Tuesday, August 31, 2021

Insights: Podcast Listener Profile Unveiled

This week's Westwood One blog highlights select key findings from the Westwood One 2021 Audioscape, a report that sources data from Edison Research’s “Share of Ear” study, CUMULUS MEDIA | Westwood One’s annual Podcast Download release, and Nielsen’s Scarborough USA+ studies. 

The findings answer the question – who are podcast listeners?

  • The podcast audience is young, employed, educated, and upscale.
  • At 34, the median age of the podcast audience is 14 years younger than AM/FM radio and much younger than broadcast television network audiences (54).
  • 53% of persons who have listened to an audio podcast in the past 30 days are employed in a white-collar occupation. 39% hold management positions and 55% have a household income of $75,000+, making this group an audience advertisers want to reach.

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