As brands and marketers continue to see the value in podcasting, there’s an increasing amount of data available to marketers about the world of on-demand audio. Luckily for you, we’ve compiled the most important statistics for any marketer to know!
Whether you’re already sold on podcasts as marketing tools or are still doing research, our roundup of podcast statistics can help you build your strategy, set KPIs, and provide an insightful look into the state of the industry.
Why it matters: Don’t get caught up in the numbers. The average number of downloads for high-income (those earning $50,000+ a year from their podcast) podcasters was between 250-500 an episode.
Why it matters: Podcasts have a great ability to keep listeners' attention for a longer period of time, however, there is a sweet spot. At this length, you can provide a sizable amount of information without dragging on for too long!
Why it matters: Podcasts have the ability to reach a broad and diverse audience. However, don’t forget that you need to develop a target audience and niche! Trying to reach everyone means you’ll end up reaching no one.
Why it matters: Knowing your audience is one of the most important things a marketer can do. Podcasting is big with the younger generations, and it’s not going anywhere. 12-34 is a large range of ages though, so use your analytics to nail down your audience and create targeted content.
Why it matters: This statistic is up 67% over the past five years. When podcasting first entered the scene, audiences tended to be primarily male.
Why it matters: 25% of people in 2020 used Spotify to listen to podcasts, with Apple podcasts in a close second at 20%. However, this means that 55% of listeners are using other platforms. That’s why it’s crucial your podcast is available on all the major platforms.
Why it matters: Knowing where your audience listens can help you tailor your content to suit them best. When people listen at home, they’re often doing so while multitasking. This information can help you decide a variety of factors such as length and when to include CTAs (call to action)!
Why it matters: It can be far too easy to get caught up in the numbers. And while they’re essential, your goal should also be to build a loyal and engaged following!
Why it matters: Podcast listeners have the disposable income to spend on goods and services advertised on podcasts. This is yet another reason to invest in podcasting as a marketing strategy.
Why it matters: Podcasts are marketing powerhouses. They enable brands to reach new audiences and increase their brand awareness and recognition by associating them with thought leadership and a well-produced product.
Why it matters: Advertisers are also beginning to wake up to the power of podcasts as vehicles for reaching their target audiences. Partnerships and sponsorships have become a major part of the podcasting industry.
Why it matters: Brands are continuing to invest in podcasting. Whether your brand wants to create your own podcast or advertise on them, now’s the time!
Why it matters: It can be hard to keep people’s attention and get them to listen to ads. Luckily with podcasts, people like to listen while multitasking, so often listen through ads, unlike YouTube where it's much easier to skip. In fact, engagement actually increased when audiences were listening as a secondary activity!
Why it matters: Over half of listeners making a purchase is a great sign of a healthy ROI. Podcast listeners trust the hosts of their favourite shows, and take their recommendations seriously.
Why it matters: Listeners who frequently skip ads on other platforms are far more likely to listen to podcast ads. Podcasting can be a great strategy for targeting hard-to-reach audiences.
Why it matters: Interviewing thought leaders in the industry can boost your brand's authority in the space, and be beneficial for both your brand and your guest.
Why it matters: Video and podcasting may seem like natural opposites, but video is actually a great way to support your podcast. Not only can you re-purpose video content for other channels, but you also reach audiences who may prefer visual content over audio.
Why it matters: Short-form video, either TikToks or YouTube Shorts, are becoming increasingly popular marketing methods. By capturing video when recording a podcast, brands give their marketing teams lots to work with when recycling the podcast into other mediums.
Why it matters: After listening to a branded podcast about innovation, there was a 6% raise in the number of respondents who described the brand as ‘innovative.’ Branded podcasts are effective strategies to increase authority and credibility.
Why it matters: Content marketers have the vital job of producing a wide array of content for a brand. Such a large percentage of them working on podcasts goes to show the popularity of the medium.
Why it matters: It's common that B2C brands go after larger audiences, while B2B brands target more specific and niche audiences. When you’re in a highly specialized niche, it can be more challenging to bring in reviews because the target audience is smaller. However, both categories have average reviews above 4.5 on Apple Podcasts.
As a marketer, you know how fluid and face-paced content marketing can be. However- podcasts are here to stay. They are invaluable for increasing brand awareness, reaching new audiences, building trust and credibility, and becoming a thought leader in your industry.
There’s no time like the present for getting into the podcasting space, whether it's with a branded podcast or by advertising on topical shows.
A recent graduate from the University of Cambridge, Quincy is passionate about the content creation space and was heavily involved in student radio and journalism. She aspires to create content to engage and inform, and is passionate about the power of audio media!