2024年播客听众报告（英）

The Podcast Consumer 2024

Listener Demographics and Engagement

• Total U.S. Population (12+):

  • Ever Listened to a Podcast: 135 million (91% of the population)
  • Listened in the Last Month: 98 million (67% of the population)
  • Listened in the Last Week: 62 million (47% of the population)

• Time Spent Listening:

  • Since 2014, average time spent listening to podcasts has grown significantly.
  • In Q1 2024, podcasts account for 11% of total audio listening time.
  • In 2024, podcasts make up 20% of the time spent listening to audio.

• Generational Reach:

  • Age 12-34: 59% monthly listeners, 43% weekly listeners.
  • Age 35-54: 55% monthly listeners, 41% weekly listeners.
  • Age 55+: 27% monthly listeners, 15% weekly listeners.

• Diverse Audience:

  • Gender: Female listeners are increasingly prominent.
    • Monthly listeners: 45% women, 55% men.
    • Weekly listeners: 32% women, 38% men.
  • Ethnicity:
    • Black Americans: 48% monthly listeners.
    • Latino Americans: 43% monthly listeners.
  • Income:
    • More affluent.
    • Higher education levels.
    • Higher employment rates.
    • Higher household income.

• Engagement:

  • Average weekly listening time:
    • Age 12-34: 7-8 hours.
    • Age 35-54: 7-8 hours.
    • Age 55+: 1-3 hours.

Ad Receptivity

• Ad Response:
  • 46% of weekly podcast listeners have purchased a product or service as a result of hearing an ad on a podcast.

Conclusion

Podcasts continue to grow in popularity across all demographics, with significant engagement and a highly desirable audience for advertisers due to their diverse and affluent listener base.