2018 Podcast Statistics

The 2018 podcast statistics are now in from the folks at PodcastInsights.com!

We are sharing their awesome Podcast Listeners graphic, as well as their statistics broken down by demographics, where/when/why/how, and behaviors.

Podcast Listeners

2018 Podcast Statistics

Demographics

  • 64% of the US population is familiar with the term “podcasting” – up from 60% in 2017 (Infinite Dial 18)
  • 50% of all US homes are podcast fans (Nielsen, Aug 2017)
  • 44% (124 million) of the US population has listened to a podcast – up from 40% in 2017 (Infinite Dial 18)
  • 26% (73 million) listen to podcasts at least every month – up from 24% in 2017 (Infinite Dial 18)
  • 17% (48 million) listen to podcasts weekly – up from 15% in 2017
  • 16 million people in the US are “avid podcast fans” (Nielsen Q1 2018)
  • 56% of podcast listeners are Male
  • 45% of monthly podcast listeners have household income over $75K – vs 35% for the total population
  • 27% of US podcast listeners have a 4-year college degree – vs 19% for US pop
  • 36% of podcast listeners are non-white – vs 30% in 2010 (Nielsen, Aug 2017)

 

Where, What, When and How

  • 49% of podcast listening is done at home, down from 51% in 2017
  • 22% listen while driving (in a vehicle), same as 2017
  • Podcast listeners subscribe to an average of 6 shows
  • Podcast listeners listen to an average of 7 different shows per week, up from 5 in 2017
  • 80% listen to all or most of each episode, down from 86% in 2017
  • Podcast listening on a computer went up from 29% to 31% (smartphone listening went from 71% to 69% respectively)
  • 19% of listeners increase the speed (listen faster)
  • 65% of monthly podcast listeners have been listening for less than 3 years
  • Comedy is the most popular podcasting genre, followed by education and news

 

Behavior

  • Podcast listeners are much more active on every social media channel (94% are active on at least one – vs 81% for the entire population)
  • Podcast listeners are more likely to follow companies and brands on social media
  • Podcast listeners are more likely to subscribe to Netflix or Amazon Prime (meaning they are less likely to be exposed to TV advertising)
  • Podcast listeners are more likely to own a smart speaker (Amazon Alexa or Google Home)
  • 51% of bottled water households are podcast listeners (Nielsen, Q3 2017)
  • 57% of baby food households are podcast listeners (Nielsen, Q3 2017)
  • 53% of beer households are podcast listeners (Nielsen, Q3 2017)
  • 56% of juice households are podcast fans (Nielsen, Q1 2018)
  • 54% of milk households are podcast fans (Nielsen, Q1 2018)
  • 54% of cereal households are podcast fans (Nielsen, Q1 2018)
  • 69% agreed that podcast ads made them aware of new products or services

Click HERE for the original posting on podcastinsights.com

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