“Massive sample” finds majority of Americans aged 18 and older consume podcasts at least monthly
In a milestone for the podcast industry, a majority 53% of Americans aged 18 and older say they consume podcasts at least monthly. At the same time, the number of people who have never listened to a podcast — 26% — is down two points from a year ago. “It’s really fully mainstream,” says Tom Webster, a partner at Sound Profitable, which released the data as part of its annual Podcast Landscape study.
According to Inside Radio, the survey was conducted in June in a partnership with Signal Hill Insights among an online sample of 5,071 Americans 18 and older. “That massive sample, the largest of any podcast research to date, has allowed for deeper insights into demographic listening habits. The report more notably shows that listening among non-Whites leads the way. It says 63% of Hispanics report listening to podcasts on a monthly basis, with higher averages also reported for Asian-Americans (62%) and Blacks (59%). Among Whites, 52% of those surveyed said they listened to podcasts monthly.”
More here.
