The podcasting landscape in the US is evolving rapidly, and the latest study from Sounds Profitable, in cooperation with Signal Hill Insights, represents the country’s most extensive publicly available study of podcast consumption. With a sample of over 5,000 Americans aged 18 and above, this comprehensive report, “The Podcast Landscape” provides invaluable insights into podcast listenership trends and audience demographics.
The study’s most striking finding is that podcasts now reach 53% of Americans aged 18 and above every month, marking the first report of monthly consumption reaching the majority of adults in the US. This demonstrates the increasing popularity and mainstream appeal of podcasting as a form of media and entertainment.
Source: Sounds Profitable, “The Podcast Landscape 2024” report
Moreover, the study reveals that podcasting resonates strongly with the 18-54 age group and multicultural audiences. Specifically, it is the first report to provide reliable estimates of Asian-American podcast consumption (62% monthly) and the LGBTQ+ audience (57% monthly consumption), highlighting the medium’s ability to cater to diverse communities.
Source: Sounds Profitable, “The Podcast Landscape 2024” report
Source: Sounds Profitable, “The Podcast Landscape 2024” report
Interestingly, the study also indicates that women and individuals aged 55 and older represent the most significant growth areas for podcasting. While the age composition of podcasting has shifted slightly older than in 2023, the report notes that 58% of non-consumers are 55+, suggesting untapped potential for further audience expansion in this demographic.
Source: Sounds Profitable, “The Podcast Landscape 2024” report
In terms of content, the study highlights the continued emergence of new podcast hits, with five new entrants among this year’s Top 20 Favorite Podcasts. Notably, the influence of YouTube as a source for podcast discovery is on the rise, with 52% of podcast consumers citing it as a primary platform for finding new podcasts, second only to recommendations (56%).
Furthermore, the study sheds light on the shifting perceptions of non-consumers, indicating growing interest in the perceived benefits of podcasting. Notably, there have been significant gains in interest in “listening to discussions on topics of interest,” “learning about new hobbies,” and “hearing programs that accompany TV series or movies,” suggesting opportunities for content creators and advertisers to capitalise on these evolving consumer motivations.
Podcasts aren’t just background noise anymore! 82% of listeners enjoy discussions on topics of interest, 66% appreciate having something to listen to while travelling, and 60% find audio companionship appealing.
Source: Sounds Profitable, “The Podcast Landscape 2024” report
Comedy, news, sports, political talk, and true crime lead the podcasting charge!
Source: Sounds Profitable, “The Podcast Landscape 2024” report
In conclusion, “The Podcast Landscape” study provides a comprehensive and insightful overview of podcast consumption in the US, offering valuable data and analysis for industry professionals, content creators, and advertisers. With podcasting continuing to experience rapid growth and diversification, the findings of this study serve as a valuable resource for understanding the evolving dynamics of this dynamic medium.
Source: Sounds Profitable blog article.
Download the full version of the study here.
