Nielsen Scarborough’s most recent Podcasting Today report shows the trending growth of podcasting, especially among Hispanic consumers. Over the past five years, the number of total American podcast listeners has spiked by 45%, with 183 million Americans (or 64% of the population aged 12 and above) having listened to a podcast at least once.
The growth in monthly podcast consumption has been particularly significant among Hispanic audiences, with a 95% increase. Asian listening has also risen 76% in the same time.
The report also reveals that time spent on podcast listening has seen a shift, with a decline in lighter (shorter) listening and an increase in heavier (longer) listening. Among adults aged 18-34, heavy podcast listening (10+ hours per week) has surged by two-thirds in the past year.
Another noteworthy trend is the change in the locations where people most often listen to podcasts. Listening while in the car or public transportation has noticeably increased across all age groups. For those aged 18-34 and 35-49, in-transit listening is now the most popular option.
