Edison Research reports that a growing percentage of Americans are listening to podcasts. In 2016, 21% of Americans age 12 plus have listened to a podcast in the past 30 days, which is a significant growth when this share was 12%. Read the full report by Tom Webster VP Strategy and Marketing, Edison Research here.
From PEW RESEARCH CENTER
“That percentage rises to 36% when it comes to those who have ever listened to a podcast – double the share who had done so in 2008, according to Edison. And, reflective of the country’s shift to mobile more broadly, mobile devices (smartphones, tablets or other portable devices) are increasingly preferred over desktops or laptops for podcast listening. In 2016, 64% of Americans age 12 or older who have ever listened to a podcast said they were listening “most often” on a mobile device, compared to 55% in 2015. Conversely, 34% said in 2016 that they listen most often on a desktop or laptop computer, while 42% said this in 2015.”
So the point is podcasts are growing as a listened-to media by a larger and larger population that shuns traditional media. As usual, shifts in media start with younger consumer audiences and move to adult B2B audiences. This shift is a result of marketing departments in B2b that reach past the miserable return on email as a source for leads (and thought leadership) and search for new ways to “presell” their management and products. See the white paper on how Thought Leadership can be Shaped by Internet Radio and podcast replays.