26 Latest Podcasting Statistics Marketers Should Know For 2022

Podcasting Statistics

Podcasts are an interesting and easy way for people worldwide to consume information, and they can be a great marketing tool too.

The use of podcasting as a marketing tool has been growing over the last few years, and many businesses are standing up and taking note of its potential.

If you’re keen to keep your finger on the pulse, you’ve come to the right place. In this article, we’ll be taking a look at the latest podcasting statistics that you should know.

Ready? Let’s jump into it.

Editor’s top picks – podcasting statistics

These are our most interesting statistics about podcasting:

  • 78% of people listen to podcasts to learn new things. (Source: Statista2)
  • Comedy is the most popular podcasting genre. (Source: Statista4)
  • 60% of listeners have bought a product based on a podcast ad. (Source: Midroll)

General podcasting statistics

Podcasting is popular, but just how popular. Here are some general podcasting statistics that will give you a better idea of the state of the podcasting industry in 2022.

1. 78% of Americans are aware of podcasting…

Although podcasting has been around for a while now, some still class it as a new and emerging industry. However, every year it becomes more popular, and more consumers are becoming aware of it. According to Statista, just over 3/4 of the US population claims that they are ‘aware’ of podcasting.

78% of Americans are aware of podcasting

Source: Statista1

2. …And 57% of Americans have listened to a podcast

Of the number of people aware of podcasting, a good percentage of them have actually listened to one. According to Statista, over half of all Americans have listened to at least one podcast in their life. Around 57% reported that they have listened to a podcast, but many of those surveyed listen to podcasts on a regular basis.

Source: Statista1

3. 78% of people listen to podcasts to learn new things

Podcasts are a great source of information for many people. Whether it’s learning about the latest pop culture trends, or unearthing spooky true crime stories, people love to learn new things from the podcasts they choose.

Almost 80% of people say they listen to podcasts to learn new things, making it the most popular reason for tuning in.

Source: Statista2

4. Apple Podcasts is the leading podcasts app, with a 43% market share

There is a range of options available when it comes to listening to podcasts from Spotify to Audible and Google Podcasts.

It’s a competitive industry for podcast apps, however, there is one clear winner. Apple Podcasts is the most used and downloaded podcasting app, and it commands a 43% market share. The second most popular app is Spotify.

Apple Podcasts is the leading podcasts app, with a 43% market share

Source: Chartable

5. There are over 2 million podcasts online…

Podcasting is no longer a niche hobby for internet lovers. Over the years since its inception, it’s grown massively in popularity, with influencers, celebrities and businesses all keep to create audio content. As of 2021, there are more than 2 million podcasts online, and new shows are popping up every day.

Source: Podcast Insights

6. …and over 48 million episodes in total

In addition to there being over 2 million unique podcasts available online, many podcasts include hundreds upon hundreds of episodes. In total, there are around 48 million podcast episodes online.

The most popular podcast of 2021 currently has more than 1500 episodes available. For marketers, this is great news, as due to the length of time that popular podcasts run for, podcasters are well-known for having engaged and loyal listenerships.

Source: Podcast Insights

7. Podcasts are most popular in South Korea

Podcasts are popular worldwide but some countries have adopted them more quickly than others. A survey conducted by Statista found that podcasts are most popular in South Korea. Around 53% of South Koreans reported that they’d listened to a podcast in the last week. The United States was 5th on the list, behind Spain, Ireland, and Sweden.

Podcasts are most popular in South Korea

Source: Statista3

8. Comedy is the most popular podcasting genre

Although podcast listeners love to learn new things from their podcasts, boring and informational shows aren’t the most popular. In fact, comedy takes the top spot as the favorite amongst podcast listeners.

Some of the most popular comedy podcasts in recent years include Office Ladies which features the female actors from the hit show The Office and Morbid: A True Crime Podcast.

Source: Statista4

9. The Joe Rogan Experience was the most popular podcast of 2021

Sticking with the theme of comedy, the most popular podcast of 2021 was comedy podcast The Joe Rogan Experience. The podcast featuring comedian Joe Rogan held the top spot on Apple Podcasts and Spotify for much of the year. It’s estimated that each episode of the podcast reaches around 11 million people.

Source: Edison Research2

Podcasting listenership statistics

For marketers, it’s important to know who’s listening to podcasts, so you have an idea of the potential reach of podcasts ads. Here are some podcasting statistics relating to listener demographics and habits.

10. 48% of monthly podcast listeners are aged 12-34

Like many forms of digital content, podcasts are most popular with younger generations. In fact, 48% of all podcast listeners are aged 12-34. After that, 32% of listeners aged 34-55. Only 20% of podcast listeners are aged over 55. This is great news if you’re looking to market to a younger audience via podcasting.

48% of monthly podcast listeners are aged 12-34

Source: Infinite Dial

11. 45% of podcast listeners have a household income of at least $75,000

When it comes to household income, podcasts listeners are, on the whole, fairly wealthy. According to a study conducted by Edison Research, just under half of the podcast listeners have a household income of $75,000 or more. This is also a good sign for marketers, as listeners with more expendable funds are more likely to be open-minded to advertising.

45% of podcast listeners have a household income of at least $75,000

Source: Edison Research

12. 27% of podcast listeners are college graduates

According to the same study, almost a 3rd of podcast listeners worldwide have a 4-year college degree. 27% of listeners have studied for 4 years at college, and a further 30% have attended grad school or advanced college courses. Only 15% of those surveyed reported that they didn’t have any college education.

