Transcript
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This is Podcasting where I'm on a quest to conquer the podcasting realm,
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and I'm bringing you along for the journey to help you achieve your own podcasting success.
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In today's episode, we are diving into the Podcast Consumer Report of 2024
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by Edison Research. Let's dive right in. So if you haven't heard of Edison Research,
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I would definitely recommend going to their website. I've talked about them in past episodes
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and checking them out because Edison Research is the go-to for podcast metrics and data and surveys,
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and it's definitely worth checking out their website and all they have to offer. So definitely
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go do that. And if you are wanting to follow along to the Consumer Report that I'm looking at
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and the graphs, you can do so. I will have the link in the show notes where you can download
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the Consumer Report for yourself and you can check it out so you have it with you as well
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and gain some insights to it that we might not touch on here today. I'm hoping to get through
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quite a bit of this and hopefully we can gain some awesome insights. I'm pretty excited about
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this because I did glance at the first graph here and it's pretty exciting. So stay tuned.
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You definitely want to keep listening because there is some awesome news here for podcasters.
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So let's dive right into it. The first graph that I just mentioned says that 67% of the US
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population ages 12 and up have listened to a podcast and that is a record high. Another
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stat here is that 47% of the US population 12 and up have listened to a podcast in the last month,
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which is also a record high, and then 34% of the US population 12 and up have listened to a podcast
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in the last week. So this is pretty exciting news just based off of this first graph that
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we're looking at here that this is all a record high and that is telling me that podcasting is
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still a thing and it is still growing even though we are consumed with the amount of podcasts there
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are as people are worried that there is an over saturation of podcasts. There's also a growing
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audience of podcasts to keep up with that saturation. So this is some exciting news here
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and what this is telling me of course, especially with that 34% of the US population 12 and up have
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listened to a podcast in the last week, that's saying 34% of people basically are listening to
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a podcast on a weekly basis, which is a record high and pretty awesome to hear and that is an
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amazing thing to see. And just the fact that 67% of people in the US ages 12 and up have listened
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to a podcast ever and that is a growing record is also very exciting and we'll see where we get
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if we can get to the 80% here in the next year. We'll see what happens in 2025. I think we might
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get to 70 something percent next year, but 80% would be awesome. Let's go on to the next graph
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here and it is going into detail on podcasts listening by year. So this is really interesting
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because if you look at the first year on the graph is 2006 and that is 11% of the US population
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listening to podcasts and today 2024 it is estimated 192 million people have ever listened to a
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podcast and this is for people who have ever listened to a podcast, not constantly listening
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to a podcast or something like that, but 192 million estimated people have at least listened
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to a podcast and that is 67% in 2024 compared to 11% in 2006 and it's interesting to see the
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growth here as there is a growth almost every year. In 2012 to 2013 there was a slight increase
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in the number of people who listened to podcasts and it's interesting to see that it is growing
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and it is some exciting news to people, to podcasters specifically, that these graphs are showing
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that there's still an increase in people listening to podcasts and learning about podcasts and becoming
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and finding out that podcasts are a thing really. Majority of people listening to podcasts are
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and finding out that podcasts are a thing really. Majority of people know about podcasts these days
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but maybe don't listen to podcasts or haven't but this shows you that you know it is still
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increasing and that people are interested in podcasts. The next graph here is talking about
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monthly podcasting listening and this is again the total US population ages 12 and up and this is the
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percent listened to a podcast in the last month and it is estimated 135 million people in the US
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have listened to a podcast in the last month. That is a lot of people and there are a lot of podcasts
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of course but if you are starting a podcast and are worried that there is no audience for it well
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you have 135 million estimated people that you could be in your audience. Now of course
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you're not going to get 135 million I wish. Maybe Joe Rogan but unfortunately none of us are Joe
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Rogan but just seeing this is pretty awesome and this is also showing this based off of the years
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that went up from 2008 is when this one starts it was at nine so only nine percent of the population
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was listening to a podcast in the last month and 2024 it says 47 percent of people said they were
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listening to a podcast or they have listened to a podcast rather in the last month. Let's dive into
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the next one here and this is weekly podcast listening. Again it is the US population ages 12
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and up and that is 98 million estimated people are listening to podcasts on a weekly basis. So this is
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not they have heard a podcast once this is on a weekly basis or at least they have listened to a
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podcast in the last week I guess. Maybe I need to not be too excited and over exaggerate here because
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they are only saying actually this is a percentage of the people listening to a podcast
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in the last week not that they've listened to a podcast weekly. So maybe I need to take a step
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back here and understand this graph here a little more and so but the interesting thing again is 98
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million people estimated are listening to a podcast or have rather listened to a podcast in the last
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week and it is 34 percent in 2024 and the first year it shows here is 2013 at only 7 percent.
