus.

17. 49% of podcast listeners take heed to the packages at house.

That is a method that podcasts are taking the place of listening to music being performed when you do house responsibilities or pursue a passion. The truth is,

18. 59% of listeners have carried out house responsibilities on the identical time.

House responsibilities can embody the whole lot from ironing garments to mowing the garden. These are occasions after we typically don’t want to pay attention an excessive amount of on the chore at hand, and may focus most of our consideration elsewhere.

Equally,

19. 49% of podcast listeners say they accomplish that whereas driving.

Driving is among the extra essential occasions for listening to the radio, for those who contemplate that it was as soon as a ubiquitous follow. It’s clear to see how podcasts are actually competing with that head on.

And in one other instance of individuals listening to podcasts away from house,

20. 46% have listened to podcasts whereas out on a stroll.

It is a state of affairs the place prior to now most individuals would have listened to music that they personal. It would’ve been utilizing a digital music participant or one of many older tape or CD-based fashions, however folks have been strolling round their neighborhoods with headphones for many years. Solely the format is altering.

This subsequent revealing podcast stat comes from the UK, the place

21. 79% of podcast shoppers take heed to podcasts by way of their cellular system.

It’s possible that there are lots of explanation why folks select to make use of smartphones. Again when podcasts had been new expertise, smartphones had been comparatively primitive. Keep in mind Palm Pilots that just about solely stored monitor of electronic mail and schedules? The equation modified radically when the iPod become an iPhone. Earlier than that time, folks would carry each a music participant and a cellphone. Now, the smartphone can serve each capabilities, after which some. And it’s additionally essential to keep in mind that the provision of podcast apps like Apple Podcasts, an integral a part of the iPhone, implies that cellular gadgets are by default podcast-enabled.

The underside line right here is that individuals take heed to podcasts in comparable methods they may have listened to different types of transportable music prior to now.

Which brings us to the subsequent query:

As essential as it might be to know the kind of viewers loved by podcast creators, as entrepreneurs we do prefer to know what’s in it for us. Since podcasting remains to be maturing as a medium, the numbers aren’t as straightforward to acquire. However hopefully what I’ve discovered right here will probably be useful.

22. Solely 17% of podcasters document movies of their episodes

I’m responsible of being one of many 83%, which I plan to vary within the close to future, however some podcasters have carried out very effectively recording movies and publishing them on YouTube. The Joe Rogan Expertise is one such instance: His dwell streamed interview with Elon Musk, which can be featured in his podcast, has garnered greater than 60 MILLION views. What this implies is that if you’re contemplating making a podcast or guesting on another person’s, you most positively need to take video into consideration.

For these , here’s a have a look at that interview:

On the the opposite hand, from an promoting perspective,

23. Estimates say that by 2024 promoting income on podcasts ought to attain $4 billion.

For advertisers, which means that many extra adverts are being positioned into podcasts every year. There might also be fee will increase of podcast adverts as podcasts get extra listeners. Then again, it additionally implies that there are some actual alternatives to earn cash by way of podcasting for content material creators and podcast hosts.

24. 69% of listeners say that podcast adverts launched them to new services or products.

And as we entrepreneurs know, a rise in model or product consciousness is step one in growing gross sales. That is very true with shopper merchandise, as a result of it’s straightforward for shoppers to get right into a rut of utilizing the identical issues on a regular basis. Plus, it permits folks the chance to do analysis through different types of content material we’ve put out for them.

25. 38% of listeners report buying issues which might be talked about in podcasts.

There’s no query that this contrasts with extra mature types of media, and people with a wider enchantment. In spite of everything, a bigger proportion of social media customers have purchased issues due to sponsored content material on these platforms.

Nonetheless, it’s in all probability honest to guess that prospects don’t take heed to podcasts that always with the purpose of discovering new services and products. It is a lot like conventional types of media consumption: content material is consumed to get data, be entertained, or pursue any variety of pursuits apart from simply buying. Then again, folks have a look at Instagram, Twitter, or Pinterest on a regular basis with the purpose of discovering out about services and products. Intent makes a variety of distinction.

Lastly, whereas there is no such thing as a podcast statistic to show my level but, most podcasters which have developed enterprise podcasting will inform you that it helps construct a deep and constant relationship with their followers which, mixed with a web site, electronic mail advertising and marketing, and related services or products, indisputably contributes to gross sales.

Not so way back, podcasts had been thought of a nerdy type of media. As podcasts turn out to be extra mainstream nevertheless, they’re experiencing explosive development. That is giving us as entrepreneurs an unbelievable alternative to assist form a brand new style of media whereas additionally earning money for our corporations or purchasers.

If you’re fascinated about launching a podcast and don’t know the place to start out, try my step-by-step information right here:

Do you have already got a podcast? Please drop a hyperlink within the feedback so readers can test it out.

Which of those podcast statistics satisfied YOU to start out podcasting?

Picture by Soundtrap on Unsplash

Podcast Statistics FAQs