In Q2 2022, the number of 13-34s who listen to a podcast daily has rebounded to 29%, driving the total population estimate of daily podcast listeners up to 16%.
The topline figure for podcasting’s overall share numbers of the ad-supported audio market hides the strength the medium has among some age groups, especially Gen Zs and Millennials. Edison says among adults aged 18 to 34, podcasting gets one of every five minutes (20%) of the time they spend with ad-supported audio sources. And among the broader 18 to 49 age group podcasts have a 16% share
Listeners to ad-supported audio can “pay” for the audio by listening to (sometimes extended) ad breaks. Of course, the best audio experiences ensure that the ad content is entertaining and informative for the listener.