Weekly Insights 8.24.22 How Podcast Listeners Hit the Advertising “Sweet Spot”

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Podcast listening has now mainstreamed to the point where no matter who is in an advertiser’s target, that audience can be found, as is shown by our annual Infinite Dial® survey sponsored by Wondery and Art19.

But where does podcasting most ‘over-deliver’? When it comes to age, the podcasting audience is strongest right in so many advertisers’ sweet spot: 18-44 year-olds.

The graph below shows the U.S. population for those age 12 and older on the left and the composition of weekly podcast listeners on the right.

Interestingly, among the seven age-breaks represented in the graph, they break out as follows:

Index lower for podcast listening compared to population: 55-64s and 65-and-older

Index at par: 12-17-year-olds and 45-54s

Index higher for podcast listening compared to population: 18-24s, 25-34s, and 35-44s

While the population of those age 12 and over that is between 18 and 44 is 41% of the total, it makes up 58% of all podcast listeners. So not only is podcast advertising effective, if your target is 18-44 year-olds, it is extremely efficient as well.

Also this week, registration is now open for a virtual Multilingual Podcaster Meetup hosted by Elsie Escobar, Director of Community Content and Syndication at Libsyn, on September 15 at 6pm EDT. This is a follow-up to the Latino Podcast Listener Report sponsored by Adonde Media, LWC Studios, Libsyn, PRX, SXM Media. The event will allow time for networking, exploration of findings from the report, and the opportunity to compare ideas and experiences. Click here to register for the Multilingual Podcaster Meetup!