* This chart and data were pulled from The Podcast Industry Report by Business Insider Intelligence. Purchase the report here to get immediate access to the full analysis. |
Podcasts have been around for nearly two decades, but the format has only just entered the mainstream — in fact, US listenership has doubled since 2015. By the end of 2024, eMarketer expects there to be 135.6 million total monthly podcast listeners.
This listenership spike has brands interested — by 2021 podcast ad spend is expected to more than double its 2018 total in the US. US advertisers will spend more than $1 billion on podcast advertising in 2021, up from $479 million in 2018. That's because the podcast audience is not only large and growing, but attractive: |
- Listeners ages 18-34 make up the biggest portion of the US podcast audience. The group made up 51% of total US weekly podcast listeners in 2019, per Westwood One. And not only does this relatively young group account for the largest share of podcast listening in the US, but the majority of young people in the US are also podcast listeners.
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- US podcast listeners — especially heavier listeners — tend to earn more than the median US household. One-third (33%) of power podcast listeners — defined as those who listen to more than 5 hours a week — earn more than $100,000 per year, and an additional 28% make between $75,000 and $100,000 annually, per Westwood One.
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- Men make up a slight majority of podcast listeners in the US. In 2019, that group made up...
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| This is just a preview of the information and insights you'll find in The Podcast Industry Report by Business Insider Intelligence. Purchase the report today for $495 to access the full analysis. |
