Podcast Statistics (2019) – [Infographic]

Right now, there are more than 700,000 active podcasts and more than 29 million podcast episodes. According to Apple at WWDC 2018, these numbers stood at 550,000 and 18.5 million respectively. So, the figures are increasing rapidly!

Based on numerous recent studies conducted by companies like Nielsen and Edison, we've put together the most comprehensive and up-to-date post on podcast statistics, breaking down the key findings in an easily digestible manner.

We've also designed a custom-illustrated infographic highlighting the most impactful podcasting stats and facts. Feel free to share it or post it on your site if you find it useful!

Embed Code for this Infographic for Posting it on Your Site:

We keep this post updated with new stats as and when they become available.
Last updated in: September, 2019

17 Impactful Podcast Statistics from the Infographic

Here are arguably the most interesting stats about podcasts from the infographic:

70% of Americans are Familiar with 'Podcasting'

As high as 70% of the US population are 'familiar' with the 'podcasting' term. That's roughly 329 million people.

165 Million People in the US Have Listened to a Podcast

51% of the US population (approx. 165 million people) have listened to a podcast.

32% Americans are Monthly Podcast Listeners 

32% (approx. 150 million people) listen to podcasts at least once a month (though many listen to one podcast or another much more frequently than that).

22% American People Listen to Podcasts Weekly

22% of Americans (approx. 103 million people) are weekly podcast listeners (i.e. listen to podcasts at least once a week).

Podcasting Spans Over 100 Languages Worldwide

Podcasting as a whole has been growing rapidly, and as a media format, it now spans over 100 different languages across the world.

Young People (18-44 Yrs) Make Up 67% of the Podcast Audience

Podcasting is way more popular among young people, with 67% of the total podcasting audience being between 18 to 44 years old.

Podcasts Attract Wealthier & Educated People More

It also attracts the educated and relatively wealthier sections of the society more. In fact, it's 45% more likely for a podcast listener to have a college degree, and 68% more likely to have a post-graduate degree. They are also much more likely to be HNIs (high net-worth individuals), with them having a 45% more likelihood of having a net household income of over $250,000, which is a quarter million dollars, annually!

Podcasting Audience is Amazingly Gender Balanced!

When it comes to gender balance, the podcasting audience is well balanced at the moment, with men leaning every so slightly on the heavier side of the scale (52% vs. 48% for women).

Smartphones are Most Popular for Consuming Podcasts

Smartphones are the #1 platform for podcast consumption. Given how popular iTunes' podcasts (now known as Apple Podcasts) are, and given the fact that there's a consistent decline in PC and tablet usage due to the rise of smartphones, it's hardly a surprise that smartphones are occupying the number one spot here.

'Society & Culture' is the Most Popular Podcast Genre

'Society & Culture' tends to be the most popular podcasting genre, followed closely by Business, Comedy, News & Politics, and Health.

The Average Listener Listens to 7 Different Shows Per Week

The average podcast listener listens to 7 different shows in an average week, and subscribes to 6 different shows.

Most People Listen to Podcasts at Home

Most people prefer to listen to podcasts at home (49%), while 22% said they also listen while driving. 11% listen while at work and only 4% listen while onboard a public transport vehicle.

80% of Listeners Listen to (Almost) the Entire Episode

When it comes to engagement, 80% of podcast listeners listen to an entire podcast episode or at least most of it. This is one of the best engagement rates, if not the best, among any consumption medium.

Weekly Listeners Spend 6 hrs 37 mins Per Week on Average

Weekly podcast listeners spend an average of 6 hours and 37 minutes listening to podcasts per week.

Regular Podcast Listeners are Less Exposed to TV Ads

Regular podcast listeners are also less exposed to TV advertising, and they're far more likely to be subscribers of online video streaming platforms like Netflix and Amazon Prime.

Podcast Ad Revenue Growth is 1,000% in 5 Years!

Podcast ad revenue grew exponentially from 2015 ($69 million) to 2018 ($402 million), with the growth forecast predicting a revenue of $659 million in 2020. That's roughly a jaw-dropping growth of 1,000% in just 5 years!

Podcast Listeners are More Active on Social Media

Compared to the general U.S. population, podcast listeners are more active on social media, with 94% being active on at least one social media platform, vs. 81% for the entire population. They are also much more likely to follow their favorite brands on social media.