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So that is a drastic change from 2013 to 2024 and again every year here on this graph was has been
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increasing except for in 2022 there was a slight decline in 2021 28 percent and then it dropped to
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26 percent and then 2023 it jumped back up to 31 percent. So it's pretty interesting to see there
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as well. Now the next graph is the top 50 podcast in the US and this is shows with the largest weekly
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audience and this is for quarter one of 2024. I'm not going to go through all of the podcasts on this
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list as that would take a long time but just to kind of give you my thoughts and the highlights
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here and what we are looking at as far as the top genres and the top podcast in the US and what we
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can maybe learn from this. So at number one of course is the Joe Rogan Experience and this
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podcast is basically the king of podcasts and it's amazing to see that he is really the king of
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podcasts and has been for years now and not slowing down and the Joe Rogan Experience is of course at
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number one. At number two we have Crime Junkie and number three the Daily. Number four we have New
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Heights with Jason and Travis Kelsey. That one's interesting. That is a podcast with a NFL player.
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I think he retired and his wife and I think the interesting thing about this is the popularity
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grew because of his brother dating Taylor Swift and that whole situation. So I believe that's what
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caused this podcast to get so popular but I mean good for them right and of course there is some
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fame that has to do with that as well as Joe Rogan of course. Joe Rogan being famous before the podcast
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and of course the podcast taking him up to another level as far as being famous is concerned and his
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popularity. Number five is Dateline NBC so just a news podcast which I think makes sense as well
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and then we do have some interesting ones here. We have a comedy which I've seen on my Facebook
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in shorts. I get ads for that all the time and that is Call Her Daddy which I believe is a comedy
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podcast that is catered towards women. We have Smartless, Morbid, Stuff You Should Know at number
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10. So there are a lot of interesting things here and one thing just based off of this graph that
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I'm looking at is that we can tell the genres that are really popular and I don't think it's
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anything new if you know anything about podcasts and that is comedy, true crime and news is basically
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the kings and queens of podcasting genres. The Joe Rogan Experience is obviously a comedy podcast
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combined with you know some other aspects since he interviews scientists and philosophers and basically
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a psychiatrist and a bunch of wide variety of people but we have Crime Junkie, we have Morbid
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and we have a bunch of other you know we have Serial, we have a bunch of true crime podcasts
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and true crime is obviously a very popular genre in the podcasting world so it's no surprise to see
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it up there. We have other comedy podcasts like The Past Weekend with Theo Vaughn at number 12.
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We have Bad Friends with Andrew Santino and Bobby Lee, another comedy podcast at 15.
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We have Two Bears in One Cave at number 31, another comedy podcast. We have Murder, Mystery and Makeup
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at 41, another true crime podcast I'm assuming. So we have a lot of different comedy, true crime
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and news podcasts here at the you know in the top 50 podcast in the US but it is interesting to see
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and I don't think that anything is going to change as far as the genres in the next year
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but it is interesting to see the top 50 here and I'd recommend checking out this report and you
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can just check out the top 50 podcasts in the US if you're interested in just checking that out
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to kind of get a more overview of all the different podcasts that are on the top 50.
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Maybe if you are interested in checking out some of these podcasts. I know for me I haven't listened
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to a lot of these so this is just giving me some ideas of some podcasts I need to check out myself
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and so that's interesting to see here and then let's dive into the next graph here which is the
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top new podcast of 2023. So this graph is showing podcasts released in 2023 with the largest weekly
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reach and so that's interesting we have Brain Leak by Wood Elf Media. So we have Podcast P with Paul
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George that is a way of sports and entertainment. We have That Chapter podcast by That Chapter.
