It’s all the marketing rage these days and you’re hearing about it day-in, day-out. Not only is it one of the hottest marketing tools, given its popularity you may also even have been a target of these strategies yourself.
Yep, you guess right! We’re talking about podcasts. As a dropshipping entrepreneur, starting your own podcast to grow your business isn’t something you should overlook as it can bring many clear benefits and advantages to your business.
In this article, we’ll share with you ten powerful podcast statistics you need to know in 2021 that will come in handy when creating a podcast strategy for your dropshipping business.
- What is a Podcast?
- 1. How Many Podcasts Are There?
- 2. Podcast Listener Statistics in the US
- 3. Most Popular Device Used to Listen to Podcasts
- 4. Why People Listen to Podcasts
- 5. Podcast Statistics: Frequency
- 6. Where Podcasts Are Consumed
- 7. Brands Discovery via Podcasts
- 8. US Podcast Ad Revenues
- 9. Podcast Statistics: Time Spent
- 10. Average Number of Podcasts Consumed
- Summary: Podcast Statistics
- Want to Learn More?
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What is a Podcast?
Before diving into podcast statistics, you first need to understand just what podcasts are.
In a nutshell, a podcast is a kind of online audio broadcast. People might listen to a podcast once-off when winding down at home after a hectic day or simply relaxing. Or, as the following podcast statistics will show, it is also popularly consumed while multitasking such as commuting to or from work, doing chores, working out, and so on.
Unlike a video or a blog post, a podcast does away with the visual element. In that way, it’s much easier to consume.
Now that we’ve gotten the basics out of the way, let’s dive straight into the ten most powerful podcast statistics all entrepreneurs must know in 2021!
1. How Many Podcasts Are There?
Perhaps one of the most common and basic questions about podcasts is, “How many podcasts are there?”
So here’s the first of ten podcast statistics. As of January 2020, there are 850,000 active podcasts and more than 30 million podcast episodes (Podcast Insights, 2020). This is pretty startling growth, considering there were just 500,000 active podcasts from just two years ago in February 2018.
These podcast statistics are completely in line with the fact that podcasts are slowly going mainstream. In fact, it’s estimated that 70 percent of the US population is now aware of what a podcast is – up from 64 percent in 2018.
2. Podcast Listener Statistics in the US
Aside from a slight dip in 2013, the number of podcast listeners in the US has pretty much been on the rise for more than a decade.
The most recent survey conducted in 2019 found that more than half (51 percent, to be exact) of consumers above the age of 12 in the US listen to podcasts (Statista, 2019). That’s a massive jump from the 44 percent registered in 2018, which is the biggest increase (in terms of percentage points) from the 13-year period from 2006 to 2019. This is also more than double the number of podcast listeners (22 percent) there was a decade ago in 2009.
Aside from the increase in regular listeners, these podcast listener statistics also show that an increasing number of US public is giving podcasting a shot: 51 percent of the overall US population has tuned into a podcast at least once, a seven percentage point increase from the 44 percent registered in 2018.
3. Most Popular Device Used to Listen to Podcasts
While some people tune in to podcasts on web browsers on their computers, most actually listen to podcasts through mobile apps. This is probably why portable devices are by far the most popular types of device podcast listeners select when tuning in.
As many as 65 percent of listeners in the US use devices such as smartphones and tablets to listen to podcasts (Edison Research, 2019). Computers and laptops, on the other hand, are the go-to choice for just one-quarter of all podcast listeners – which is likely to be the group that listens to podcasts on their web browsers.
With these podcast statistics in mind, you may think you’re ready to launch your podcast strategy. Before you do so, consider your channel. Podcast statistics show that mobile app podcast listeners are more likely to make their way through an entire podcast episode than those tuning in through a web browser.
4. Why People Listen to Podcasts
From a consumer’s point of view, there’s just so much that podcasts can offer. From acquiring new knowledge to feeling inspired, there are plenty of reasons podcast listeners tune in.
On the top of that list is education. Nearly three out every four podcast consumers in the US say they enjoy tuning in to podcasts to learn new things and do so on a monthly basis (Statista, 2019). That aside, podcasts are also a form of entertainment and a source of news and inspiration for listeners.
But even as these podcast statistics explore why people listen to podcasts, it may also be interesting to explore why people don’t. This is especially important if your target audience happens to fall into this category.
Statistics show that 35 percent of people who don’t listen to podcasts (despite being aware of them) say it’s because they don’t know how to locate a podcast. Other top reasons include being unsure of how to listen to a podcast, not knowing where to start amid the plethora of choices, and not really understanding what a podcast is.
5. Podcast Statistics: Frequency
Here’s another one of many podcast statistics to prove its rising popularity: nearly one-third (32 percent) of Americans listen to podcasts at least once a month (Edison Research, 2019).
To put things into perspective, this is not only a six percentage point increase from 26 percent the previous year but also more than double the number of people from just five years prior in 2015.
