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1、The Podcast Consumer 2024The PitchListeners spend more time with podcasts than everPodcasts reach all generationsPodcasts reach receptiveaudiences Podcast listeners are diverse and increasingly femalePodcasts have more listenersthan everPodcasts listeners are a highly coveted audience for advertiser

2、sSource:The Infinite Dial 2024Podcast have more listeners than everof the U.S.12+population have listened to a podcast67%of the U.S.12+population has listened to a podcast in the last month47%of the U.S.12+population has listened to a podcast in the last week34%RECORDHIGHRECORDHIGHRECORDHIGH11131822

3、232529273033364044515557626467200607080910111213141516171819202122232024Estimated192 MillionPodcasting Listening%EVER LISTENED TO A PODCASTU.S.POPULATION AGE 12+91112121412151721242632374138424720080910111213141516171819202122232024Estimated135 MillionMonthly Podcasting Listening%LISTENED TO A PODCA

4、ST IN THE LAST MONTHTOTAL U.S.POPULATION AGE 12+7810131517222428263134201320142015201620172018201920202021202220232024Estimated98 MillionWeekly Podcasting Listening%LISTENED TO A PODCAST IN THE LAST WEEKTOTAL U.S.POPULATION AGE 12+Source:The Infinite Dial 2024Listeners spend more time with podcasts

5、than everSince 2014,the average time spent listening to podcasts has grown by Share of Time SpentListening to Audio SourcesQ1 2024Edison Research Share of Ear Q2 Q4 2023,Q1 2024U.S.Population 13+Podcasts 11%All other audio sources89%Share of Time Spent Listening to Audio Sources2014Podcasts 2%2024Ed

6、ison Research Share of Ear Q2 Q4 2023,Q1 2024U.S.Population 13+Podcasts 20%All other sources80%Share of Time Spent Listening to Ad-Supported Audio SourcesAverage Time Weekly Podcast Listeners Spend Listening to PodcastsBASE:LISTENED TO PODCAST IN LAST WEEK5%3%4%10%33%38%28%30%21%21%20%25%18%16%19%19

7、%23%22%29%16%TotalAge 12-34Age 35-54Age 55+5 HOURS TO LESS THAN 10 HOURSLESS THAN ONE HOUR10 HOURSOR MOREMEAN7:437:357:448:011 HOUR TO LESS THAN 3 HOURS3 HOURS TO LESS THAN 5 HOURSPodcasts Reach All Generations563926504322555121595527Age 12-34Age 35-54Age 55+2021202220232024Monthly Podcast Listening

8、%LISTENED TO A PODCAST IN THE LAST MONTHTOTAL U.S.POPULATION AGE 12+Source:The Infinite Dial 2024Young listeners are loyal listeners of those age 12-34 are monthly podcast listeners59%of those age 12-34 are weekly podcast listeners43%222734363340432018201920202021202220232024Weekly Podcast Listening

9、 Among Age 12-34%LISTENED TO A PODCAST IN LAST WEEKU.S.POPULATION AGE 12-34G E NZPODCAST LISTENER REPORTSource:The Infinite Dial 2024Podcasts reach key consumersof those age 35-54 are monthly podcast listeners55%of those age 35-54 are weekly podcast listeners41%20272530313941201820192020202120222023

10、2024Weekly Podcast Listening Among Age 35-54%LISTENED TO A PODCAST IN THE LAST WEEKU.S.POPULATION AGE 35-54Source:The Infinite Dial 2024Older audiences are increasingly listening to podcastsof those age 55+are monthly podcast listeners27%of those age 55+are weekly podcast listeners34%#InfiniteDialTH

11、E INFINITE DIA L 2 0 2 3 EDIS ON RES EARCH#InfiniteDialTHE INFINITE DIA L 2 0 2 3 EDIS ON RES EARCH172224282631342018201820202021202220232024Weekly Podcast Listening Among Age 55+%LISTENED TO A PODCAST IN THE LAST WEEKU.S.POPULATION AGE 55+Podcast listeners are diverse and increasingly femaleSource:

12、The Infinite Dial 2024Podcasts reach a diverse audienceof Black Americans listen to podcasts each month48%of Latino Americans listen to podcast each month43%Monthly Podcast Listening33243836453245344843Black AmericansLatino Americans20202021202220232024%LISTENED TO A PODCAST IN THE LAST MONTHTOTAL U

