A new Podchaser study sheds light on how business executives allocate their precious time between podcasts and major news websites. Let’s dive into the findings:
Podcast Engagement: Senior executives are actively engaging with podcasts, dedicating an average of 37 minutes to listening. These podcasts are popular within their circles and cover diverse topics. Notable titles include The Prof G Pod, Pivot, This Week in Startups, Homing In, and Fore Play.
News Websites: In contrast, executives spend significantly less time on major news websites. For instance:
- Bloomberg.com: Less than two minutes per viewing session.
- CNBC: Less than three minutes.
- Wall Street Journal: Less than three minutes.
- CNN.com: Approximately three and a half minutes.
Podcast Reach: The total monthly reach of podcasts popular among senior executives is nearly 28.7 million. These podcasts predominantly attract young males, with 84% male listenership and 94% falling within the Millennial age bracket.
Popular Genres: The most popular podcast genre among executives is Business, accounting for 27% of their listening time. Technology (14%) and News (12%) follow closely.
Guest-Driven Format: Nearly 80% of podcasts favored by the C-suite crowd frequently feature guests. This format enhances engagement and provides valuable insights.
Beyond Work: Executives also explore genres like Health & Fitness and Society & Culture, each with a 7% share of listening. These genres offer creative opportunities for brand advertisers.
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