Pod Mirror

LATEST Feb 2021 SURVEY BY Nielsen Company (US), LLC

Source: Nielsen Scarborough USA+, Release 1 2010-2019, Adults 18+, Watch, listen or download a podcast in past 30 days

PODCAST
IN 2021

AN AUDIENCE GROWING
IN DIVERSITY IN USA,ARE THE NEW AUDIO
OPPORTUNITY
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THE AUDIO REALM

With budding on-demand lifestyles, it may not sound surprising that podcasts have become the darlings of the audio realm—for consumers, content creators and now, advertisers

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1.7 MILLION
POD TITLES

The wellspring of podcasts has grown into a rising sea, as there were more than 1.7 million titles available for audio-hungry listeners to choose from at the
start of this year

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BRAND CONNECT

The audience has maxed out on visual media but thankfully over last 10 years podcasts have become an extremely appealing advertising platform. With a strong listener engagement, brands are now looking to podcasts as a more personalized way to connect with audiences

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PODCAST HOST

A podcast host drives stronger brand recall punch than more traditional forms
of advertisements. Nielsen’s podcast effectiveness studies have found that host-read ads drive a brand recall rate of 71%, which subsequently creates high levels of consumer interest

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PODCAST MAGNET

The ad dollars being directed toward podcasts continues to rise each year, with the Interactive Advertising Bureau (IAB) forecasting that ad spend will eclipse $1 billion this year.

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DWINDLING COOKIE LOGIC

Some in the industry may argue that advertising with most popular podcasts will be an ideal way to engage audiences . But as we move away from cookies and towards actual people, smart brands will look to engage with the "right consumers" with a well-tailored message, rather than casting a wider net and hoping for prized catch

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TRACKING THE DIVERSITY
OF THE
U.S. PODCAST
AUDIENCE

PART 1

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WHITE vs
NON-WHITE

Growth in podcast listeners in U.S. in 10 years has been dramatic. A similar pattern is seen in audience diversity as well. The US is now seeing non-White podcast audiences growing faster than White audiences

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DIVERSE PODCAST AUDIENCES ARE GROWING FAST

HISPANICS

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DIVERSE PODCAST AUDIENCES ARE GROWING FAST

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DIVERSE PODCAST AUDIENCES ARE GROWING FAST

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DIVERSE PODCAST AUDIENCES IN OTHERS* CATEGORY

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WHITE vs
NON-WHITE

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DIFFERENT PODCAST GENRES APPEAL TO
DIFFERENT DEMOGRAPHIC GROUPS

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WHAT DO WHITES HEAR?

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WHAT DO BLACKs HEAR?

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WHAT DO HISPANICS HEAR?

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WHAT DO ASIANS HEAR?

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OTHER COMMUNITIES HEAR?

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BLACK AND HISPANIC LISTENERS REACT TO RETAIL

ACTIONS TAKEN AS A RESULT OF HEARING AN AD IN A PODCAST
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PODCAST LISTENERSHIP
WITHSTANDS THE EFFECTS
OF COVID-19

The COVID-19 pandemic has altered traditional audio listening habits. When US consumers were forced into lockdown in March of last year, commuting to work decreased and audio consumption dropped.
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WEEKLY LISTENERS

The pandemic has proven the resiliency of podcasts, despite the reduced amount of time that consumers spend in their vehicles. While heavy podcast listenership remains somewhat flat on a year-over-year basis (about 25% of U.S. podcast listeners listen 10 more times per month)
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HOW OFTEN DO YOU LISTEN TO PODCASTS IN A WEEK

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HOW PODCAST LISTENERS REACT TO ADS THEY HEAR

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LIGHT
PODCAST LISTENERS

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HEAVY
PODCAST LISTENERS