Most podcast listeners in the United States are light listeners and only listen one to three times a month, according to research from Nielsen. The pandemic has also meant that at-home listening has grown in importance while podcasts are attracting a broader audience that includes those aged 55+.

Why it matters

A growing audience is one of the reasons more advertisers are spending more on podcast advertising. For example, Spotify reported more users listening, higher levels of consumption and triple-digit growth in podcast advertising revenue in Q3 2021.

However, research from WARC Data shows that podcasts are potentially undervalued by...