And here are the rest of the talking points from the infographic above:

  • Out of all podcast listeners who listen to podcasts on their smartphones, 54% are on Apple's iOS ecosystem (i.e. they are iPhone users), and 43% are Android users.
  • 19% listeners prefer to speed up the audio while listening to podcast episodes. This indicates that the majority of podcast consumers don't prefer to listen faster.
  • Podcast audiences are also more likely to own smart speakers like Google Home and Amazon Alexa / Echo, which is an extremely rapidly growing market.
  • 69% of the respondents agreed that podcast ads made them aware of new products and services.
  • Podcast ads lift the purchase intent for a variety of advertisers across a wide range of niches:
    Society & Culture: 9.2% lift
    News & Politics: 12.8% lift
    Comedy: 7.3% lift
    Sports: 9.3% lift
    Business: 14% lift
  • Podcast ads that were integrated or edited into podcast episodes accounted for 58% of the total number of ads.

Data Sources:

  • Edison Research (bit.ly/edison-infinite-dial)
  • Nielsen (bit.ly/nielsen-podcasting)
  • IAB (bit.ly/iab-podcasting)
  • PwC (bit.ly/pwc-podcasting)
  • Pacific Content (bit.ly/pacific-content)

Now, let's take a look at a few more podcast stats that didn't make it through to the infographic.

  • Smartphones are driving podcast consumption by demonstrating an 157% increase in usage for podcast consumption since 2014, compared to marginal increases in case of PCs, tablets, and laptops.
  • 35% podcast consumers listen to an entire episode, 45% listen to most of an episode, and only 12% listen to less than half of a podcast episode.
  • Podcast listeners spend an average of 6 hours and 37 minutes listening to podcasts every week. 16% listen to less than one hour of podcasts, and 25% listen between 1 to 3 hours of podcast content every week.
  • Podcast listeners' share of time spent listening to audio sources: 33% podcasts, 25% FM/AM radio, 15% owned music, 14% streamed music/audio, 5% TV music channels, and 8% others.
  • 77% of podcast consumers prefer to click on a podcast and listen immediately. 41% of them prefer to download podcast episodes manually and listen later. 27% of them prefer to subscribe to a podcast to download automatically to listen later.
  • 65% of monthly podcast listeners have been listening to podcasts for less than 3 years.
  • At 64%, right now more people know what a podcast is than knowing who the vice-president is (40%).
  • From 2017 to 2018, podcast listening growth jumped 14% among women while the growth remained almost flat for men.
  • Podcast listeners listen to an average of 7 shows per week, which is up 40% since 2017.
  • There are currently more than two million podcasts currently indexed on Google.
  • Podcast ad revenue is expected to reach $1.6 billion by 2022.
  • 61.2% of podcast listeners spend more time every week listening to podcasts than they do watching TV.
  • When it comes to podcast listening platforms, 52% people use Apple Podcasts, 19% Spotify, 4.6% Stitcher, and 21% use other platforms.

Found this interesting? Why not help it reach more people who might also find it interesting? Feel free to share the infographic or link to this post.

