2024年播客听众报告（英文）

The Podcast Consumer 2024

Podcast Listenership and Engagement

• Overall Growth: The number of podcast listeners in the U.S. 12+ population has increased significantly. In 2024, 135 million people have listened to a podcast, representing 91% of the U.S. 12+ population.
• Monthly Listeners: 121 million people (89%) have listened to a podcast in the last month, with 78 million (58%) listening weekly.
• Weekly Listeners: 67% of the U.S. 12+ population has listened to a podcast in the last week, marking a record high.

Listener Demographics

• Generational Reach:

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

• Gender and Diversity:

  • Female Listeners: The percentage of women who are monthly listeners has increased from 43% in 2021 to 45% in 2024, while weekly listenership among women is at 32%.
  • Ethnicity: Black Americans and Latino Americans have high monthly listenership rates of 48% and 43%, respectively.
  • Education and Employment: Monthly podcast listeners are more educated and employed compared to the general population. 49% have a college education, and 52% are employed full-time or part-time.

Listener Behaviors and Preferences

• Time Spent Listening: The average weekly listening time has grown over the years, with the most recent data showing that weekly listeners spend an average of 7.43 hours per week.
• Adaptability: Podcast listeners are receptive to advertisements. 46% of weekly listeners have purchased a product or service after hearing a podcast ad.

Key Audience Characteristics

• Affluence: Monthly podcast listeners are more likely to be more affluent, with 56% having a household income of $75K or more.
• Educational Level: 49% of monthly podcast listeners have a college education.
• Employment: 52% of monthly podcast listeners are employed full-time or part-time.

Conclusion

Podcasts continue to grow in popularity across all demographics, with a significant portion of the U.S. population engaging regularly. The diverse and increasingly female audience makes podcasts a highly coveted advertising platform, with listeners spending considerable time and being receptive to ads. These trends indicate a robust and expanding market for podcast content and advertising.