The 2024 Reuters Institute Digital News Report offers valuable insights into the demographics of podcast listeners, providing an in-depth understanding of their preferences and behaviours. The report reveals that nearly half of American and Spanish respondents reported listening to a podcast in the previous month, indicating the widespread appeal of the format.
Chart: AdTonos, Source: Reuters Institute for the Study of Journalism Digital News Report 2024
Countries like Spain, the US, Ireland, Sweden, Norway, and Portugal have shown significant reach for podcasts, with the UK closely following. On the other hand, Japan exhibited the least reach for podcasts among the countries surveyed.
Chart: AdTonos, Source: Reuters Institute for the Study of Journalism Digital News Report 2024
Spain and the US were closely followed by Ireland and Sweden, with podcast reach at 43%, and Norway and Portugal at 42%. The UK came in 15th at 31%, behind Italy at 32% and ahead of the Netherlands at 31% and Germany at 30%. Japan had the least podcast reach among the countries examined, with just over a quarter of respondents listening to a podcast monthly.
While news podcasts have struggled to capture a significant market share, their listenership is rising. Specifically, 13% of all respondents internationally accessed a news or current affairs podcast each month. Moreover, the report emphasises that podcasts are proving to be a promising platform for publishers as they navigate the engagement challenge in an environment less reliant on platform algorithms.
The report also highlights the demographic trends of podcast listeners, indicating that the format tends to attract younger, affluent, and educated audiences. Men are more inclined towards news and political shows, partly attributed to male hosts’ dominance in podcasting.
The data further illustrates that younger age groups, mainly those aged 18 to 34, exhibit a higher propensity for podcast consumption than older demographics. Additionally, higher educational attainment and income levels correlate with increased podcast listenership.
Chart: AdTonos, Source: Reuters Institute for the Study of Journalism Digital News Report 2024
Younger consumers have a higher reach when it comes to podcasts. The majority of respondents aged 18 to 24 and 25 to 34 reported listening to podcasts monthly. However, the percentage falls to 44% among those aged 35 to 44, 32% among those 45 to 54, and 20% among those aged 55 and above.
Chart: AdTonos, Source: Reuters Institute for the Study of Journalism Digital News Report 2024
The podcast format is predominantly favored by individuals with higher education levels, with 47% of respondents holding a degree stating that they listen to podcasts, compared to 35% of those with low or medium levels of education.
Income is also strongly correlated with podcast listenership, as 44% of “high income” respondents reported listening to a podcast monthly, compared to 29% of low earners.
hart: AdTonos, Source: Reuters Institute for the Study of Journalism Digital News Report 2024
As we delve deeper into the insights provided by the Digital News Report, it becomes evident that podcasting is a thriving medium for content consumption and a channel that presents unique opportunities and challenges for publishers and marketers alike. The report underscores the importance of understanding the distinct demographic characteristics of podcast listeners, as this knowledge is crucial for creating targeted and engaging content that resonates with this audience. Adapting strategies to these unique characteristics is beneficial and necessary for success in this medium.
The Digital News Report illuminates the dynamic and evolving landscape of podcast listenership, underscoring the potential for significant growth in the industry. This underscores the need for tailored strategies to connect effectively with diverse audience segments. As the podcasting industry expands, leveraging these insights can foster meaningful engagement and drive further growth in the audio content domain, presenting exciting opportunities for content creators, marketers, and publishers.
Source: Reuters Institute for the Study of Journalism Digital News Report 2024
Download the full version of report here.
