How Frequently Are Listeners Tuning In to Podcasts? - eMarketer

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How Frequently Are Listeners Tuning In to Podcasts?

US podcast ad spending is increasing year over year

June 16, 2016

Most internet users are familiar with podcasts, but have either not listened to them within the past six months or have never listened to them, April 2016 research found. Of those that do listen, 85% tune in at least once a month.

US Internet Users Who Listen to Podcasts, by Frequency, April 2016 (% of respondents)

Wondery and comScore Inc. asked US internet users about their podcast listening habits. Some 40% of respondents said they are familiar with podcasts, but have never listened to them, and 14% of internet users said they have listened to podcasts, but not within the past six months.

Futhermore, 14% of respondents said they were aware of podcasts, but were not familiar with them, and 31% said they were entirely unware of them.

Abandonment Rate of Podcasts Among US Podcast Listeners, by Podcast Length, April 2, 2015-March 30, 2016

Almost one in five internet users surveyed said they have listened to podcasts in the past six months. Of those 21% of respondents who have listened to podcasts recently, one-third said they listen to them more than once a week.

Additionally, 22% of internet users said they listen to podcasts once a week, and 30% said they listen to them one to three times a month.

Separate research from Bridge Ratings looked at the abandoment rates of podcasts among US listeners. A quarter of US podcast listeners abandoned podcasts that ran 45 to 60 minutes, though a lower 15% of respondents abandoned podcasts longer than 1 hour.

US Podcast Ad Spending, 2014-2020 (millions and % change)

Shorter podcasts had significantly lower abandonment rates. For example, just 5% of listeners abandoned podcasts that were less than 5 minutes long.

Overall, US podcast ad spending is increasing year over year. According to Bridge Ratings, US podcast ad spending will reach $167 million in 2016. In 2020, it’s estimated to reach $395 million.

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