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Podcast Advertising Insights: 38 Stats Every Advertiser Should Be Aware of in 2024

Updated: Aug 14

Tap into podcast advertising to engage with millennial and Gen Z audiences who value authenticity and meaningful content. Connect with listeners intimately through podcasts, building trust and loyalty. Understand podcasting industry trends and statistics to make informed decisions on partnerships, ad content, and campaign impact. Tailor your approach based on podcast advertising stats to align with millennial and Gen Z preferences and behaviors, maximizing ROI.

With these tactics, you can identify podcasters with a price-point and audience target that makes sense for your brand. Then, you can work with them and leverage their expertise by sponsoring the content they've made. Alternatively, you could also create a native ad that aligns with their discussion topics.


We'll cover podcasting's biggest marketing opportunities, where podcasting is headed, and the demographics who tune in the most.



Podcasts and Advertising


When it comes to podcasts and advertising, there is a unique and growing relationship that is shaping the way businesses reach their target audiences. Podcasts have emerged as a powerful medium for brands to connect with consumers in a more personal and engaging way. With the rise in popularity of podcasts, advertisers are increasingly recognizing the potential of this platform to deliver their messages effectively.


In 2024, 82% of marketers plan to continue investing the same amount or increase their investment in podcasts or other audio content. (HubSpot)


  • Podcast ad spending is expected to hit $1.74 billion this year. (Statista)

  • 39% of Information Technology companies plan to leverage podcast advertising in 2022. (HubSpot)

  • The average podcast ad slot costs between $10 to $50, with additional premium fees for shows with high listenership. (HubSpot)

  • 18% of U.S.-based companies plan to leverage podcasts and audio content in their marketing strategies. (HubSpot)

  • 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts. (Edison Research)

  • 38% of marketers working for retail companies say podcast advertising is the media channel with the biggest ROI. (HubSpot)

  • Podcast advertising revenue is expected to pass $2 billion in 2022. (IAB Podcast Ad Revenue Report)


Podcast Growth


Podcasts have surged in popularity thanks to smartphones, offering diverse topics appealing to broad audiences. The low entry barrier allows global sharing of ideas, fueling growth across genres. Advancements in technology promise a bright future for podcasting, enhancing audio quality and distribution platforms for creators and listeners.


  • In 2021, there were over 2 million active podcasts. (Podcast Insights)

  • By April 2021, there were over 48 million podcast episodes. (Podcast Insights)

  • Monthly podcast listeners grew by 6.1% to 125 million listeners in 2022. (eMarketer)

  • 73% of Americans age 12 and up have listened to podcasts in the past month. (Buzzsprout)

  • Between 2021 and 2022, the number of people over the age of 12 in the U.S. who listened to podcasts increased from 57% to 62%. (Edison Research)


Podcast Demographics


Podcast listeners are predominantly aged 18-34, with a balanced gender distribution. Many hold at least a bachelor's degree, seeking intellectual stimulation. Accessibility via smartphones has led to global listenership, offering diverse content opportunities for creators and advertisers. Understanding podcast demographics is crucial for tailored content and effective marketing strategies.


  • Roughly 79% of people over the age of 12 in the U.S. are familiar with podcasts. (Edison Research)

  • 53% of podcast listeners are men. (Edison Research)

  • 41% of millennials listen to podcasts weekly. (Jam Street Media)

  • 53% of men and 46% of women listen to podcasts in 2022. (Edison Research)

  • 66% of podcast listeners have a college degree and an average income of $75,000 per year. (Buzzsprout)

  • The biggest increase in podcast listenership in the past year has come from those in the 12-to-34 age group. (Edison Research)


Podcast Listener Behaviors


Podcasts have gained popularity, leading to varied listener behaviors. Binge-listening is common, with listeners consuming multiple episodes in one sitting due to captivating content. Selective listening is another trend, where listeners choose episodes based on interests. Engagement varies by time of day or week, such as during commutes or before bed. Understanding these behaviors helps creators tailor content effectively and reach a larger audience.


  • 38% of people listen to podcasts monthly while 26% of people listen to podcasts weekly. (Edison Research)

  • While 49% of podcast listeners tune in from home, 22% listen in the car. (Podcast Insights)

  • Roughly 30% of people learn about podcasts from online search while about 20% of listeners say they hear about them from other friends or word of mouth. (Buzzsprout)

  • Podcast listeners are more likely to own a smart speaker. (Buzzsprout)

  • Podcasts are the number one audio source by time of consumption among podcast listeners. (Edison Research)

  • 50% of podcast Super Listeners agree that podcast ads are the best way to reach them. (Edison Research)

  • Millennials and Gen Z are 5% more likely to listen to podcasts for professional reasons than older generations. (EX-IQ)

  • Roughly 50% of customer service reps have listened to a podcast at work. (EX-IQ)

  • While 39.2% of people who listen to podcasts at least monthly listen via Apple Podcasts, 26.4% use Spotify. (Buzzsprout)

  • More than half of millennials listen to educational podcasts. (EX-IQ)

  • 62% of podcast listeners say they'd be more likely to share podcasts with friends if they were able to share one short segment or highlight of it, rather than an entire episode. (EX-IQ)

  • In 2021, dynamic ad insertion accounted for 84% of podcast advertising revenue. 40% of podcast ads were host-read. (IAB Podcast Ad Revenue Report)

  • The amount of branded content in podcasts increased by nearly 82% between 2020 and 2021. (Chartable)

  • In 2021, 55% of podcast ads were 16 to 30 seconds. (IAB Podcast Ad Revenue Report)

  • More than 38% of podcast advertisements are sold and purchased on a quarterly basis. (IAB Podcast Ad Revenue Report)

  • Nearly 94% of podcasters charge for ads with cost-per-mille pricing. (IAB Podcast Ad Revenue Report)

  • NPR notes that 75% of its podcast listeners will respond or take action after hearing sponsored content. (National Public Media)

  • Pre-roll ads increased in revenue share from 22% in 2020 to 32% in 2021. (IAB Podcast Ad Revenue Report)



Considering podcast advertising?


As you've seen from the stats above, podcasting is growing in popularity — especially among younger generations. And while it is often considered a form of "entertainment," podcast content can be incredibly versatile.


For example, although millennials or Gen Z listen to podcasts that feature interviews with big celebrities, they'll also listen intently to smaller shows that educate them about new trends or news that impacts their life or career.


Because there are so many podcasts, and so many listeners with buying potential, you might want to consider podcast sponsorships in your future advertising plan.


With the exponential growth of the podcast industry, the potential for reaching a vast audience of engaged listeners has never been greater. As the number of podcasts continues to rise, so does the diversity of content available, catering to a wide range of interests and demographics. This presents a unique opportunity for businesses to tap into a highly targeted audience through podcast sponsorships.


By strategically selecting podcasts that align with their brand values and target market, businesses can effectively reach consumers who are already interested in the topics being discussed. This targeted approach not only increases the likelihood of converting listeners into customers but also helps build brand awareness and credibility within specific niche communities.


Conclusion


Podcast sponsorships offer a more personalized and authentic way of advertising compared to traditional methods. Host-read ads, in particular, allow for a more genuine and engaging promotion of products or services, as listeners tend to trust and value the recommendations coming directly from the podcast hosts.


Furthermore, the intimate nature of podcasts creates a strong connection between the hosts and their audience, making the advertising message more impactful and memorable. This level of engagement can lead to higher conversion rates and better ROI for businesses investing in podcast sponsorships.


In conclusion, considering podcast sponsorships as part of your future advertising plan can provide a valuable opportunity to reach a highly engaged audience, build brand credibility, and drive meaningful results for your business.

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