43% of U.S. Black Population Are Monthly Podcast Listeners

RADIO ONLINE | Wednesday, February 22, 2023

Edison Research

According to Black Podcast Listener Report 2.0 from Edison Research with SXM Media and Mindshare USA, 43% of the Black 18+ population in the U.S. are monthly podcast listeners. That number is five points higher than the number of the overall 18+ population who report listening to a podcast in the last month, 38%. It's also up from 36% of the Black U.S. population 18+ who said they listened to a podcast in the last month in 2021.

The percentage of the 18+ Black population who are monthly podcast listeners has increased nine points from 2020 to 2022, outpacing the growth among the total U.S. population. Black women podcast listeners are more likely to be monthly listeners and Black men podcast listeners are more likely to be weekly listeners: Among Black monthly podcast listeners, 55% are women, but among Black weekly podcast listeners 52% are men.

34% of Black monthly podcast listeners have stopped listening to a podcast they used to listen to regularly, but creators can address some of the reasons why: 24% of those who stopped listening said it was because the show stopped producing new episodes, 20% said they forgot about the show between seasons, 12% said the host offended them.

Black weekly podcast listeners are more likely to engage with podcast advertisers than the overall U.S. weekly podcast listener: After hearing an ad on a podcast they regularly listen to, 61% of Black weekly podcast listeners (compared with 49% of U.S. weekly podcast listeners) recommended a product to a friend or family member; 68% of Black weekly podcast listeners (compared with 63% of U.S. weekly podcast listeners) gathered more information about a company or product; 52% of Black weekly podcast listeners (compared with 44% of U.S. weekly podcast listeners) purchased a product or service.

Representation matters to Black podcast listeners: 75% of Black monthly podcast listeners frequently or occasionally follow or seek out content that focuses on Black stories and perspectives on podcasts.

According to Edison Research Senior Director of Research Gabriel Soto, "The report's findings illustrate the opportunity and value of Black representation. The data depicts a clear and untapped craving for Black stories and perspectives in podcasting. And the benefits of these stories to advertisers are on full display when we consider Black listeners' high level of engagement with advertising brands on shows with Black hosts."

Younger listeners are more likely to listen to podcasts hosted by Black hosts: 57% of Black monthly podcast listeners age 18-24 say all or most of the podcasts they listen to are hosted by Black hosts; 35% of Black monthly podcast listeners age 55+ say the same.

Podcast topics that have increased the most year over year for Black weekly podcast listeners are: Music (47% listen to this topic v. 43% in 2021, Sports (33% listen v. 27% in 2021), TV & Movies (32% listen v. 27% in 2021), Business & Entrepreneurship (31% listen v. 26% in 2021)

Social media is a big source of podcast discovery: 36% of Black monthly podcast listeners discovered podcasts on social media when they began listening, up from 31% in 2021.

Black weekly podcast listeners who are parents have children who also listen: 41% of Black weekly podcast listeners are parents of children under 17, and 35% of these parents say their children also listen to podcasts.