Westwood One has released the results from its latest podcast study. The network has been conducting what it calls the “Podcast Download” study for the last three years. The study found that more women are tuning in to podcasts, events are becoming bigger and listeners prefer host-read ads. Here are all the details.
The study was created in conjunction with consumer research company MARU/Matchbox. The study of 601 people was done online. They were: Adults over the age of 18, all respondents spent at least one hour listening to podcasts within the past week, respondents were not employed in the advertising, public relations, marketing, market research, radio, television, digital, or podcasting industries.
The surveys were conducted between July 29, 2019 and August 10, 2019.
Here’s what Westwood One concludes from the study:
Growth in time spent with podcasts and the majority of new podcast listeners are women, while “podcast pioneer” listeners are males. For the second consecutive year, podcast listenership is up among women. Compared to July 2017, weekly female podcast listeners are spending 23% more time with podcasts. This growth in time spent is 3X that of total weekly podcast listeners. Weekly female podcast listeners have downloaded 13% more podcasts and they listened to 15% more podcasts compared to July 2017.
Podcast events are a huge growth opportunity for content providers and advertisers: Podcast listeners are willing to travel, intend to go to more events, and open to spending. These podcast event-goers skew male, Millennial 18-34, and are heavy podcast and audio users. One out of five heavy podcast listeners (19%) reported attending a live podcast show. 52% of podcast event-goers are willing to travel over 25 miles to see a live show. Event-goers are willing to spend an average of $42 for tickets.
Podcast listeners prefer host-read ads while pre-produced podcast commercials are increasing. Since 2017, weekly podcast listeners stated they favor host-voiced ads over pre-produced ads. This is particularly true for Millennials 18-34 and women.
You can download the full report HERE
