Podcast Stats That Advertisers Need to Know

This list of podcast advertising statistics might help you determine whether your business would benefit from developing a podcast advertising strategy to reach millennial or Gen Z consumers.With the help of these strategies, you may find podcasters whose pricing point and intended audience fit your brand. Then, by sponsoring the material they’ve created, you may collaborate with them and benefit from their experience. As an alternative, you may develop a native advertisement that is relevant to their discussion themes.

We’ll talk about the biggest marketing possibilities for podcasts, their future, and the types of people who listen to them.

Podcasts and Advertising

• 82% of marketers anticipate increasing or maintaining their expenditures on podcasts and other audio content in 2022. (HubSpot)
• This year, podcast advertising spending is anticipated to reach $1.74 billion. (Statesman)
• In 2022, 39% of information technology firms intend to use podcast advertising. (HubSpot)
• The average price for a podcast ad slot is between $10 to $50, with higher premiums charged for shows with large audiences. (HubSpot)
• 18% of American businesses want to use audio content, such as podcasts, in their marketing campaigns. (HubSpot)
• 54% of listeners to podcasts claim to be more likely to consider the brands they hear promoted on the medium. Edwards Research
• According to 38% of marketers who work for retail businesses, podcast advertising has the highest return on investment. (HubSpot)
• In 2022, it’s anticipated that podcast advertising income will surpass $2 billion. Report on Podcast Ad Revenue from IAB

Podcast Growth

• There were more than 2 million running podcasts in 2021. (Insights from Podcasts)
• There will be almost 48 million podcast episodes available by April 2021. (Insights from Podcasts)
• In 2022, there were 125 million monthly podcast listeners, an increase of 6.1%. (eMarketer)
• In the previous month, 73% of Americans aged 12 and above have listened to podcasts. (Buzzsprout)
• The percentage of Americans over the age of 12 who listen to podcasts climbed from 57% to 62% between 2021 and 2022. Edwards Research

Podcast Demographics

• In the United States, about 79% of adults over the age of 12 are familiar with podcasts. Edwards Research
• Men make up 53% of podcast listeners. Edwards Research
• Every week, 41% of millennials listen to podcasts. The Jam Street Media
• In 2022, 46% of women and 53% of men will listen to podcasts. Edwards Research
• 75,000 dollars is the average annual salary of podcast listeners, 66% of whom have a college degree. (Buzzsprout)
• The 12- to 34-year-old age group has seen the most increase in podcast listeners in the past year. Edwards Research

Podcast Listener Behaviors

• 26% of individuals listen to podcasts weekly, compared to 38% who do so monthly. (Edison Research) While 22% of podcast listeners do so in the car, 49% of listeners do it at home. (Insights from Podcasts)
• About 20% of listeners claim they learn about podcasts by word of mouth from or other friends, while about 30% of individuals say they discover them through web searches. (Buzzsprout) Smart speaker ownership is more prevalent among podcast listeners. (Buzzsprout)
• Among listeners of podcasts, they are the most popular audio source in terms of time spent listening. Edwards Research
• The best approach to reach podcast listeners, according to 50% of Super Listeners, is through podcast commercials. Edwards Research
• Compared to older generations, millennials and Gen Z are 5% more likely to listen to podcasts for work-related purposes. (EX-IQ)
• About 50% of customer support agents have engaged in workplace podcast listening. (EX-IQ)
• 4% of those who listen regularly regular basis use Spotify, compared to 39.2% who use Apple Podcasts. (Buzzsprout)
• More than half of millennials are podcast listeners. (EX-IQ)
• A small portion or highlight of a podcast would be easier to share with others, according to 62% of podcast listeners, the program completes the program. (EX-IQ)
• 84% of podcast advertising income in 2021 came from dynamic ad insertion. The hosts read 40% of the podcast advertising. Report on Podcast Ad Revenue from IAB
• Between 2020 and 2021, there was an almost 82% increase in the amount of branded content in podcasts. (Chartable)