38 Podcast Stats That Advertisers Need to Know in 2022

For those who’re taken with pursuing a podcast promoting technique to attach with millennial or Gen Z prospects however aren’t certain if the best alternatives exist in your firm, try this listing of podcast promoting stats.

With these ways, you’ll be able to determine podcasters with a price-point and viewers goal that is sensible in your model. Then, you’ll be able to work with them and leverage their experience by sponsoring the content material they’ve made. Alternatively, you can additionally create a local advert that aligns with their dialogue subjects.

We’ll cowl podcasting’s greatest advertising alternatives, the place podcasting is headed, and the demographics who tune in probably the most.

Desk of Contents:

Podcasts and Promoting

Podcast Demographics

Podcast Progress

Podcast Listener Behaviors

Podcasts and Promoting

• In 2022, 82% of entrepreneurs plan to proceed investing the identical quantity or improve their funding in podcasts or different audio content material. (HubSpot)
• Podcast advert spending is anticipated to hit $1.74 billion this 12 months. (Statista)
• 39% of Data Know-how corporations plan to leverage podcast promoting in 2022. (HubSpot)
• The typical podcast advert slot prices between $10 to $50, with further premium charges for reveals with excessive listenership. (HubSpot)
• 18% of U.S.-based corporations plan to leverage podcasts and audio content material of their advertising methods. (HubSpot)
• 54% of podcast shoppers say that they’re extra more likely to think about the manufacturers they hear marketed on podcasts. (Edison Analysis)
• 38% of entrepreneurs working for retail corporations say podcast promoting is the media channel with the largest ROI. (HubSpot)
• Podcast promoting income is anticipated to move $2 billion in 2022. (IAB Podcast Advert Income Report)

Podcast Progress

• In 2021, there have been over 2 million energetic podcasts. (Podcast Insights)
• By April 2021, there have been over 48 million podcast episodes. (Podcast Insights)
• Month-to-month podcast listeners grew by 6.1% to 125 million listeners in 2022. (eMarketer)
• 73% of Individuals age 12 and up have listened to podcasts prior to now month. (Buzzsprout)
• Between 2021 and 2022, the variety of individuals over the age of 12 within the U.S. who listened to podcasts elevated from 57% to 62%. (Edison Analysis)

Podcast Demographics

• Roughly 79% of individuals over the age of 12 within the U.S. are aware of podcasts. (Edison Analysis)
• 53% of podcast listeners are males. (Edison Analysis)
• 41% of millennials hearken to podcasts weekly. (Jam Avenue Media)
• 53% of males and 46% of girls hearken to podcasts in 2022. (Edison Analysis)
• 66% of podcast listeners have a university diploma and a mean revenue of $75,000 per 12 months. (Buzzsprout)
• The most important improve in podcast listenership prior to now 12 months has come from these within the 12-to-34 age group. (Edison Analysis)

Podcast Listener Behaviors

• 38% of individuals hearken to podcasts month-to-month whereas 26% of individuals hearken to podcasts weekly. (Edison Analysis)
• Whereas 49% of podcast listeners tune in from dwelling, 22% pay attention within the automobile. (Podcast Insights)
• Roughly 30% of individuals find out about podcasts from on-line search whereas about 20% of listeners say they hear about them from different mates or phrase of mouth. (Buzzsprout)

Supply

• Podcast listeners usually tend to personal a sensible speaker. (Buzzsprout)
• Podcasts are the primary audio supply by time of consumption amongst podcast listeners. (Edison Analysis)
• 50% of podcast Tremendous Listeners agree that podcast advertisements are one of the best ways to achieve them. (Edison Analysis)
• Millennials and Gen Z are 5% extra more likely to hearken to podcasts for skilled causes than older generations. (EX-IQ)
• Roughly 50% of customer support reps have listened to a podcast at work. (EX-IQ)
• Whereas 39.2% of people that hearken to podcasts at the very least month-to-month pay attention through Apple Podcasts, 26.4% use Spotify. (Buzzsprout)
• Greater than half of millennials hearken to instructional podcasts. (EX-IQ)
• 62% of podcast listeners say they’d be extra more likely to share podcasts with mates in the event that they have been in a position to share one brief phase or spotlight of it, slightly than a whole episode. (EX-IQ)
• In 2021, dynamic advert insertion accounted for 84% of podcast promoting income. 40% of podcast advertisements have been host-read. (IAB Podcast Advert Income Report)
• The quantity of branded content material in podcasts elevated by practically 82% between 2020 and 2021. (Chartable)

Contemplating podcast promoting?

As you have seen from the stats above, podcasting is rising in reputation — particularly amongst youthful generations. And whereas it’s typically thought-about a type of “leisure,” podcast content material might be extremely versatile.

For instance, though millennials or Gen Z hearken to podcasts that characteristic interviews with massive celebrities, they’re going to additionally pay attention intently to smaller reveals that educate them about new traits or information that impacts their life or profession.

As a result of there are such a lot of podcasts, and so many listeners with shopping for potential, you may wish to think about podcast sponsorships in your future promoting plan.