The Podcast Boom: Audience and Content Trends

Marketing Content — Tue., May. 17, 2022

According to research from Nielsen, 56% of daily podcast listeners say they have been listening to podcasts more frequently and 52% say the number of podcasts they listen to has increased in the past two years. Over half (51%) of daily podcast listeners say they started listening in the past two years. Gracenote Audio On-Demand data shows that audiences now have 2 million podcast series and 92 million episodes to choose from, a growth of 163% and 173%, respectively in two years.

Most podcast listeners say they have resumed pre-COVID activities such as shopping for groceries in store, driving, and getting together with friends and family. The research from Nielsen was based on a combination of Nielsen data and third-party data.

The recent findings from Nielsen suggest that podcast listening is increasing, with more content available for audiences to choose from. This is reflected in the pre-COVID activities that daily podcast listeners are resuming. Advertisers should be aware of these trends and capitalize on podcasting as an effective form of marketing.

... continue reading below