Edison Research’s annual Infinite Dial survey has been charting the rise of podcasting with hard data. This year’s report, released March 10, validated what podcast advertisers and listeners already know about the continuing growth of the medium.
Monthly podcast listenership jumped up 23% this year.
21% of Americans aged 12+, 57 million, have listened to a podcast in the last month. Overall, 36%, or 98 million, have ever listened to a podcast. That’s an increase of 11% over 2015.
To put this in perspective, 20% of American adults use Twitter, and 24% use Instagram, according to the Pew Research Center’s 2015 report on Mobile Messaging and Social Media.
No doubt about it, podcasts are now mainstream.
Age demographics are in the sweet spot as well for sponsors. In the 12 – 24 age group 27% have listened in the last month, and in the 25-54 demo it’s 24%.
Every year, more and more young millennials and the generation coming up behind them are tuning in to podcasts.
Business owners, marketing directors, media planners…now is the time to begin building brand awareness and loyalty with these valuable listeners.
It also means that these age groups likely will be pushing podcast listening up in the years to come.