The Black Podcast Listener Report 2.0 from Edison Research with SXM Media and Mindshare USA is a further exploration of the audio habits and preferences of Black podcast listeners. The study finds many listeners who have begun listening to podcasts recently, and who are highly engaged with advertisers.
The study shows a clear and untapped craving for Black stories and perspectives in podcasting
The Black Podcast Listener Report finds that 43% of the Black 18+ population in the U.S. has listened to a podcast in the last month. 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; 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.