13、.S.POPULATION AGE 12+67%58%15%15%12%18%1%2%5%7%20142024Ethnicity of Monthly Podcast ListenersBASE:U.S.AGE 12+AND LISTENED TO PODCAST IN LAST MONTHWHITEAFRICAN-AMERICANHISPANIC ASIANOTHER(EST.39 MIL)(EST.135 MIL)Add latino front pageWays Latino Weekly Podcast Listeners Have Interacted with Podcasts“H

14、ave you ever.from a podcast?”35%signed up for a newsletter22%attended a virtual event31%purchased branded merchandise21%donated or gave money18%attended an in-person eventBase:U.S.Latino Weekly Podcast ListenersSource:The Infinite Dial 2024The listening gender gap is closingof U.S.Women are monthly

15、podcast listeners45%of U.S.Women are weekly podcast listeners32%4339413646394845MenWomen2021202220232024Monthly Podcast Listening%LISTENED TO A PODCAST IN THE LAST MONTHTOTAL U.S.POPULATION AGE 12+Gender of Monthly Podcast ListenersBASE:U.S.AGE 12+AND LISTENED TO PODCAST IN LAST MONTH55%51%45%48%1%2

16、0142024MENWOMEN(EST.39 MIL)(EST.135 MIL)*NON-BI NA R Y A DDE D I N 2 0 2 1;2 0 2 4:LE S S T H A N 1%151821252327322018201920202021202220232024Weekly Podcast Listening Among Women%LISTENED TO A PODCAST IN THE LAST WEEKFEMALE U.S.POPULATION AGE 12+Average number of podcast episodes listened to in a we

17、ekTotal weeklypodcast listenersMale weeklypodcast listenersFemale weeklypodcast listenersBASE:U.S.AGE 12+AND LISTENED TO PODCAST IN LAST MONTHSource:The Infinite Dial 2024Podcasts listeners are a highly coveted audience for advertisersCompared to the U.S.population,monthly podcast listeners areMore

18、affluentMore employedMore educatedNot college educated51%College educated49%Educational Attainment of Monthly Podcast ListenersBASE:U.S.AGE 18+MONTHLY PODCAST LISTENERS WHO GAVE A RESPONSENot college educated56%College educated44%U.S.POPULATION 18+MONTHLY PODCAST CONSUMERS 18+Employed full-time or p

19、art-time52%Not currently employed48%Employment Status of Monthly Podcast ListenersEmployed full-time or part-time63%Not currently employed37%BASE:U.S.AGE 18+AND LISTENED TO PODCAST IN LAST MONTHU.S.POPULATION 18+MONTHLY PODCAST CONSUMERS 18+Less than$75K44%$75K or more56%Household Income of Monthly

20、Podcast ListenersBASE:U.S.AGE 18+MONTHLY PODCAST LISTENERS WHO GAVE A RESPONSELess than$75K52%$75K or more48%U.S.POPULATION 18+MONTHLY PODCAST CONSUMERS 18+MAYBEUPDATE THISSports Audio ReportSport fans who watch sports video programming spend an average of$185$321Sport fans who listen to sports podc

21、astsspend an average ofHow much do sports fan spend on sports/team/athlete memorabilia or merchandise each year?on sports merchandise each yearon sports merchandise each year56%own a homeAmong U.S.adult weekly podcast listeners:13%drink spiked seltzer each week16%own a business48%shop at big-box ret

22、ailers each weekBase:Employed Full or Part-timeBase:Age 21+Source:Edison Podcast MetricsListeners are receptive to podcast ads46%of weekly podcast listeners have purchased a product or service as a result of hearing an ad on a podcastAs a result of hearing a sponsorship or ad on a podcast,what perce

23、nt of listeners purchased a product?U.S.WEEKLY PODCAST LISTENERS AGE 18+Q1 2020Q1 202334%saying yes46%Q3 2019 Q1 2020 n=6,066Q2 2022 Q1 2023 n=10,237The PitchListeners spend more time with podcasts than everPodcasts reach all generationsPodcasts reach receptiveaudiences Podcast listeners are diverse and increasingly femalePodcasts have more listenersthan everPodcasts listeners are a highly coveted audience for advertisersThe Podcast Consumer 2024