Study: Podcasts Boom At Expense of Radio

Podcasts are on the upswing at the apparent expense of radio, judging by a global study by Acast. 

Of those polled in established markets, 46% listen to 6+ hours of podcasts per week, versus 41% who spend that amount of time on radio.  In addition, 44% in established expect to increase their time on podcasts and to devote less time to radio.

According to MediaPost, this is good news for publishers with podcast programs. Of the consumers polled in established markets, 64% are likely to listen to podcast ads, beating TV (59%) and radio (58%). 

And 33% of U.S. listeners have made a purchase because of a podcast ad more than once, while 17% have bought one time. Among daily listeners in emerging markets, 55% have purchased after hearing a podcast ad. 

In the U.S., more than 40% are highly engaged when they listen to podcast content, while only 26% say that about radio.  Moreover, 53% of those listeners are paying for fewer TV streaming services than they did a year ago. 

Also, 56% of the respondents in established markets listen to podcasts while relaxing, versus 45% who tune in while doing chores or cleaning and 42% while driving or commuting. 

“While podcasting is still comparatively new in emerging markets, our research shows just how quickly it’s evolving in these regions and catching up to more established regions,” says Ross Adams, CEO of Acast. “This is especially true in how audiences engage with podcast creators beyond audio, which creates infinite opportunities for brands to reach these highly engaged audiences in every corner of the globe.” 

Acast, itself a podcast producer, surveyed 2,600 weekly podcast listeners throughout established and emerging markets