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20 Perfect Podcast Statistics

In recent years, podcasting has become an increasingly popular, with over 100 million Americans regularly listening to podcasts. Along with the rise in popularity comes the rise in podcast marketing, with businesses utilizing this platform to reach a wider audience. In this article, we will explore the performance of podcast marketing, including its effectiveness, ROI, and audience engagement.


Effectiveness of Podcast Advertising
  1. According to a study by Westwood One, 61% of podcast listeners have made a purchase based on a podcast ad.

  2. The same study found that 76% of podcast listeners have taken some form of action after hearing a podcast ad.

  3. Nielsen's Podcast Insights Report found that podcast ads are more effective than other forms of digital advertising, with 66% of podcast listeners able to recall a product or brand mentioned in a podcast ad.

  4. Another study by Podcast Insights found that 54% of podcast listeners are more likely to consider buying an advertised product.

  5. The same study found that 45% of podcast listeners visit a sponsor's website after hearing a podcast ad.

ROI of Podcast Advertising
  1. A study by Midroll found that for every dollar spent on podcast advertising, the average return on investment was $3.29.

  2. Another study by Nielsen found that podcast advertising generates 4.4 times better brand recall than display ads.

  3. The same study found that podcast advertising generates 2.4 times better purchase intent than display ads.

  4. According to IAB, podcast advertising revenue is expected to surpass $1 billion by 2021.

  5. Edison Research and Triton Digital found that podcast advertising revenue grew 48% from 2018 to 2019.

Audience Engagement with Podcasts
  1. According to the Infinite Dial report by Edison Research, 80% of podcast listeners listen to all or most of each episode.

  2. The same report found that the average podcast listener subscribes to 6 podcasts and listens to an average of 7 different shows per week.

  3. A study by Podcast Insights found that 80% of podcast listeners listen to an entire episode or most of an episode.

  4. The same study found that 93% of podcast listeners consume podcasts on mobile devices.

  5. Edison Research also found that 54% of podcast listeners are more likely to consider buying an advertised product.

Demographics of Podcast Listeners
  1. According to Podcast Insights, 51% of podcast listeners are male and 49% are female.

  2. The same study found that 45% of podcast listeners have an annual household income of over $75,000.

  3. Edison Research found that the median age of podcast listeners is 34 years old.

  4. According to Nielsen, podcast listeners are 28% more likely to hold a bachelor's or graduate degree than the general population.

  5. The Infinite Dial report found that podcast listening is most popular among the 18-34 age group, with 44% of this group being monthly listeners.


Podcast Marketing Statistics: Summary

The statistics presented above clearly show the effectiveness and engagement of podcast marketing. With a high ROI, high audience engagement, and a demographic that is educated and has high spending power, podcast marketing is a platform that businesses should consider utilizing. As podcasting continues to grow in popularity, it presents a great opportunity for businesses to reach a wider audience and increase their revenue.


For more Podcast benchmarks, statistics and insights please visit our dedicated Content Marketing Benchmarks section.

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