Podcast listeners have gone from three-quarters white to reflective of US population
A decade in the past, podcast listeners had been virtually three-quarters white. At this time, says a brand new report, the viewers for podcasts is nearly as ethnically numerous because the US inhabitants …


Again in 2008, the podcast viewers was 73% white, regardless of white individuals making up solely 58% of the US inhabitants. However the latest research from Edison exhibits that there’s an virtually excellent match for white, African-American and different ethnicities.

Podcast listening remains to be decrease among the many Hispanic/Latino and Asian teams, although the hole right here has additionally closed considerably over time.

podcast audience

Curiously, regardless of podcasts now being an on a regular basis time period for many, a tremendous 36% of the US inhabitants described itself as unfamiliar with the time period ‘podcasting.’ Round 44% of the inhabitants has ever listened to a podcast, whereas 26% have listened to at least one within the final month.

Unsurprisingly, the extra educated you’re, the extra probably you’re to hearken to podcasts. These with a highschool training or much less are least more likely to pay attention, whereas these with a grad faculty training or superior diploma make up simply 23% of the inhabitants however 36% of podcast listeners.

A lot of the report appears particularly at ladies, who’re rather less probably than males to pay attention. Among the many causes given by ladies for not listening, 31% say they don’t actually know what podcasts are and an extra 7% aren’t certain find out how to pay attention to at least one. Two-thirds of non-listeners report the other downside: there are such a lot of podcasts out there, they don’t know the place to start out.

TNW notes that an earlier report suggests there are round 48M US weekly podcast listeners, and means that making content material out there with broader attraction could also be key to hitting a goal of 100M listeners.

Apple not too long ago noticed its podcast charts manipulated by click farms.

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