Edison：2024年播客听众报告 The Podcast Consumer 2024

ThePodcastConsumer2024

ThePitch

Podcastsreachallgenerations

Podcastshave

morelisteners

thanever

Listenersspend

moretimewith

podcaststhanever

Podcastlisteners

arediverse

andincreasingly

female

Podcastsreachreceptive

audiences

Podcastslisteners

areahighly

covetedaudience

foradvertisers

Podcasthave

morelistenersthanever

RECORDHIGH

RECORDHIGH

RECORDHIGH

67%

oftheU.S.12+populationhavelistenedtoapodcast

47%

oftheU.S.12+populationhaslistenedtoapodcastinthelastmonth

34%

oftheU.S.12+populationhaslistenedtoapodcastinthelastweek

Source:TheInfiniteDial2024

PodcastingListening

U.S.POPULATIONAGE12+%EVERLISTENEDTOAPODCAST

Estimated

192Million

67

62

64

57

55

51

44

40

36

33

29

30

25

27

23

22

18

13

11

'12

'16

'10

'09

2006

'18

'08

'21

'19

'20

'22

'07

2024

'13

'15

'14

'17

'11

'23

MonthlyPodcastingListening

TOTALU.S.POPULATIONAGE12+

%LISTENEDTOAPODCASTINTHELASTMONTH

Estimated

135Million

47

41

42

38

37

32

24

26

21

17

14

15

12

12

12

11

9

'09

'16

'18

'19

'12

2008

'21

'22

'20

'10

2024

'15

'14

'17

'13

'11

'23

98Million

WeeklyPodcastingListening

TOTALU.S.POPULATIONAGE12+

%LISTENEDTOAPODCASTINTHELASTWEEK

34

31

26

28

22

24

15

17

13

8

10

7

2020

2021

2022

2023

2024

2013201420152016201720182019

Listenersspend

moretimewith

podcaststhanever

Since2014,theaveragetimespentlisteningtopodcastshasgrownby

Source:TheInfiniteDial2024

ShareofTimeSpent

ListeningtoAudioSources

Q12024

ShareofTimeSpentListening

toAudioSources

U.S.Population13+

2014

Podcasts2%

2024

Podcasts11%

EdisonResearchShareofEar®Q2–Q42023,Q12024

ShareofTimeSpentListeningto

Ad-SupportedAudioSources

U.S.Population13+

Podcasts20%

Allothersources80%

EdisonResearchShareofEar®Q2–Q42023,Q12024

AverageTimeWeeklyPodcastListenersSpendListeningtoPodcasts

BASE:LISTENEDTOPODCASTINLASTWEEK

3HOURSTOLESSTHAN5HOURS

10HOURSORMORE

LESSTHANONEHOUR

5HOURSTOLESSTHAN10HOURS

MEAN

1HOURTOLESSTHAN3HOURS

Total

Age12-34

Age35-54

Age55+

5%33%21%18%23%

16%

19%

19%

30%

38%

28%

29%

25%

22%

21%

20%

16%

10%

4%

3%

7:43

7:35

7:44

8:01

PodcastsReachAllGenerations

MonthlyPodcastListening

TOTALU.S.POPULATIONAGE12+

%LISTENEDTOAPODCASTINTHELASTMONTH

2021202220232024

59

5655

55

51

50

43

39

27

26

2221

Age12-34Age35-54Age55+

Young

listenersareloyallisteners

ofthoseage12-34aremonthlypodcastlisteners

43%

ofthoseage12-34areweeklypodcastlisteners

Source:TheInfiniteDial2024

WeeklyPodcastListeningAmongAge12-34

U.S.POPULATIONAGE12-34

%LISTENEDTOAPODCASTINLASTWEEK

43

40

36

33

34

27

22

2018

2019

2021

2022

2020

2024

2023

GZ

PODCASTLISTENER

55%

Podcastsreach

keyconsumers

ofthoseage35-54aremonthlypodcastlisteners

41%

ofthoseage35-54areweeklypodcastlisteners

Source:TheInfiniteDial2024

WeeklyPodcastListeningAmongAge35-54

U.S.POPULATIONAGE35-54

%LISTENEDTOAPODCASTINTHELASTWEEK

41

39

30

31

27

25

20

2018

2019

2021

2020

2022

2024

2023

Older

audiences

areincreasinglylisteningto

podcasts

ofthoseage55+aremonthlypodcastlisteners

