Nielsen: Podcasts Make Up 19% of Ad-Supported Audio Listening
Nielsen releases its latest Podcasting Today report that reveals a number of things including that podcasts represent about one-fifth (19%) of daily ad-supported audio listening time – second only to radio in the
U.S. Other takeaways include: Listeners aged 18-34 spend 32% of their daily ad-supported audio time with podcasts; and podcasts consistently drive top funnel advertising impact. Nielsen says its Podcast Brand Impact Database draws on nearly 2,000 case studies and shows that podcast ads continue to drive strong brand awareness, motivate listeners to learn more, and purchase products. See the full report here.
across all demographics, while heavy listening (listening more than 8 hours per week) increased year-over-year. Also from the study: 1) The number of Americans listening to podcasts has increased by 45% in the last five years, and more than doubled in the past decade; 2) the jump in listening while in the car (or on public transportation) is noticeable across all age groups. It is now the most popular location to listen to podcasts among consumers 18-34 and 35-49.