Eight New Findings About The Podcast Audience

RADIO ONLINE | Tuesday, May 28, 2024

Cumulus Media and Westwood One

While AM/FM radio dominates the audio landscape with mass reach and significant time spent, podcasts are a fast-growing platform representing an engaging environment for brands. Cumulus Media's 2024 Audioscape report examines the latest podcast consumer trends from Edison Research's Q4 2023 "Share of Ear" study and from Nielsen Scarborough's Fall 2023 Podcast Buying Power report.

This week's Cumulus Media | Audio Active Group blog outlines eight key findings.

1. Podcast audiences have scale: Among 25-54s, one-third listen daily, 44% listen weekly, and 59% listen monthly

2. If you listen to podcasts, they are your number-one audio platform

3. The median age of the podcast audience has held at 34 years old despite massive audience growth

4. The podcast audience profile is employed, upscale, and educated, according to Nielsen Scarborough

5. Most podcast listening occurs at home throughout the day

6. Podcasts have opportunities for growth in markets 51 where listening is underrepresented

7. Podcasts' share of time spent on the smart speaker is up 4X since 2018

8. Advertiser Perceptions: Marketer/agency podcast advertising spending consideration and intention are at record highs