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Monday, August 28, 2023

Study: Differences Revealed Between Radio, Podcast Listeners


More than half of Americans, 56%, now listen to podcasts, and nearly a quarter listen 5+ hours per week, a new report finds.

YouGov’s new report, The Podheads: Audience Profile & Brand Rankings 2023, details how frequent podcast listeners are younger, more likely to be working full-time, and also consume more on-demand video than the average American.

The report identifies that among US Podheads: 
  • 75% are under the age of 44 (compared to 46% of the general population)
  • 49% work full-time (vs 38% gen pop), and 45% listen to podcasts while commuting to work (vs 22% gen pop)
  • 69% also spend 5+ hours per week streaming video on-demand (vs 48% gen pop)




“While the rapid investment in podcasting from publishers and tech companies seems to have cooled, the longtail impact of those investments have begun to manifest,” said Victor Gras, SVP, Head of Commercial at YouGov America. “Advertisers can’t count on everyone to listen to the ads, but those who do are engaged, interested, and growing in number.”






The Podheads: Audience Profile & Brand Rankings 2023 also identifies the top brands that regular podcast listeners are gravitating toward across Automotive, CPG, Fast Food, FinTech, Insurance, Media, Retail, Video Gaming, and more.

In total, the report identifies 150 brands that US Podheads strongly consider purchasing relative to other Americans, with Amazon Fresh and La Marca over-indexing the most. Energizer, YouTube TV, Ford, Kim Crawford, and Doritos made the biggest strides in the past year among podcast listeners.

YouGov’s report is available for download here.

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