Podcast Medium Statistics.
67 Million Americans have listened to a podcast in the last month. And growing substantially every year.
- $1 Billion Projected amount of podcast ad spend by 2020 - growing 85% year over year. The secret is out, Podcast ads work!
- 63% A survey of 300,000 listeners found that 63% of people bought something a host had promoted on their show.
- 2x Facebook Podcasts drive twice the ad awareness of Facebook. (According to INSIDE RADIO)
Podcasts are known for their credibility and authenticity among loyal listeners and the Magid study shows that can pay dividends for advertisers. More than four in ten podcast consumers (41%) said they looked up the item or service that was advertised in the podcast. “Advertising within podcasts is not only contextually relevant but more integrated into the content and therefore the consumer is much more often engaged in both the content and the advertising than they are on other platforms,” Hill says. “Podcasts and the ads within them are often highly relevant to one another. The creative and the voice is contextual and integrated into the content and that’s what makes it so much more impactful, effective and powerful than other platforms.”
One reason why these numbers are so astonishingly high has to do with the hyper-targeted nature of the podcast medium, the tight integration between content and advertising and the intimate relationship between the podcast host and his or her listeners. “Advertising in broad reach mediums often drives awareness more effectively than advertising in targeted mediums,” Hill continues. “And because of the relevance of the ad to the listener, because of the content in which they’re listening to it, they’re more likely to be in the consideration set for that product or brand and therefore more likely to take action.”
The study showed that podcast listeners tend to be young and male. Millennials are the biggest podcast consumers with one-third of Millennial mobile users saying they listen to podcasts, appreciably higher that the 24% all-respondents average. Teens aged 13-17 came in second place at 26%, followed by Gen X (24%) and Boomers (14%). Men (29%) scored higher than women (20%).