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Podcast Statistics: Growth and Demographic Data [July 2021]

Podcasting started in the early 2000s, but the medium experienced dramatic growth in the last decade. It's become a mainstream way for churches, businesses, individuals, and brands to broadcast their content to the world.

Every year, media groups like Statistica and Edison Research run digital media surveys to measure trends, understand listener behavior, and track podcast growth worldwide.

The results of these kinds of surveys help independent podcasters—and the industry as a whole—better understand podcast listeners and use the information to optimize growth.

We update this post every month with the latest podcast statistics to help you make informed decisions about your content and get a pulse on the industry's current status.

How popular are podcasts?

As of April 2021, there are 2,118,515 podcasts (and 48 million episodes) and a few thousand new podcasts added each day. Roughly 64% of these are active podcasts (defined as having published at least one episode in the last 90 days).

In the early 2000s, only 22% of the adult population in the United States was aware of podcasting. 

In 2021, 78% (222 million) of Americans are familiar with the medium—up 3% from 2020—and more than one-third of Americans (104 million) regularly consume podcasts.

Purple background with green pie chart and one third of people highlighted in green

According to Edison Research, 41% (116 million) listened to a podcast in the last month, and 22% listen to podcasts weekly.

Podcasts are popular in part because of the convenience factor; the industry grew alongside the advent of smartphones, smart speakers (Amazon Alexa, Google Home, etc.), and in-dash entertainment systems. 

Now that 88% of Americans own a smartphone, it's never been easier to listen to podcast content in the car or on the go. 

The pandemic also resulted in a rise in smart speaker ownership, which grew by over 22% as more people worked from home.

Even during 2020, a year that upset routines and significantly impacted work commutes, podcasting experienced unprecedented growth, proving its durability as a medium in unusual times.

Who listens to podcasts?

Historically in podcasting, white people made up the majority of listeners.

While podcast consumers are still predominately white, there is more diversity in 2021 showed among Hispanic, Latino, and black listeners, closely mirroring the diversity of the US population

Currently, 57% of U.S. podcast listeners are white, 13% are African American, 16% are Hispanic, 4% are Asian, and 10% identify as other. 

Broken down by country, the United States accounts for 47.4% of podcast listeners, followed by the United Kingdom with 7.4%, and Canada with 5.2% (you can see how other countries rank in the lineup here). 

Along with more diversity, Infinite Dial's 2021 survey also showed a closing of the gender gap in podcasting with 43% men and 39% women

Americans ages 12-34 make up 66% of podcast fans and are 7% more likely to listen in 2021 than last year.

According to a recent study done by the podcast network Midroll, 66% of podcast listeners have a college degree (bachelor's or higher) and an average annual household income of $75,000 or more.

International podcast statistics

While other countries have lower listening stats than the U.S., most countries continue to see numbers rise every year.

As of 2020, 18% of adults in the U.K. listen to podcasts every week, 4% more likely than in 2019.

According to a 2019 Infinite Dial™ survey, 36% of Canadians 18+ listen to podcasts every month—up from 28% in 2018. 

A little over half of Italians between ages 18 and 34 have listened to a podcast in the last year. Interestingly, music programs are the preferred podcast genre on 45% of Italian listeners, second to news programs. 

In Australia, podcast awareness went up 4% in 2020, and 25% of the country listened to a podcast in the last month—an increase of 3%.

According to a study by audio technology blog Voxnest, Podcasting is growing fastest in the following countries:

  • Chile (83.9%)
  • Argentina (55.3%)
  • Peru (49.1%)
  • Mexico (47.8%)
  • China (43.6%)

Where do people listen to podcasts?

Currently, 62% of Americans have listened to audio in a car using their cell phone, and 18% of people ages 18+ own a vehicle with a smart entertainment system, making it simple to fit podcast listening into daily routines.

Not surprisingly then, a 2019 study showed over one-fourth of podcast listeners consume podcast content while driving.

And regardless of where they listen, most people consume podcast content using their smartphones as an audio source and listen to episodes via a podcast app like Apple or Spotify.

As of May 2021, Apple Podcasts is number one in download numbers with 29.3% of podcast users and 23,229,971 downloads. 

To three most popular podcast directories

Spotify is a close second with less than a one percent difference at 23,180,132 podcast downloads—up from 25% in 2020.

Spotify grew its podcasting platform significantly in the last year, accounting for many new podcast listeners.

Coming in third is Google Podcasts, with 2.8% of podcast listeners (primarily android users) and 2,212,385 downloads. 

Other podcasting platforms in order of popularity:

  • Castbox 2.6%
  • Web Browser 2.3%
  • Podcast Addict 1.7%
  • Overcast 1.2%
  • Apple iTunes 1.1%
  • Stitcher 0.9%
  • Pocket Casts 0.9% (view the full list here

Listener behavior & trends

According to a 2018 study by Nielsen, 94% of podcast listeners are active on every social media channel (13% more than the entire population).

Because podcast listeners tend to be a highly engaged audience, it makes sense of that 69% agreed that podcast ads increase their awareness of products, brands, and services.

Podcast listeners are also more likely to follow brands on social media and own a smart speaker (like HomePod mini or Amazon Echo).

