Edison Research’s annual Infinite Dial survey has been charting the rise of podcasting with hard data. This year’s report, released March 10, validated what podcast advertisers and listeners already know about the continuing growth of the medium.
The can’t miss headline is that monthly podcast listenership jumped up 23% this year. 21% of Americans aged 12+, 57 million, have listened to a podcast in the last month. Overall, 36%, or 98 million, have ever listened to a podcast–an increase of 11% over 2015.
To put this in perspective, 20% of American adults use Twitter, and 24% use Instagram. That’s according to the Pew Research Center’s 2015 report on Mobile Messaging and Social Media. No doubt, podcasts are now mainstream.
Age demographics are looking great, too. In the 12 – 24 age group 27% have listened in the last month, and in the 25-54 demo it’s 24%. Let’s emphasize how incredible the number is for that young age demo–it’s a higher percentage than the nation as a whole.
The takeaway is that more young millennials and the generation coming up behind them are tuning in to podcasts every year. Now is the time to begin building brand awareness and loyalty with these valuable listeners. It also means that these age groups likely will be pushing podcast listening up in the years to come.
The picture keeps getting clearer: podcasts are a great way to reach a growing audience of awesome listeners to drive spectacular results. This is something today’s podcast advertisers have known for a long time. Now it’s time to put podcast ads to work for your brand or product.