If you are interested in connecting with a podcast advertising strategy Millennial or Gen Z customers But not sure if the right opportunity exists for your company, check this list podcast ad Statistical data.
With these strategies, you can identify podcasts with price points and audience goals that make sense for your brand. You can then collaborate with them and leverage their expertise by sponsoring the content they produce. Alternatively, you can create a native ad that aligns with their discussion topic.
We’ll cover the biggest marketing opportunities for podcasting, where podcasting is headed, and the demographics that listen the most.
Table of contents:
Podcasts and Ads
- By 2022, 82% of marketers plan to continue investing the same amount or increase their investment in podcasts or other audio content. (center point)
- Podcast ad spending is expected to hit $1.74 billion this year. (Statista)
- 39% of information technology companies plan to utilize podcast advertising in 2022. (HubSpot)
- The average cost of a podcast spot is between $10 and $50, with highly listened-to shows costing extra. (center point)
- 18% of U.S. companies plan to utilize podcasts and audio content in their marketing strategies. (center point)
- 54% of podcast consumers say they are more likely to consider brands advertised on podcasts. (Edison Research)
- 38% of retail company marketers say podcast ads are the media channel with the highest ROI. (center point)
- Podcast ad revenue is expected to exceed $2 billion in 2022. (IAB Podcast Ad Revenue Report)
Podcast Growth
- In 2021, there are more than 2 million active podcasts. (Podcast Insights)
- By April 2021, there will be more than 48 million podcast episodes. (Podcast Insights)
- Monthly podcast listeners will grow 6.1% to 125 million in 2022. (e-marketer)
- In the past month, 73% of Americans 12 and older listened to a podcast. (sprouts)
- From 2021 to 2022, the number of people over the age of 12 listening to podcasts in the United States will increase from 57% to 62%. (Edison Research)
Podcast Demographics
- In the US, about 79% of people over the age of 12 are familiar with podcasts. (Edison Research)
- 53% of podcast listeners are male. (Edison Research)
- 41% of millennials listen to podcasts weekly. (Jam Street Media)
- By 2022, 53% of men and 46% of women will listen to podcasts. (Edison Research)
- 66% of podcast listeners have a college degree and make an average annual income of $75,000. (sprouts)
- The biggest increase in podcast listeners over the past year was in the 12 to 34 age group. (Edison Research)
Podcast listener behavior
- 38% listen to podcasts monthly, while 26% listen to podcasts weekly. (Edison Research)
- 49% of podcast listeners listen at home and 22% in their car. (Podcast Insights)
- About 30 percent of people learned about podcasts through online searches, while about 20 percent of listeners said they heard about it from other friends or word of mouth. (sprouts)
- Podcast listeners are more likely to own smart speakers. (sprouts)
- Podcasts are the #1 audio source for time spent by podcast listeners. (Edison Research)
- 50% of podcast super listeners agree that podcast ads are the best way to reach them. (Edison Research)
- Compared to older generations, millennials and Gen Z are 5% more likely to listen to podcasts for professional reasons. (pre-IQ)
- About 50% of customer service reps have listened to podcasts at work. (pre-IQ)
- 39.2% of those who listen to podcasts at least once a month listen through Apple Podcasts, while 26.4% use Spotify. (sprouts)
- More than half of millennials listen to educational podcasts. (pre-IQ)
- 62% of podcast listeners said they would be more likely to share a podcast with a friend if they could share a short segment or highlights from it, rather than an entire episode. (pre-IQ)
- In 2021, dynamic ad insertion will account for 84% of podcast ad revenue. 40% of podcast ads are read by the host. (IAB Podcast Ad Revenue Report)
- From 2020 to 2021, the amount of branded content on podcasts increased by nearly 82%. (chart)
Considering a podcast ad?
As you can see from the stats above, podcasting is growing in popularity — especially among the younger generation. While it’s often considered a “form of entertainment,” podcast content is very versatile.
For example, although Millennials or Gen Z Listening to podcasts featuring interviews with big celebrities, they also tune in to smaller shows that introduce them to new trends or news that are impacting their lives or careers.
Because there are so many podcasts, and so many listeners with buying potential, you may want to consider podcast sponsorships in your future advertising plans.
