Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Essential podcast statistics and trends for marketers [Infographic]

Essential podcast statistics and trends for marketers [Infographic] Blog Feature

Connor DeLaney

Member Success Manager, 2+ Years of Content Marketing Strategy & Project Management

October 5th, 2019 min read

In 2009, Apple released an advertising campaign titled There’s An App For That.

The memorable campaign aimed to showcase how many apps Apple devices offered their customers.

10 years later, I’d argue you could update the phrase to, “There’s A Podcast For That.”

Musicoomph’s Meteoric Rise of Podcasting infographic shares the insights you need to know in order to understand the growing marketing value of podcasts and the future they have in the audio landscape.

Podcasts have revolutionized how we share and absorb information

As a die-hard podcast listener, my listening ranges from baseball and content creation to coaching and leadership.

Whether I am looking for information on playoff baseball predictions or how to be a fearless leader, there is a podcast that wants to talk all about it.

Podcasts have quickly become a place where listeners can go for news, industry updates, motivation, relaxation, or even a good laugh.

This shift in the audio landscape is not a fluke either.

Podcasts are growing

Podcasts are expanding at an incredible rate.

In 2018, there were over 550,000 active podcasts with more than 18.5 million unique episodes.

In just one year, 2019 active podcasts have increased to 700,000 with more than 29 million unique episodes.

This growth is leading to significantly more interest. And driving that interest is a new wave of podcast listeners

Who is listening?

As marketers, a common challenge we face today is how to connect with the new age of consumers, both literally and figuratively.

Younger audiences are gravitating towards podcasts, with almost half (46%) of podcast listeners in the United States being Millennials or Generation Z, ages 18-34.

For some businesses, this younger demographic is the target, and podcasting has now opened their eyes to a potential avenue for connecting with that audience, but for most, their company’s target audience is not so narrow.

Let me fill in some of the gaps:

  • 94% of all podcast listeners are considered very active on at least one social media platform.
  • 52% of listeners are male, 48% are female.
  • Podcast listeners are 45% more likely to have a college degree, and 68% more likely to be postgraduates.

For marketers of all stripes, an audience of non-gendered, educated, technologically-proficient people is a veritable goldmine.

Unfortunately, knowing all of this information only solves half the problem.

I can tell you are wondering:

I understand that all of these educated, tech-savvy men and women are listening to podcasts. But what podcasts are they listening to? Where can I find them?

What are they listening to?

The truth of the matter is, there is no one podcast genre performing remarkably better than the others, which is exciting!

Instead, podcast listeners are taking in a range of different podcasts, averaging seven different shows per week, equalling roughly six and half hours of content per week.

That is a lot of time being spent listening to podcasts.

And while it may be easy to assume that this listening takes place during a commute to work or while exercising, it was found that 49% of listeners actually do their podcast listening at home.

Could this lead to more influenced purchases? We sure hope so. 

How about podcast advertising?

Podcast advertising grew 53% in 2018 and is projected to grow 42% in 2019.

This growth has been proven to be worthwhile as consumers are showing strong engagement with podcast ads.

69% of podcast listeners agree that ads in podcasts inform them about new products or services available. Plus, with Google’s implementation of podcasts in search results, your advertising could gain even more listeners if you partner with the right podcast.

What do you do next?

Podcasts present a very unique opportunity for businesses to connect with new and existing customers in a new way.

If you or your business are exploring podcasts, I highly recommend you begin with Musicoomph’s Meteoric Rise of Podcasting infographic below and all the knowledge it has to offer.

Happy podcasting!

Podcast Trends Reshaping The Audio Landscape In 2019 - Full Image

Infographic by MusicOomph.com

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE