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02 November 2021
Half of US podcast listeners are light listeners
Youth media use
Older adults (55+) media use
Asian American consumers (US)
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.
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