2024年《True Crime》播客消费者分析报告：当前消费趋势及未来前景

Study Methodology •3,148 total online interviews•U.S. Persons 13+•Conducted 5/10/2024–5/31/2024•Data weighted to match the U.S. population gender, age, andethnicity•24 in-depth interviews with True Crime consumers•Podcasts listeners•Podcast non-listeners How does True Crimeaffect podcasting? Podcasting Listening %E V E R L I S T E N E D T O A P O D C A S TT o t a lU . S .P o p u l a t i o n 1 2 + Podcast Primary Genre Ranker US: Q2 2024Genreswith the largest weekly audience Podcast Binge ListeningU.S. Weekly Podcast Listeners 13+ Top 10 Podcasts in the US:Q22024Shows with the largest weekly audience Growth Opportunities U.S. True CrimeConsumption of the U.S. population 13+are True Crime Consumers* (estimated 230 million Americans) Topics of interest to True Crime ConsumersCurrentTrue Crime Consumers Sources used to consume True Crime inthe lastyearCurrentTrue Crime Consumers millionAmericans(17% of U.S. Population 13+) Five topics that would get True Crime consumers wholisten to podcasts but not for True Crime to listen Stories from your local region:45% High Profile Cases:43% Psychology behind criminal events:38% Perspectives of the victims:36% Investigative Reporting:36% (42% of U.S. Population 13+) ReasonswhyTrue Crime Podcast Listenersare interested in True Crime Current True Crime Consumers who have ever listened to True Crime Podcasts Suspense and Mystery 50% 50% Like solving mysteries Like the suspense and thrill ReasonswhyTrue Crime Podcast Listenersare interested in True Crime Current True Crime Consumers who have ever listened to True Crime Podcasts Education 49% 48% 37% You like the psychologybehind criminal events You want to learnhow to be safe You like the forensic sciencebehind criminal events ReasonswhyTrue Crime Podcast Listenersare interested in True Crime Current True Crime Consumers who have ever listened to True Crime Podcasts Advocacy 47%Can help unsolved cases 46% 44% Helps deliver justice Shares victims’ stories How is Podcastingaffecting True Crime? After learning about a True Crimecase or story, have you ever….? True Crime Consumers Compared with True Crime Consumers whodon’tlistento podcasts,listeners to True Crime Podcastsare… 3.3xmorelikely more likely To sign a petition relatedtoacause froma case To provide a tip or other informationto help solveacase 1.8xmore likely To share a case with othersto promote awareness Crime Junkie ListenersHelp Solve a Case InMay 2021, Crime Junkie covered the 1981 murder ofFather Patrick Ryan and the subsequent conviction ofJamesReyos.FortyyearsafterJames’ arrest, officialsdiscovered that therewasuntested evidence thathadbeen sittingidle, whichproved James was innocent andwas only uncovered because two Crime Junkieslistening totheepisodedecided to make a little noise. Compared with True Crime Consumers whodon’tlistento podcasts,listeners to True Crime Podcastsare… 3.3xmorelikelyTo donatemoney directly tovictims and their loved ones 3.6x more likely To donatemoney directly tothat specific cause or organization Audiochuck’scontributionsto Non-Profits $8.5million Over150 Unique Non-profits Victim-CenteredTrue Crime “Responsibleand mission-drivenstorytelling that serves the victim, theirloved ones, and the communities theyrepresent with respect and dignity. Thegoal of Victim-Centric True Crime is tobring awareness and provoke action thatdirectly supports the individuals andcauses within thestory” 77% of True Crime PodcastListeners are more interested inconsuming True Crime contentif it isvictim-centered 37million Americans(13% of U.S. population 13+) How welldoes the word“important”describeTrue Crime as agenre? True Crime consumers are opento podcasts like Crime Junkie of True Crime Consumers who do notlisten to Crime Junkie would be likely todo so after hearing an audio clip (estimated 112 million Americans) Key Finding True Crime is a wide-reachinggenre in the United States Key Finding The popularity of TrueCrimepodcastshas helped the mediumgrow. Shows like Serial introducedpeople to the medium. Today,popular True Crime podcasts drawin massive audiences; Crime Junkiehas the second-largest U.S. weeklyaudience of any podcast Key Finding Thereare opportunitiesto convertTrue Crimeconsumers to podcastlisteners through multiple methods,including a focus ongeographicappeal, high-profile cases, and thepsychology behind criminal events Key Finding True Crime podcast consumershave an affinity for mystery andsuspense, educationallessons,and the victim advocacy that stemsfrom True Crime coverage Key Finding Podcasting and its listeners aretransforming True Crime. They arehelping to solvecases and donatingtovictims at a higher rate than TrueCrime consumers who don’t listen topodcasts. They’re also demandingmore victim-centered coverage Key Finding Creators and advertisingbrands thatpartner with True Crime podcastsbenefit from beingassociated withtheevolution they’re ushering in