The results of the annual Infinite Dial study are in, and one thing is clear: Americans are listening to podcasts.
Key findings include:
An estimated 104 million Americans listened to a podcast in the past month.
68 million Americans tuned into a show during the past week.
Nearly half (49%) of 12- to 34-year-olds listened to a podcast in the past month.
Podcast listeners averaged 6 hours and 39 minutes of podcast listening time each week, ten minutes more than a year ago.
The data was based on a survey of over 1,500 people in January and February—even before the COVID-19 pandemic began changing Americans’ work schedules and media consumption habits.
A surge in people working from home could augment podcast listenership even further, since home is the preferred listening location for podcast consumers. According to a survey by Edison Research, nine in ten people reported listening to a podcast at home, more than three times the number of people who said they listened to a podcast at work or while riding public transportation.
In January and February, nearly half of all 12- to 34-year-olds reported listening to a podcast in the prior month, according to Inside Radio. And with schools, universities, and offices across the country transitioning to online work, it’s likely those numbers would be higher today.
While extensive data on podcast listenership during the past few weeks has yet to be released, it is probable the current climate is leading to a spike in podcast consumption as listeners tune in not only for information and entertainment, but also for human connection.
Now more than ever, people are tuning in to podcasts. For advertisers, this means that utilizing podcasts as a medium to leverage your brand should not be overlooked.
To learn more about advertising on podcasts, contact Strategic Media, Inc. today.