ofthoseage55+areweeklypodcastlisteners

34%

Source:TheInfiniteDial2024

#InfiniteDial

WeeklyPodcastListeningAmongAge55+

U.S.POPULATIONAGE55+

%LISTENEDTOAPODCASTINTHELASTWEEK

34

31

28

24

26

22

17

2018

2018

2021

2020

2022

2024

2023

Podcastlistenersarediverse

andincreasinglyfemale

48%

ofBlackAmericanslistentopodcastseachmonth

Podcastsreacha

43%

diverseaudience

ofLatinoAmericanslistentopodcasteachmonth

Source:TheInfiniteDial2024

MonthlyPodcastListening

TOTALU.S.POPULATIONAGE12+

%LISTENEDTOAPODCASTINTHELASTMONTH

20202021202220232024

4545

48

43

38

34

33

36

32

24

BlackAmericansLatinoAmericans

EthnicityofMonthlyPodcastListeners

BASE:U.S.AGE12+ANDLISTENEDTOPODCASTINLASTMONTH

AFRICAN-

WHITE

AMERICANHISPANICASIANOTHER

201467%15%12%1%5%

(EST.39MIL)

202458%15%18%2%7%

(EST.135MIL)

frontpage

WaysLatinoWeeklyPodcastListenersHaveInteractedwithPodcasts

“Haveyouever...fromapodcast?”Base:U.S.LatinoWeeklyPodcastListeners

35%signedupforanewsletter

31%purchased

brandedmerchandise

21%donatedorgavemoney

22%attendedavirtualevent

18%attendedanin-personevent

45%

ofU.S.Womenaremonthlypodcastlisteners

32%

Thelisteninggendergapisclosing

ofU.S.Womenareweeklypodcastlisteners

Source:TheInfiniteDial2024

MonthlyPodcastListening

TOTALU.S.POPULATIONAGE12+

%LISTENEDTOAPODCASTINTHELASTMONTH

2021202220232024

46

45

48

43

41

39

36

39

MenWomen

GenderofMonthlyPodcastListeners

BASE:U.S.AGE12+ANDLISTENEDTOPODCASTINLASTMONTH

MENWOMEN

2014(EST.39MIL)

2024(EST.135MIL)

45%

48%1%

55%

51%

*NON-BINARYADDEDIN2021;2024:LESSTHAN1%

WeeklyPodcastListeningAmongWomen

FEMALEU.S.POPULATIONAGE12+%LISTENEDTOAPODCASTINTHELASTWEEK

32

25

27

21

23

15

18

2018

2019

2021

2020

2022

2024

2023

Averagenumberofpodcastepisodeslistenedtoinaweek

BASE:U.S.AGE12+ANDLISTENEDTOPODCASTINLASTMONTH

Totalweekly

podcastlisteners

Maleweekly

podcastlisteners

Femaleweeklypodcastlisteners

Podcasts

listenersareahighlycovetedaudiencefor

advertisers

ComparedtotheU.S.population,monthlypodcastlistenersare…

Moreemployed

Moreeducated

Moreaffluent

Source:TheInfiniteDial2024

EducationalAttainmentofMonthlyPodcastListeners

BASE:U.S.AGE18+MONTHLYPODCASTLISTENERSWHOGAVEARESPONSE

U.S.POPULATION18+MONTHLYPODCASTCONSUMERS18+

Not

college

educated

56%

Not

College

educated

49%

College

educated

college

educated

51%

44%

EmploymentStatusofMonthlyPodcastListeners

BASE:U.S.AGE18+ANDLISTENEDTOPODCASTINLASTMONTH

U.S.POPULATION18+MONTHLYPODCASTCONSUMERS18+

Not

currently

employed

48%

Employed

full-time

Employed

full-time

orpart-

orpart-

time

Not

currently

employed

37%

63%

time

52%

HouseholdIncomeofMonthlyPodcastListeners

BASE:U.S.AGE18+MONTHLYPODCASTLISTENERSWHOGAVEARESPONSE

U.S.POPULATION18+MONTHLYPODCASTCONSUMERS18+

$75Kormore

$75Kormore

48%

Lessthan$75K

52%

56%

Lessthan$75K

44%

MAYBE

Howmuchdosportsfanspendon

sports/team/athletememorabiliaormerchandiseeachyear?

Sportfanswhowatchsportsvideoprogrammingspendanaverageof

$185

onsportsmerchandiseeachyear

Sportfanswholistentosportspodcastsspendanaverageof

$321

onsportsmerchandiseeachyear

SportsAudioReport

AmongU.S.adu