Where Would Consumers Like to Receive Ads?

Consumers are more interested in ads on podcasts than in any other medium. In fact, two-thirds of podcast listeners have acted after hearing an ad—either seeking more information or buying the product.

Here are the fast facts about podcasts.

• 40% of Americans have tried a podcast, and 67 million adults listen at least monthly.
• Almost half of all listeners are 18-34 years old.
• The average listener is affluent, well-educated and employed full-time.
• Listeners rarely skip podcast ads. 75% always or usually listen to the commercials.
• 85% of people stick with podcast episodes the whole way to the end.
• Podcast listeners spend more time with podcasts than any other audio including streaming music, the radio, or their own music library.
• The average user listens to 5 different podcasts per week.
• “Connected,” “intelligent” and “energized” are the three most common emotions consumers experience after listening to a podcast.
• Podcast listenership is growing at a steady rate, increasing roughly 10-15% per year.

    
Sources: Comscore 2016, Edison Research 2017