Study: Podcast Listeners Skew Millennial, Use Lots of Social Media
A new report highlights a few potentially surprising trends
If you’re looking to reach a young, social media-savvy audience in 2019, you might want to boost your podcast game.
A new study presented at the National Association of Broadcasters’ NAB Show this week highlights that Millennials ages 25 to 34 represent the largest age group for podcasts, at 33.8 percent, with older Millennials and Generation Xers ages 35 to 44 not far behind at 20.1 percent. The study finds that podcast audiences skew slightly male, with a 52-48 split.
Podcasts encourage deep engagement: According to the study, the average listener keeps a podcast on for 50 minutes, with around 56 percent of respondents listening for a half-hour or longer. And listeners tend to keep an average of 3.3 podcasts in their subscription lists—though the amount of listening varies greatly, with 16.8 percent of respondents not subscribing to any podcasts at all.
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