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We have the Broski Report with Brittany Broski and that is by Brittany Broski and Audio Boom
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Studios and then we have the Unplanned Podcast by Matt and Abby and Qcode and I'm not familiar
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with any of these podcasts to be honest with you other than the Unplanned Podcast because I see
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shorts and they're all over these this couple has really created a couple brand if you will
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on the internet in shorts and things like that that I've seen so they are very popular so it
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you know it makes sense that they are able to transition into a podcast and really grow
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pretty rapidly and getting a large reach each week. I am curious to see what some of these are
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for instance Brain Leak. I don't know what Brain Leak would be but they do have some cool cover art
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and That Chapter podcast. No idea what that is. Is it about books? Looking at the cover art here
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it's got like a dark theme to it maybe it's true crime. It's hard to tell but it is interesting
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and this could be another way to kind of get an idea of what cover art is currently working for
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podcasts. Just looking at this graph here you can kind of see some interesting ideas for cover art
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if you're interested in or you're looking to start a podcast and you are needing some cover
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art ideas or you look you have a podcast and you're looking to kind of update it and get more reach
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maybe look into the podcast cover arts that are currently working and that might help and that's
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something I'm definitely going to look into myself and I'm currently using this graph obviously for
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selfish reasons and that's why I'm looking at this consumer report to get some ideas for myself
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but it is awesome to see and hopefully this helps you as well. This next graph here is showing that
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listeners spend more time with their podcasts than ever so since 2014 the average time spent
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listening to podcast has grown by a whopping 450 percent. That is nuts. 450 percent the average
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time spent listening to podcast has grown by wow that that kind of blows my mind right there
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that's amazing. I mean when you think about the early podcasting has been around for a while
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since the early 2000s I believe I could be wrong that's amazing to see that since 2014 the podcast
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industry has really grown that much and it continues to grow and there's more podcast
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every day there's more podcast listeners as this report is showing us and so this is getting me
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really pumped for podcasting and I'm hoping that this is getting you pumped for podcasting
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and getting getting you motivated as it's motivating me. Let's dive into another chart here
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so this is let's see what we got here we have share of time spent listening to audio sources
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the US population ages 13 and up so this shows audio sources from 2014 to 2024 and this is
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showing basically all the different audio sources in 2014 it says two percent of the audio sources
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people were consuming were podcast and in 2024 it is 11 percent of audio sources now I'm assuming
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they're taking into account different audio sources like radio streaming music I don't know
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what all all the sources they are taking into account are but I mean just looking at the graph
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previously that's showing us that 450 percent increase that's enough for me to get excited
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and let's dive in the next one here so this is share of time spent listening to ad supported
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audio sources so again this is US population age 13 and up it says all other sources are 80 percent
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and podcast is 20 percent let's see what we can gain from this here share of time spent listening
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to ad supported audio sources all other sources 80 podcast 20 so basically this is saying that
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the time people are spending listening to audio sources with ads all other sources are 80 and
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podcasts are at 20 so these other sources are taking up majority of the ad supported audio
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that people are listening to I'm guessing again music and things like that but podcasts at 20
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that's not too bad to be honest with you let's dive in in the next one the next one is average
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time weekly podcast listeners spend listening to podcast and this is based on listened to podcast
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in the last week and so there is a mean average here of 743 let's see here actually let me dive
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into this a little more here so five percent say less than one hour 33 percent of people say
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one hour to less than three hours three hours to less than five hours at 21 percent and five hours
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to less than 10 hours is 18 percent and then 10 hours or more of people listening to a podcast
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in the last week is 23 percent and this is a total of everybody all age groups and then let's see
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what else we got here so we got different age groups here we have a 12 to 34 35 to 54 and 55
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and up and one of the interesting things here is it looks like the majority of people ages 12 to 34
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are listening to a podcast an hour to less than three hours and similar for ages 35 to 54 at 28
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percent but 29 percent of ages 35 to 54 are listening or have listened in the last week to
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10 hours and more podcast so that's showing us that you know there is a big there is a big audience
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for that age group there and then 55 percent 30 percent of people have listened to it in a podcast
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or 35 30 percent rather people ages 55 and up have listened to a podcast in the last week and that
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is an hour to less than three hours so there's in some interesting insight here into this graph as
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well let's dive into the next part of this consumer report and this is podcast so this is podcast
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reach all generations so this is showing us monthly podcast listening total u.s population age is 12
