YouGov’s Global Media Outlook Report 2022 surveyed more than 19,000 respondents from 17 countries to obtain a comprehensive view on media consumption habits and media channel preferences, plus year-on-year trends.
“Looking ahead, podcasts are the only media type registering a higher projected annual consumption in the next 12 months, compared to the previous year,” said YouGov. In the U.S., one in ten people surveyed said they plan to increase their podcast listening in 2022.
YouGov’s report also shows that more and more consumers are turning to podcasts for news, with more than one in ten in the U.S. citing podcasts as one of their news sources. “Most digital news sources increased penetration between 2019 and 2020, and then dropped to pre-pandemic levels in 2021, except for podcasts which have continued to grow in popularity,” says YouGov.
“YouGov data suggests podcasts are also a good way for advertisers to reach people who are cutting the cord with traditional pay television services,” according to Inside Radio. 77% of consumers who have dropped cable or satellite services listen to podcasts, the report showed. And among those who have never paid for a TV service, 52% said they listen to podcasts.
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