2020 Podcasting Statistics

Podcasting is booming yet many corporations haven't recognized the benefits. In fact, less than 20% of businesses are utilizing podcasts in their marketing. Compare that with the fact that 68% of the Top 25 of Fortune 500 companies have a podcast and you can see that industry leaders recognize their value.

The latest statistics show that the tremendous growth podcasting has experienced in the past decade shows no signs of slowing and now is the perfect time to test this new media strategy.

Edison Research

Edison produces an annual study that includes the following info, this research is conducted in collaboration with NPR and Triton Digital.

  • Demographics
  • Podcast Consumption
  • Device Usage
  • Social Media Behaviors
  • Smart Speakers and Podcasting
  • The updated Share of Ear® for podcasting

Findings of this report include the following:

  • Podcasting is growing: monthly listeners grew from 24% of Americans 12+ to 26% year over  year.
  • Podcast listeners are more likely to own a smart speaker.
  • Listening in vehicles is growing.
  • Podcasting’s Share of Ear has doubled in four years.
  • Podcasts are the number one audio source by time of consumption among podcast listeners

Check out their findings here:


Interactive Advertising Bureau and PriceWaterhouseCoopers Podcast Study

Significant findings included:

  • US podcast advertising revenue is expected to grow more than 110% by 2020, to $659.0 million.
  • Reported revenues by surveyed companies increased 275% from 2015, the first year surveyed, to 2017.
  • Host-read ads were cited as the preferred ad type, representing more than two-thirds of ads in 2017.
  • Direct response ads transacted on a cost per thousand basis made up the majority of campaigns, followed by brand awareness ads (29%).
  • Ads integrated or edited into programming accounted for 58 percent of the podcast ad inventory in 2017.
  • A spending analysis by ad category included in the report found that financial services took the top spot with an 18 percent share, followed by direct-to-consumer retailers, which accounted for 16 percent, and arts and entertainment, at 13 percent.

Check out their research here:


Content Marketing Institute

CMI released new insights into B2B marketers podcast usage and when the customer is most impacted by different mediums. 

Check out their research here:


Bridge Ratings

Bridge ratings comes in with a study focusing on why people don't listen to podcasts, ad spend, reasons to like podcasts, and an update on their research podcast's potential.

Read more at : http://www.bridgeratings.com/2017-podcastings-breakthrough-year

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