Podcast Listeners are Young, Educated, and Wealthy

Written By

Liz Iversen

Published On

Thursday, Sep 09
Young woman sitting at a table with her laptop open. She is wearing a blue shirt and has white headphones on.
Podcast listeners are not only younger than broadcast network television viewers, they’re also more likely to be college-educated and earn $75,000 per year or more.

According to the Westwood One 2021 Audioscape, the median age of podcast listeners is 34, 20 years younger than the median age of broadcast television network viewers.

For persons 18+ who have listened to a podcast in the past 30 days:
•53% are employed in a white-collar occupation, 39% in management positions. 
•55% have a household income of $75,000 or higher.
•39% have an income upwards of $100,000. 

“The podcast audience profile is exceptionally attractive,” Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One wrote on Westwood One’s “Everyone’s Listening” blog. “Podcast listeners are upscale and educated…making this group an audience advertisers want to reach.”

With podcast listenership set to grow 10% this year to reach 126 million listeners in 2022, now is the time to advertise on podcasts. 

Are you ready to reach educated, upscale, growing audiences through podcast? Contact SMI today.

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