FMR-Eastlan: Podcasts More Popular in Larger Markets
| RADIO ONLINE | Wednesday, June 22, 2022 |
|
 FMR Associates and Eastlan |
A study was conducted in March-April, 2022 for FMR Associates and Eastlan Ratings clients to determine the listening levels of varied audio compared to six months ago and how listening may differ based on market size or geography.
In the last six months Weekly Podcast Listening has increased to 25% of the 25-64 Adult population of the US. That number was under 5% just five years ago. Most who listen to podcasts also listen weekly to AM/FM Radio (95%)
Listening levels are about the same between men and women and 5% higher in the 25-44-year-old age group.
Weekly Podcast listening is much more popular in progressively larger markets at 31% weekly in the top 30 markets compared to only 17% usage in markets 101 and smaller.
The "podcast gap" is significant and the impact on Time Spent Listening for AM/FM radio is much greater in larger markets compared to markets 101 and smaller. The study may also indicate a podcast targeted toward a "large city" audience could have greater chance of success with more potential audience in the top 30 markets.