Podcast listeners tend to listen to more audio in general. Even light podcast consumers listen a total of 10 hours and 13 minutes of radio each week—an increase of 43 minutes more than the average American. Heavy podcast consumers listen to radio 65 minutes more than most Americans.

On average, podcast listeners consume seven shows per week. And while other mediums tend to fight hard to keep viewership or listenership, podcast listeners tend to be highly engaged and 80% listen to all or most of every podcast episode they start.

The most popular podcast genres and shows

According to a 2020 statistics study, 22% of podcast listeners in the United States prefer comedy as a genre.

News is the second most popular podcast genre followed by true crime, sports, and health/fitness.

Blue bar graph showing most popular podcast genres

Top ten podcasts globally: 

  • Crime Junkie 
  • The Ben Shapiro Show 
  • Dateline NBC 
  • Conan O'Brien Needs a Friend 
  • Freakonomics Radio 
  • The Dan Bongino Show
  • Monday Morning Podcast
  • The Rachel Maddow Show
  • Lore
  • On Purpose with Jay Shetty (view the full list here)

Average podcast episode length and frequency 

Podcasts have no set-in-stone rules, but there are trends that most podcast hosts tend to follow. Below are the ranges measured by Buzzsprout's Global Stats in April 2021.

Duration of podcast episodes:

  • Less than 10 minutes 13%
  • 10 - 20 minutes 14%
  • Over 60 minutes 18%
  • 40 - 60 minutes 23%
  • 20 - 40 minutes 31%

Frequency of published episodes: 

  • 0 - 2 days 7%
  • 3 - 7 days 38%
  • 8 - 14 days 39%
  • 15 - 29 days 15%
  • Over 30 days 1%

Podcast discoverability: how do people find new podcasts?

Podcast listeners have all kinds of ways they find new content, but a few are more common than others.

According to a recent Buzzsprout survey, 52.6% of listeners find new podcasts by searching a podcast directory like Apple Podcasts.

22.1% ask a friend for podcast suggestions, and 14.5% get suggestions from the other podcasts they listen to.

Other options were: 

  • Search Google (5.5%)
  • Follow podcast guests (3.5%)
  • Ask on social media (1.7%)

The results of this survey highlight the importance of two main podcast marketing strategies: quality SEO and word of mouth. 

Podcast advertising trends and performance

Because of podcasting's intimate and niche nature, advertisers can get their products in front of highly engaged audiences.

Simple, host-read ads within podcast episodes are refreshing to listeners who are becoming increasingly deaf to other forms of advertising.

According to Midroll, 60% of podcast listeners have bought something from a podcast ad, a significant amount any way you look at it but even more so due to the rising ineffectiveness of other advertising mediums. 

People tend to be loyal to the podcasts they listen to, so it's no surprise that 72% of listeners who have listened to a podcast for four or more years have purchased a sponsored ad. 

Even if listeners haven't yet bought anything from an ad, 81% say they pay attention to them more than they do to radio, TV commercials, or billboards, and even digital ads on social media.

Podcasting remains a highly effective and lucrative marketing tool for large companies, small brands, and entrepreneurs looking to grow their reach.

The future of podcasting 

Current estimates by industry experts project that listeners in the U.S. could increase from 75.9 million to 100 million listeners in the U.S. by 2024.

Blue bar graph showing podcast growth projections from 2017-2024

Just three years ago in 2018, 44% of Americans had listened to a podcast. In 2021, that number rose to 58% and is projected steadily rise in 2022 as podcast popularity increases and becomes more and more mainstream.

As more podcasters move into the space and create more varied content, we'll likely see not only more listeners, but more diversity, too.

Podcasting has grown steadily in the last decade, and there are no signs of slowing down anytime soon.

Summary

No one knew how COVID would affect listening stats worldwide. While numbers did decline at the start of the pandemic, they came back quickly and continued to climb throughout the rest of the year and into 2021.

The gap between men and women podcast listeners closed more than in previous years, and podcast audiences diversified significantly overall.

Experts project that the medium will become even more mainstream as a tool for entertainment and educational purposes as well as branding, non-profits, and raising awareness on various social issues.

Sources

[1] https://www.buzzsprout.com/global_stats

[2] https://podcastindustryinsights.com/?utm_source=mypodcastreviews&utm_campaign=stats&utm_medium=redirect&ref=MPR

[3] https://chartable.com/charts/chartable

[4] https://www.edisonresearch.com/the-infinite-dial-2020/

[5] https://www.edisonresearch.com/infinite-dial-canada-2019/

[6] http://www.edisonresearch.com/wp-content/uploads/2020/05/The-Infinite-Dial-2020-Australia.pdf

​[7] https://awesome.midroll.com

[8] https://www.nielsen.com/us/en/insights/podcast/

[9] https://www.statista.com/statistics/1123105/statista-amo-podcast-reach-us/
[10] https://podcastindustryinsights.com/apple-podcasts-statistics/

[11] https://www.statista.com/statistics/1088083/podcasts-users-by-age-italy/

[12] https://blog.voxnest.com/top-growing-podcasting-countries-march-2019/

[13] https://www.edisonresearch.com/infinite-dial-2018/

[14] https://www.edisonresearch.com/infinite-dial-2019/

[15] https://www.nielsen.com/us/en/insights/article/2020/podcast-content-is-growing-audio-engagement/

[16] https://www.podcastinsights.com/podcast-statistics/