More on Podcasting

  • The term 'podcasting' is thought to be an amalgamation of 'iPod' and 'broadcasting'. It was first suggested by Ben Hammersley, a BBC journalist. Some people prefer using the 'backronym' POD for 'portable on demand', to remove the brand-dependency of the term when it was originally coined. 
  • Podcasting is basically the form of recording and making audio-based 'episodes' available over the internet. These days, most podcasts can be both streamed online and downloaded for listening to it later.
  • Unlike what its name suggests (the 'pod' part), podcasts can actually be played across almost any internet-enabled device like smartphones, tablets, laptops, and even desktop computers.
  • There are tons of podcast platforms and podcast players, and many of them allow listeners to tweak various things like changing the speed of the podcast episode, for example.
  • Podcasts are usually monetized by selling 'ad time' (roughly equivalent to the 'ad space' of print and digital media) to advertisers who are willing to get their brands and messages in front of a highly targeted and engaged podcast audience. Though mostly placed discreetly, some ads are integrated into the episode itself, so that they come off as more relevant.
  • Podcast audiences are usually extremely engaged, and according to Panoply, those who do get a chance to 'skip' an ad at the beginning or in the middle of a podcast, generally resume listening to the episode right after they skip the ad. The 'drop off' percentage, so to speak, is very very low compared to other digital mediums offering 'ad skipping', like online videos on platforms like YouTube, for example.
  • A 'podcast novel' is a literary format that bridges the gap between podcasts and audiobooks.
  • There's a less popular video-driven form of podcasting, known as 'vodcasts'. It's fundamentally the same concept, but utilizes video instead of being audio-only.
  • These days, smartphones are by far the #1 platform for consuming podcasts, owing to their portability, and the small form-factor not affecting the quality of media consumption, as podcasting is mostly an audio-only format.
  • Just like what happened with blog posts and then infographics in the past, podcasts are quickly becoming a viable alternative channel for content marketing enthusiasts. Very popular brands and identities in marketing and entrepreneurship space like Tim Ferris (author of The Four-Hour Workweek) and Copyblogger (one of the most reputable blogs on copywriting and blogging) have all recently embraced podcasts as a worthy channel for their content marketing efforts.
  • It actually doesn't cost much (if any) money to start a podcast, if you don't have an extremely high ceiling of satisfaction. You can literally get started with either the default mic of your smartphone, external lapel mics, or a pair of affordable mic-equipped headphones and start uploading your episodes on a free service like SoundCloud.
  • The fact that listening to podcasts mostly doesn't involve 'screen time' is very comforting to some people. It also helps people who have a difficulty in staring at a screen when they're moving in some sort of a transport vehicle.
  • Michael Wolf, who is the chief analyst of NextMarket Insights (and a notable podcaster himself), has suggested that podcasting is a much less 'crowded' space in comparison to blogging, and it also comes with a far more 'engaged' audience compared to blog post readers.
  • Podcasts offer an opportunity to multi-task while you're listening to your favorite episode. You can listen to them while driving, biking or doing just about anything, a major portion of which is accomplished by your reflexes.
  • For established brands that have explored traditional forms of content marketing for a while, podcasting allows them to reach new audiences, while facing significantly lesser competition to reach them.
  • Podcasting can either be a one-man-show, or you can have one or more co-hosts with you. Or, you can also invite guests for your episodes. These days, it's very popular to bring knowledgeable guests from relevant fields on your show. Your audience gets some fresh insights this way, while they get the chance to reach a new audience.
  • If you're doing an episode with someone who's not physically present next to you, you can easily do it via something as simple as a Skype call, then record the call, and publish it after editing. For clearer audio, it's recommended to record on both the devices and stitching the recordings together in post-production for resulting in a hiccup-free audio.
  • Transcription allows you to convert your podcast audio into text, which you can publish as a blog post along with show notes for a particular podcast episode. What this does is that it results in bonus content, and a LOT of content in comparison to regular blog posts, as podcast episodes tend to cover a lot more stuff in comparison within a relatively short time. This is a tactic that's employed by many smart content marketers these days. You're essentially generating two pieces of content (as the textual content isn't duplicate per se to search engines like Google) while putting in the effort of producing just one.
  • Because podcast listeners are very tech-savvy in comparison with the general population, targeting them via ads is relatively less costly, as you don't need to spend on non-targeted mediums of advertising like TV ads, which they're less prone to.
  • According to a blog post by Buffer, the best schedule for publishing podcast episodes is once per week. It ensures a balance between total reach and engagement. They also mention Tuesday as the most favorable day to publish your podcast episode, with the same two goals in mind.
  • If you're ready to invest a little bit up front to ensure a better recording quality, the first thing you should invest on is a quality condenser mic that has USB output. The 'Blue Yeti' microphone is probably the most popular USB mic to have ever existed, and it does a pretty good job for recording podcast audio. You can also add a few other bells and whistles if you really want to - like a pop filter and a pair of monitoring headphones.
  • For recording multiple people who are present at the same location with a single mic, dynamic mics are a better option than condenser mics.
  • As a beginner, if you want to edit your recorded podcast episodes, something simple and free like Garageband (Mac) or Audacity (Windows) will suffice. If you want a premium solution later, you can opt for something like Adobe Audition.
Gavin Whitner
    Gavin Whitner
     

    A guitar player, songwriter, composer, and also the lead editor of MusicOomph, Gavin is one of the four musician friends behind this site. Outside of music, he's an avid sports fan and hardly misses anything from football (soccer) to F1.

    Click Here to Leave a Comment Below 27 comments
    Avatar
    Ryan - August 23, 2018

    Hey Gavin! This is a great graphic. Thanks for putting it out into the world. I saw it over on Reddit and was wondering if you would be open to me incorporating it into a rather large blog post I have on podcasting?

    Reply
      Gavin Whitner
      Gavin Whitner - August 23, 2018

      Hey Ryan,

      Thank you so much for your kind words.

      Feel free to use it. You can find the embed code right below the infographic.

      Reply
      Avatar
      Chad - August 28, 2019

      Notebook opened. Taking notes. Thanks for the valuable post. I wish more people would talk about this subject as in depth as you.

      Reply
    Avatar
    Lisa Ciancarelli - September 17, 2018

    Hi Ryan – nice work on the infographic! Lots of really compelling insights on podcasts, and I really liked the bonus stats at the end. Well done! All the Best, Lisa

    Reply
      Gavin Whitner
      Gavin Whitner - September 17, 2018

      Thanks! Glad you liked it, Lisa.

      Reply
    Avatar
    Dean - January 12, 2019

    Hi,

    Thanks for putting the info together, its a really insightful article. I didn’t even know some of the things myself. Is it okay to use on my website? I will include a link back to you.

