podcast statistics and strategies for 2020

Podcasting is the practice of using the Internet to make a digital recording of broadcasts available for download to a computer or mobile device. Podcasts offer a unique way to connect with your audience

For businesses that have products and services that can easily be explained without the need for visuals and graphics, podcasts can offer a creative way to reach your target audience. The following article includes the latest podcast statistics and strategies to win over your audiences in 2020:

Podcast Statistics from 2019

According to a study conducted by Edison Research in 2019, an estimated 197 million people are familiar with podcasting. Of that total, 144 million have listened to a podcast at least once, 90 million listened in the last 30 days and 62 million listened in the last 7 days.

Podcast listening continues to grow. Since 2017, the number of people listening to podcasts has increased by 33%, and all age groups, 12-24, 25-54, and 55+ have increased steadily in the last 3 years. Here are more stats on income, devices, and listener preference:

  • Podcast listeners are affluent with more monthly listeners employed full-time and with a household income of $100K or higher.
  • The avid listeners are extremely avid with the weekly listeners listening to 7 podcasts in the last week.
  • The most common device used for listening to podcasts is the smartphone, tablet or other portable devices.
  • The most common platform is Spotify, which is preferred 23% more than Pandora.
  • The top 3 places to listen to a podcast are at home, in a car or truck, and while walking around/on foot.
  • The top 3 sources used for discovering podcasts are searching the internet, social media posts, and recommendations from friends and family.
  • The top 3 activities done while listening to podcasts are not doing anything else, just listening, doing housework or chores and driving.
  • Once a podcast is downloaded, 78% will listen to it within 48 hours.
  • Of the listeners in the survey, 52% listen to the entire podcast and 41% listen to most of the podcast. Only 5% listen to less than half and 2% just the beginning.
  • Of the listeners in the survey, 26% listen to the podcast faster by increasing the speed. This has grown from 19% in 2018.
  • The top 3 reasons for listening to podcasts are to learn new things, to be entertained, and to stay up-to-date with the latest topics.
  • Podcast Strategies for 2020

    If you are launching a new podcast or want to gain more traction on your existing podcast, here are a few things we suggest trying in 2020 to boost your results:

    Leverage Your Guest’s Audience – You can make it super easy for guests to share by creating quote images and snippets from the podcast.

    Leverage the Dozens of Ways to Promote on Social Media – You can share rich media, soundbites, images, videos, teasers, get creative.

    Release Several Episodes on Launch Day – The last thing you want is for your audience to listen to the first episode and then message you asking when there will be more. We recommend starting with 3-5 episodes, with no less than 3.

    Transcribe the Audio – The truly successful podcasts offer a transcript for every show. This also helps with ADA compliance, as it allows for those who are hearing impaired to read along with the text.

    Convert Audio to Video – Podcast content should be repurposed into as many ways possible. You can mix live video with the live podcast interview.

    Submit Your Podcast to Aggregators – There are dozens of apps that can collect and play your podcasts. Here are 7 to consider:

  • Overcast
  • Stitcher
  • Podcast Addict
  • Podcast Subreddit
  • PodcastLand
  • TuneIn
  • Bello Collective
  • Run Promotions and Give Stuff Away – If you are looking to drive ratings, you can run giveaways, throw launch parties (online or offline), post 2 weeks of written content leading up to the launch, and email 7 friends per day.

    Make a SPLASH with Podcasts

    If you are thinking about starting a podcast or want to take your podcast to the next level, Media Made Fresh can help. We have the resources in-house to strategize, produce and launch your podcasts. Request a consultation below or call (904) 595-7072.

    2019 Podcast Statistics Source: Edison Research


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