Podcast listeners more diverse than US population

An overview of podcast audiences and their response to advertising in the United States.

Podcast audiences have grown rapidly across the United States in recent years and are now more diverse than the wider US population, according to data from Nielsen.

White adults account for 67% of all US adults but this drops to 59% when looking only at podcast listeners. Quicker podcast growth among diverse audiences means Hispanic, Black, Asian American and 'other' listeners collectively account for two in five (41%) of podcast listeners. Among all US adults, this figure is 34%.

Black and Hispanic listeners are also more engaged with podcast advertising. While 8% of all podcast listeners visit a...

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