Despite there being a relatively equal balance of men and women who tune into podcasts (49 percent men and 51 percent women), there are more men than women who listen to podcasts on a monthly basis. More specifically, 36 percent of men listen to podcasts at least once a month compared to 29 percent of women.
6. Where Podcasts Are Consumed
When it comes to the environment, it seems there’s nothing like the comfort of your own home to tune into a podcast. In fact, nine out of every ten podcast listeners in the US say they listen to podcasts at home (Edison Research, 2019).
Podcasts are also being consumed while on the move, with 64 percent, 49 percent, and 37 percent of listeners also choosing to tune in while in a car or truck, walking around, and commuting, respectively.
And podcasts appeal as much to those who enjoy simply soaking in all that podcasts have to offer as those who enjoy multitasking. Seven out of ten podcast listeners say they don’t do anything else when listening to podcasts. Others prefer to multitask, with 59 percent listening to podcasts while doing housework, 52 percent driving, and 50 percent cooking or baking.
7. Brands Discovery via Podcasts
Statistics show that 54 percent of podcast listeners are either somewhat or much more likely to consider buying from a brand after hearing its advertisement on a podcast (eMarketer, 2019).
Though such podcast statistics may spur you to start your own podcast, simply launching a podcast to increase brand awareness isn’t enough. As with all launches, promotion is equally as important.
That said, you may be interested to know that the majority of podcast listeners (43 percent) discover new shows by asking around on social media or an online community. This is followed by consulting people they know who have the same interests and browsing through their podcast app’s directory.
If these podcast statistics still aren’t convincing enough, how’s this: podcast listeners are more likely to follow brands on their social media sites.
8. US Podcast Ad Revenues
Here’s another statistic to highlight the growing podcast market. In 2018, marketers spent $479 million on podcast ads, of which most went to podcasts related to news, comedy, business, education, and entertainment. This number is expected to more than double in three years, with podcast advertising revenues projected to surpass $1 billion annually by 2021 (eMarketer, 2019).
To further put this growth into perspective, that’s a whopping ten times the $105.7 billion spent on podcast ads in 2015.
Given the potential of podcasts and its rising growth, it comes as no surprise, then, that even music streaming service Spotify is jumping in and investing up to half a billion dollars in podcast companies.
9. Podcast Statistics: Time Spent
According to a recent survey, more than eight out of every ten podcast listeners spend more than seven hours per week tuning into podcasts (Discover Pods, 2019). That’s an average of over an hour a day for most listeners, which, for some respondents, is more than the time they spend on social media or watching television!
For around a quarter of podcast listeners, their dedication to podcasts is nearly like a part-time job – 22.4 percent of listeners spend more than 22 hours a week (or more than three hours a day) listening to podcasts.
The time spent on listening to podcasts is also on the rise. About 30 percent of the US online population who has ever tuned into a podcast say they are listening to podcasts more now than they were a year ago.
10. Average Number of Podcasts Consumed
Most podcast listeners in the US certainly don’t have a monogamous relationship with the shows they tune in to. That’s totally understandable too, given how much one can learn from podcasts.
The average weekly podcast listener in the US branches out quite a bit, subscribing to an average of six shows and listening to seven shows in an average week (Edison Research, 2019). More than half listen to at least four different shows a week, and 16 percent tune into just one podcast per week.
That said, one of the main challenges listeners face today is discovering new podcasts. So to really get serious with podcasting for your dropshipping business, you may want to consider going the extra mile by posting new episodes frequently and joining a podcasting community to build up your brand to ensure your podcast gets noticed.
There you go! With these podcast statistics, you’re now fully armed with the most important podcast statistics you’ll need to know to launch your own podcast.
Your next step would be to check out our post on how to start a podcast for more podcast listener statistics plus a comprehensive step-by-step guide on setting up a podcast.
And if you ever need a little push, check back on this post on podcasts statistics for inspiration!
Summary: Podcast Statistics
Here’s a summary of the podcast statistics for 2021:
- There are currently 850,000 active podcasts and over 30 million podcast episodes.
- More than half of all US consumers above the age of 12 listen to podcasts.
- 65 percent of podcast listeners tune in using portable devices such as smartphones and tablets.
- Nearly three out of every four podcast listeners in the US say they tune in to learn new things.
- 32 percent of Americans listen to podcasts on a monthly basis.
- 90 percent of podcast listeners listen to podcasts from the comfort of their own home.
- More than half of listeners are at least somewhat more likely to consider buying from a brand after hearing its advertisement on a podcast.
- Podcast advertising revenues are expected to surpass $1 billion in 2021.
- 82.4 percent of podcast listeners spend more than seven hours a week listening to podcasts.
- The average weekly podcast listener subscribes to an average of six shows and listens to seven shows per week.
Want to Learn More?
- The 45 Best Podcasts to Help You Get Ahead in 2021
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Is there anything else you’d like to know about podcast statistics and wish was included in this article? Let us know in the comments below!