27% of podcast listeners are college graduates

Source: Edison Research

13. Over 50% of podcast listeners are male

According to Infinite Dial, podcasts are more popular with men than women – but only slightly. Around 51% of worldwide podcast listeners are male, as opposed to 49% that are female. What this statistic really shows is that podcasting is a great tool for reaching both male and female audiences.

Over 50% of podcast listeners are male

Source: Infinite Dial

14. 63% of podcast listeners are in full-time employment

Another interesting fact about podcast listeners is that almost 65% are in full-time employment. For companies looking to advertise via podcasts, this is a great sign.

People in full-time employment usually have a stable income and expendable cash, which means they’re more likely to buy based on advertisements they hear in podcasts.

63% of podcast listeners are in full-time employment

Source: Edison Research

15. US podcast listeners listen to 6 podcasts per week on average

Interestingly, people that consume podcasts don’t just listen to one or two shows per week.  According to Infinite Dial, the average number of podcasts consumers listen to per week is 6. In fact, 18% of podcast listeners actually listen to more than 6 per week.

US podcast listeners listen to 6 podcasts per week on average

Source: Infinite Dial

16. 77% of podcast listeners click podcasts and listen to them immediately

When it comes to podcasts, people have the option of streaming or downloading them to listen at a later time.

However, most listeners choose to click and listen to podcasts as soon as they see them. 77% of listeners click immediately, whereas the other 23% either manually download for later or subscribe to the podcast and set it to automatically download.

77% of podcast listeners click podcasts and listen to them immediately

Source: Edison Research

17.  Almost ¼ of podcast listeners are subscribed to 6-10 podcasts

Based on research conducted by Edison research, it seems that people like to listen to a variety of podcasts in conjunction. The survey showed that 24% of podcast listeners are subscribed to at least 6 podcasts, and as many as 10. On average, listeners are subscribed to a total of 6 podcasts.

Source: Edison Research

18. 52% of consumers find new podcasts by searching podcast directories

Although there are many ways to advertise a podcast to new listeners, most listeners simply search for new shows using their chosen app or directory.

For example, Apple Podcast users can browse the current trending podcasts, search for podcasts or listen to recommended podcasts related to other shows they’ve listened to. Over half of podcast listeners find new content in this way.

Source: BuzzSpout

Podcasting marketing statistics

You may have heard a lot about how effective podcasting can be as a marketing tool, but how true are the rumors? Well, you’re about to find out. Here are some enlightening podcasting statistics relating to marketing.

19. The podcasting industry generated over $1.3 billion in revenue in 2021

According to statistics published on Statista, revenue generated by podcast ads exceeded $1.3 billion in 2021. This is an increase of around $458 million since 2020. This figure is expected to continue growing in the next few years.

Source: Statista5

20. 81% of podcast listeners say they pay attention to podcast ads

Advertising within podcasts has proven to be a great strategy for marketers. According to statistics published by midroll, over 80% of podcast listeners say that they pay attention to the ads they hear in podcasts.

In comparison, 63% of those surveyed say that they always or sometimes ignore TV commercials. This shows that listeners find podcast ads more engaging than other common forms of advertising.

Source: Midroll

21. 60% of listeners have bought a product based on a podcast ad

Conversion from podcast ads is also quite good too. Despite it not being particularly easy for podcast listeners to click through or complete actions based on podcasting ads, people are still making purchases based on the ads they hear.

According to Midroll, 60% of listeners have bought a product that they heard about when listening to a podcast.

60% of listeners have bought a product based on a podcast ad

Source: Midroll

22. 72% of listeners that have listened to a particular podcast for four years or more have bought something based on an ad

Podcasts that have been running for a long time seem to have the most loyal and engaged audiences. According to Midroll, 72% of people that have listened to a particular podcast for 4 or more years have bought a product based on an ad they heard in that podcast.

72% of listeners that have listened to a particular podcast for four years or more have bought something based on an ad

Source: Midroll

23. 66% of podcast listeners are millennials

When choosing whether or not to use podcasting for marketing purposes, it’s important to consider which demographics you are targeting. The vast majority of podcast listeners are Millennials, so if Millennials fall into your target audience, then podcasting may be the right option for your business.

Source: Midroll

Podcasting growth and trends statistics

Want to learn more about what’s popular in the world of podcasts? Check out these podcasting statistics relating to growth and trends in the industry.

24. 31% of podcasts last between 20 and 40 minutes

Podcasts aren’t something that you can whip up quickly like social media posts or even blog content. Listeners are keen on long-form podcasts, and over 30% of podcasts last between 20-40 minutes. This trend is set to continue with podcasts lasting upwards of 20 minutes becoming the standard.

Source: BuzzSprout

25. The number of live podcasting events has grown by 2000% since 2015

Another popular trend in podcasting is live podcasting. This is when podcasters record in front of a live audience. This is a great way for podcast creators to interact with their audience, and live events can produce a lot of revenue in ticket and merchandise sales. Since 2015, live podcasting has grown tremendously in popularity.

Source: Axios

26. It’s estimated that there will be over 100 million podcast listeners in the US by 2024

Podcasting is growing in popularity, and listening to podcasts is becoming a regular part of people’s daily routines. It’s expected that the popularity of podcasts will continue to grow, and by 2024, there are estimated to be over 100 million podcasts listeners worldwide.

Source: Statista6

Podcasting statistics sources

Final thoughts

So there you have it, just about everything a marketer would need to know about the podcasting industry. Podcasting is an innovative and new way to reach audiences, and as you can see from the statistics in this article, the industry is set to continue to grow and become more valuable.

If you’re interested in learning more about podcasts and marketing, check out some of our other articles on WordPress podcasting plugins and different content types you can use in your marketing.

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