Podcasting’s audience now younger and more diverse
Podcasting’s audience is becoming younger, more diverse and increasingly female, creating new opportunities for advertisers, states Inside Radio, as the medium expands beyond its traditional listener base, according to a new Audacy Insights report.
According to Inside Radio, the report, “which draws on data from Edison Research’s Infinite Dial Report, identifies Generation Z, women and multicultural consumers as increasingly important audiences for advertisers seeking to capitalize on podcasting’s growth and the relationships listeners develop with podcast hosts.”
“Podcasting is no longer just for the Millennial white guy,” Audacy says. “The audience who built this medium (and we say this with love) was a pretty specific slice of America: educated, male, probably somewhere in his early 30s, very into long-form interviews. That guy is still here. But he’s got a lot of company.”
More than 35 million Americans in Generation Z now listen to podcasts monthly, states Inside Radio, “making the medium one of the generation’s leading entertainment and information formats. By 2029, Gen Z and Gen Alpha are projected to account for 40% of the overall podcast audience.
“Reaching those younger consumers requires advertisers to recognize how their media consumption differs from that of previous generations, particularly when it comes to discovering new content.”
