Who is the Corporate Podcast Consumer?
Who is the Corporate Podcast Consumer?
Podcast listenership has exploded in the past year as both supply and demand for podcasts has increased. Podcasts are easily consumable while multitasking, making them increasingly popular among a busy and ambitious workforce.
If you’re launching or interested in launching a corporate podcast, understanding who your potential audience is fundamental to driving your strategic podcast development. You need to know what the landscape looks like, as well as how you can tap into it with messages that resonate.
While your audience will be specific to your niche, and you will (through effective marketing of your show) attract new listeners who may not have listened to podcasts before, we can help you get an idea of who is already out there. We’ve pulled the following stats to make this brief snapshot of the corporate podcast consumer.
Podcast listeners are broad in age range.
Age of monthly podcast listeners:
12-34: 48%
35-54: 32%
55+: 20%
Podcast listenership is increasingly diversifying.
Sex of monthly podcast listeners:
Men: 51%
Women: 49%
Ethnicity of monthly podcast listeners:
White: 63% (decrease from 66% in 2019)
African-American: 11%
Hispanic: 11%
Asian: 5%
Other: 9%
Many podcast listeners are formally educated.
27% of US podcast listeners have a 4-year college degree, compared to 19% of the U.S. population.
Many people listen to business podcasts.
There are avid fans of business podcasts in 13 million households.
52 million people listen to business podcasts weekly.
Corporate podcast listeners are typically wealthy.
The average annual income of a podcast listener is: $82,641
The average income of a business podcast listener is: $91,699
The average income of a technology podcast listener is: $95,852
Many business owners are podcast listeners.
Podcast listeners by business size:
Small to midsize business owners: 39%
Business owners with 100-150 employees: 72%
Most listeners consume podcasts on their phones and tablets, at home.
Podcast listener devices:
Portable device like a tablet or a smartphone: 65%
Desktop: 25%
Smart speaker like Amazon Echo and Google Nest: 10%
Podcast listener locations:
At home: 90%
In the car: 64%
Walking: 49%
Commuting to work: 37%
Podcast consumers are more active on social media.
94% of podcast consumers are active on at least one social media platform, compared to 81% of the U.S. population.
Want help with your corporate podcasting strategy? Get in touch with us here.