According to Triton Digital's third annual U.S. Podcast Report for 2024, monthly podcast listeners have seen a 23% increase over the last three years and a nearly 10% rise over the past year. The report delves into listening habits, demographic data of the audience, and highlights from the Triton U.S. Podcast Ranker.
In 2024, 44% of the U.S. population listened to podcasts in the last month. This group tends to be younger, more educated, wealthier, and more diverse than those who do not listen to podcasts, as per the demographic data collected.
Triton Digital emphasized in a press release that podcasting is an effective medium for storytelling, discussions, news, and entertainment. YouTube was the most popular platform for listening, holding a 33% share of the podcast audience in 2024, marking its peak popularity.
The most popular podcast genres in 2024 included news (25% of downloads), true crime (19%), and comedy (13%). Notably, 67% of true crime listeners were female.
The leading sales networks in 2024 were the iHeart Audience Network in first place, followed by the SiriusXM Podcast Network, and NPR in third. "NPR News Now" topped the podcast charts for the year.
Daryl Battaglia, Triton's SVP of Measurement, Products and Strategy, highlighted that the growing listener base and their increased time spent listening are particularly boosting genres like true crime, kids & family, and history, which in turn offer new avenues for programmatic advertising.
The findings are based on a survey of 12,000 monthly podcast listeners in the U.S., conducted with Signal Hill Insights.
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