Investing in the Podcast Ecosystem in 2019 Report Released

 

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The Investing in the Podcast Ecosystem in 2019 report was released on the “a16z” website. It includes some interesting data about podcasting.

  • Over the course of the last 10 years, podcasts have steadily grown from a niche community of audiobloggers distributing files over the internet, to one-third of Americans now listening monthly and a quarter listening weekly.
  • Podcast listeners are consuming 6+ hours per week of podcasts and consuming more content every year.
  • For weekly podcast consumers, average weekly consumption is 6 hours and 37 minutes.
  • On average, Americans listen to 7 podcast episodes per week.
  • Roughly half of podcast listeners make $675,000 or more in annual income; a majority have a post-secondary degree; and almost one third have a graduate degree.
  • There is also a gender gap with podcast listeners skewing mostly male, mirroring the gap among podcast creators as well. However, the gender gap has narrowed from 25% gap in 2008 to 9% today.
  • Listeners are generally educated (30% graduate degrees), millennials (44%), and slightly more than half are male (though gap is closing).
  • Since Apple launched its Podcasts app in 2012, smartphones have grown to become the most common device for podcast consumption.
  • Podcasts are most often consumed at home (48%) or in a car (26%); macro trends around growing number of connected cars and smart speakers could impact this mix.
  • Apple podcasts accounts for about 2/3 of all podcast listening.
  • Now the second largest podcasting platform, Spotify introduced podcasts into the app in 2015 and has doubled its market share in the last year to 9%.
  • Top 10 Podcast Publishers – a quarter of unique streams/downloads is NPR Podcasts. The rest of the Top 10 include: iHeartRadio, PRX, Wondery, New York Times, WNCY Studios, This American Life/Serial, Barstool Sports, ESPN, Daily Wire.
  • Podcast ad revenue is growing but is still tiny compared to other content formats.
  • Podcasts monetize at only $0.01 per listener hour, on average, 10x less than radio.
 

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