Podcasts: A Small but Significant Audience

Four people sitting in chairs enjoying listening to a podcast on headphones

This article discusses the audiences of traditional radio compared to podcast audiences. Although the number of podcast listeners is on the rise, over 90% of the adult population continue to listen to traditional radio. Ad spend continues to be much higher on traditional radio compared to podcasts; however it is expected that by 2020 ad revenues on podcasts will increase by 110%. Additionally, advertisers are increasing their spend on podcast marketing. Podcasts offer the ability to have highly relevant ads to the user, as many podcast ads are read by the podcast host. Additionally, podcasts offer a highly engaged subscription audience.

Publication: 
Emarketer
Author: 
Blake Droesch
Document Type: 
Research
Paywall: 
$

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