38 Podcast Stats That Advertisers Need to Know in 2022

If you’re interested in pursuing a podcast advertising strategy to connect with millennial or Gen Z customers but aren’t sure if the right opportunities exist for your company, check out this list of podcast advertising stats.

➝ free guide: how to start a podcast

With these tactics, you can identify podcasters with a price-point and audience target that makes sense for your brand. Then, you can work with them and leverage their expertise by sponsoring the content they’ve made. Alternatively, you could also create a native ad that aligns with their discussion topics.

We’ll cover podcasting’s biggest marketing opportunities, where podcasting is headed, and the demographics who tune in the most.

Table of Contents:

Podcasts and Advertising

Podcast Demographics

Podcast Growth

Podcast Listener Behaviors

Podcasts and Advertising

podcast stats: 82% of marketers plan to continue investing in audio content

podcast stats: podcast revenue growth

Podcast Growth

Podcast Demographics

Podcast Listener Behaviors

people listen to all or most of podcast episodes

Source

  • Podcast listeners are more likely to own a smart speaker. (Buzzsprout)
  • Podcasts are the number one audio source by time of consumption among podcast listeners. (Edison Research)
  • 50% of podcast Super Listeners agree that podcast ads are the best way to reach them. (Edison Research)
  • Millennials and Gen Z are 5% more likely to listen to podcasts for professional reasons than older generations. (EX-IQ)
  • Roughly 50% of customer service reps have listened to a podcast at work. (EX-IQ)
  • While 39.2% of people who listen to podcasts at least monthly listen via Apple Podcasts, 26.4% use Spotify. (Buzzsprout)
  • More than half of millennials listen to educational podcasts. (EX-IQ)
  • 62% of podcast listeners say they’d be more likely to share podcasts with friends if they were able to share one short segment or highlight of it, rather than an entire episode. (EX-IQ)
  • In 2021, dynamic ad insertion accounted for 84% of podcast advertising revenue. 40% of podcast ads were host-read. (IAB Podcast Ad Revenue Report)
  • The amount of branded content in podcasts increased by nearly 82% between 2020 and 2021. (Chartable)

podcast stats: number of branded podcasts by year

Considering podcast advertising?

As you’ve seen from the stats above, podcasting is growing in popularity — especially among younger generations. And while it is often considered a form of “entertainment,” podcast content can be incredibly versatile.

For example, although millennials or Gen Z listen to podcasts that feature interviews with big celebrities, they’ll also listen intently to smaller shows that educate them about new trends or news that impacts their life or career.

Because there are so many podcasts, and so many listeners with buying potential, you might want to consider podcast sponsorships in your future advertising plan.

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