The podcasting audience has grown to 73 million listeners each month, a 73% increase since 2014, according to Edison Research. In defining those that regularly tune in, Midroll/Stitcher reports that listeners are difficult to reach on other media platforms because they’re more likely to be cord-cutters, choosing ad-free premium video services. In addition, the majority typically ignore ads on TV, radio, out-of-home and the web. But, according to a new report from the podcast provider, they certainly are loyal to their favorite podcasts, with strong engagement.
In its survey of listeners who download and/or subscribe to Midroll/Stitcher podcasts, the company’s “Podcast Listener Demographics Report 2018” surveyed 151,502 listeners from Feb. 2 to Oct. 4, 2017. Hosts of 200+ shows asked their audiences to take an online survey—and their responses exhibit an audience with specific media tastes.
Among results of the Midroll/Stitcher study, 86% of podcast listeners say they subscribe to a premium video service like Netflix, where they are exposed to few or no commercials. Some 61% surveyed say they sometimes or always ignore billboards; 59% ignore radio ads; and 66% ignore digital ads—but 81% say they sometimes or always pay attention to podcast advertising. “Listeners are loyal to their favorite podcasts,” the survey notes.
In addition, 60% of listeners say they have bought something from a podcast ad; and 72% of those who have listened to a podcast for four or more years have made a purchase.
Looking at their profile, 66% of podcast listeners have a Bachelor’s degree or higher; 44% earn more than $75,000; and 66% are 18 to 34 years old, Midroll/Stitcher found in its survey.