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and up this is the percent of listening to a podcast in the last month and this is pretty
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interesting because as we can see here ages 12 to 34 has gone up 49 percent compared to previously
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at 55 50 and 56 percent and this is 2021 2024 so at in 2021 it was 56 percent and now 59 percent
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for that age group 35 to 54 it was 39 percent in 2021 and now is 55 percent in 2024 55 and up 27
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percent is what it's currently at and it was 26 percent in 2021 again that is a total u.s
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population ages 12 and up percentage of people listening to a podcast in last month it shows
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that young listeners are loyal listeners here it's showing that the next one here is young
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listeners are loyal listeners 59 of those ages in 12 to 34 are monthly podcast listeners and those
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of ages 12 to 34 are weekly podcast listeners at 43 percent so that's showing basically young
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listeners are loyal listeners so if you are targeting a younger audience this is some good
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news for you as well on your podcast and that's something that i think we should take a look at
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or at least take a look at as we are coming up with our podcast ideas or and see what our audience
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is their age their demographic and things like that just like you would a business
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let's see what else we have here that seems interesting so the rest is diving into more
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kids researched kid podcast listener report we have a generation z podcast listener report
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this is kind of interesting it says gen z monthly podcast listeners who's gen z monthly podcast
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listeners who started listening as children spend an average of three hours and more per week with
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podcasts than those who started listening in later in life so basically people who are starting to
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listen to podcasts younger are sticking with podcasts longer and listening more
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so this is kind of interesting and one of the other things here is podcast reach by key consumers
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so 55 percent of those ages 35 to 54 percent or sorry the 55 percent of those ages 35 to 54
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are monthly podcast listeners and 41 percent of those ages 35 to 54 are weekly podcast listeners
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so that's pretty interesting to see and these are obviously key consumers as that age group is
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the people who are going to be buying products or buying from your sponsors if you have sponsors
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and ad spots on your podcast and so this is kind of interesting to see there's a lot more here
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on this consumer report there's talking if they're talking about the boomers are adapting to online
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audio and more on the different age groups and things of that and the diversity of podcast
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listeners and how it's increasingly female which is interesting 48 percent of black americans listen
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to podcasts each week 43 percent of latino america uh 43 percent of latino americans listen to podcasts
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each week or each month rather and so it's interesting to see all of this different
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information i'm not going to go over any more of this information because it's a lot but
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there's definitely a lot of interesting information here that i think you should dive into
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i will put a link again in the show notes if you are wanting to check out this consumer report
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but that's going to be it for today's episode this is some interesting information here on this
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consumer report and we can glean a lot of valuable information as far as targeting our specific
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audience this really is interesting it's showing here that 450 what was that 450 increase um since
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2014 the average time spent listening to a podcast has grown by 450 so just that standalone right
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there is exciting news and i don't think it's saying it basically this is 2024 right this isn't
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a report from last year or 2020 or anything like that this is a updated report here from 2024
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and now is a great time to get into podcasting still uh you might see some people saying it's
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not there's it's oversaturated there's but this is actually a great time to get into podcasting and
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it's showing that the average time listening to podcasts has grown and so there are more
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people listening to podcasts than ever and even if there are people creating podcasts there isn't
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growing audience for those podcasts and of course the other things we can learn from this the top
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genres in podcasting comedy true crime news etc is nothing new but just again kind of showing us
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that those are the top genres and they are going to be the most competitive as well but they are
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going to be the most lucrative if you can get into a the genre like that the age groups again are
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interested in to see the age groups are interesting to see again as far as that's concerned being able
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to target your specific audience like i mentioned seeing that the age groups listening to podcasts
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are consumers that can actually purchase products that you might be advertising on your podcast so
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there's a lot of information that we can uh gain from this consumer report so again go on the website
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download this consumer report for yourself check it out i think it's worth it and sign up for the
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newsletter i think they have a newsletter for this edison research company and i would periodically
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check this company out their website here is again is edison research and they have some valuable
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information that i think is very important to stay on top of industry news and podcasting but
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that's going to be it for today i hope this was helpful for you guys as it was helpful for me
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and motivating really to see the growth in podcasting until next time guys keep on your
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quest and enjoy the process and the journey