    Thanks
    Dean

    Reply
      Gavin Whitner
      Gavin Whitner - January 12, 2019

      Sure, Dean. Feel free to. 🙂

      Reply
    Avatar
    Ann Jacob - February 20, 2019

    Great graphic! What is the source for the ad revenue numbers?

    Reply
      Gavin Whitner
      Gavin Whitner - March 4, 2019

      Hi Ann, glad you like it! And, it’s IAB: (bit.ly/iab-podcasting)

      Reply
    Avatar
    Kristen - April 5, 2019

    Gavin – AWESOME graphic!!! Seriously, so informative and helpful. I’m in production of a new podcast, MADE To Be, featuring extraordinary women in business. Will share this infographic on a post about podcasting soon. Thank you!

    Reply
      Gavin Whitner
      Gavin Whitner - April 6, 2019

      Thanks a lot, Kristen.

      Reply
    Avatar
    drew - May 1, 2019

    Gavin,

    The graphic states 80% listen to an entire episode, but then you scroll to the bottom where you listed 35% listen to an entire episode. Which is it?

    Reply
      Gavin Whitner
      Gavin Whitner - May 1, 2019

      Hi Drew,

      80% who listen to ‘the entire or almost the entire episode’ = 35% who listen to the entire episode + 45% others who listen to almost the entire episode

      Reply
    Avatar
    Andy - June 12, 2019

    I’ve spent so long trying to find listening figures for various podcasts
    Why can’t I find a chart for this?

    How many people listen to The Top Flight Time Machine Podcast
    Or the Peter Crouch podcast

    Where are these figures found?

    Thanks

    Andy

    Reply
    Avatar
    Dana - June 20, 2019

    The embed code isn’t working for me:(

    Reply
      Gavin Whitner
      Gavin Whitner - June 20, 2019

      Thanks a lot, Dana. Just fixed it! Could you please try again?

      Reply
    Avatar
    Danica - July 17, 2019

    Great info! I’d love to include the graphic on my website but the embed code isn’t working for me. Does it by chance need to be updated?

    Reply
      Gavin Whitner
      Gavin Whitner - July 18, 2019

      It should be working fine. What’s the exact error you’re facing?

      Reply
    Avatar
    Vipul Jain - July 29, 2019

    Amazing and insightful infographic Gavin.
    And it’s very big of you to allow it for public use.
    I hope you don’t mind me using this on our blog, with proper credits 🙂

    Reply
    Avatar
    Tanya Jones - August 14, 2019

    Hello Gavin,

    I’m doing a Podcast Fellowship online course with Seth Godin, he’s linked your page in today’s lesson. Super helpful, and obviously geared towards U.S. students.

    I’m a London based interior designer, any thoughts on where I might find stats for UK podcasts, please?

    Thanks Tanya

    Reply
      Gavin Whitner
      Gavin Whitner - August 14, 2019

      Hi Tanya, first of all, thanks!

      A quick Google search on ‘UK podcast stats’ yielded multiple decent articles on the topic from sites like Backtracks.fm and others. You may want to take a look into those.

      Reply
    Avatar
    Anna Marie Jaworski - August 22, 2019

    Great article! I’ve been podcasting for the last 5 years and I enjoy reading about how popular podcasting is becoming. I was looking for stats on how many plays and downloads the average podcast has. Do you happen to have this information?

    Reply
      Gavin Whitner
      Gavin Whitner - August 22, 2019

      Thanks Anna! I unfortunately don’t. The numbers of plays and downloads vary wildly from podcast to podcast and sometimes even episode to episode, so it’s very hard to come up with ‘stable’ average figures.

      Reply
    Avatar
    Michael Shirrefs - August 26, 2019

    Thanks for all this work Gavin. There’s an extraordinary amount of detail in there. I am wondering though, is there any data that looks back at podcasting sources? I’m really keen to know see a breakdown of who’s creating/publishing the content. How much of the output comes from traditional media creators? How much from traditionally non-media companies? How much from dedicated, independent podcast companies? How much from individuals? And, of the traditional media sources, how much comes from more public-broadcasting, non-commercial organisations vs commercial broadcasters?

    Reply
      Gavin Whitner
      Gavin Whitner - August 26, 2019

      Thanks Michael! I don’t think there’s a breakdown of that available anywhere, though.

      Reply
    Avatar
    Bryan Knous - September 6, 2019

    Hey!

    I am a college student using this infographic and sources for a presentation. Can you point me to the links or sources that you found this information from? I tried the ones provided with the bit.ly/ stuff but I couldn’t find the sources that way.

    Thanks,
    Bryan

    Reply
      Gavin Whitner
      Gavin Whitner - September 6, 2019

      Hi Bryan, the bit.ly links seem to be working fine on my end. Alternatively, you can Google the names of the studies (for example: Edison Infinite Dial 2019) to locate them.

      Reply

    Leave a Reply: