Podcasts enable people to listen to the broadcasts of interest anytime, anywhere. According to statistics, the number of Podcast listeners is expected to exceed 380 million in 2021. Furthermore, the number of listeners is expected to surge again in 2022, reaching 424.2 million. The increase in Podcast users will expand the new advertising and marketing model.
New York, NY (Merxwire) – In recent years, gaining knowledge by listening has become a new trend. The covid-19 pandemic and the popularity of the Internet have gradually made podcasts one of the channels for obtaining information and home entertainment. According to statistics, the number of Podcast listeners in 2021 will exceed 380 million. The number of listeners is expected to surge again in 2022, reaching 424.2 million. The United States is the world leader in Podcast listening rates in all categories, with approximately 117.8 million podcast listeners, accounting for 40.0% of all Internet users. The Asia-Pacific region’s podcast adoption rate will lag far behind the rest of the world, only accounting for nearly 10% of Internet users.
The communication media that countries are accustomed to using are different. According to a survey of Podcast users and penetration rates, Sweden’s penetration rate is second only to the United States. This year, 34.6% of Internet users will listen to podcasts. The adoption rate will be equally expected in Norway, Australia, Canada, and Spain. The number of podcast listeners in China and Brazil will rank second and third, respectively (85.6 million and 39.2 million, respectively). Although China’s podcast penetration rate is the lowest in Asia (accounting for 8.7% of Internet users), it is still an essential group in the podcast market due to its large population.
Although global podcast consumption intensity is relatively low, the number of Podcast listeners has increased year by year, making it one of the virtual channels for advertising. For example, in a survey of American podcast listeners in March 2021, 53% of respondents agreed or strongly agreed that after hearing the product promoted in the Podcast, they would search the Internet for more information about the product or service. In addition, 29% of respondents have purchased advertising products or services in stores or online, making podcasts more critical.
Podcasts, like other media, have fans of a specific age group. For example, 38% of 15-25-year-olds said they listen to podcasts every week, compared with 22% of adults aged 56 or over. The consumers who are most enthusiastic about podcasts are millennials. Among the 26 to 35-year-olds, 44% of them listen to podcasts every week. This data is related to Internet usage hours and economic capacity.
Different countries’ cultural and leisure preferences are other, and the types of podcasts popular among the people are also different. In the United States, the most popular genres are comedy, news, and actual crime. Stuff You Should Know, This American Life, Crime Junkie, The Daily are popular podcasts, and The Joe Rogan Experience is one of the most popular shows.
Modern times have become a generation of multi-media combinations, and podcasting is likely to develop into an essential medium for hearing. With the impact of the coronavirus pandemic and the popularity of the Internet, the number of podcast consumers has increased. Although there are differences in age and listening preferences, these podcasts have inevitably become an indispensable companion for many listeners in their daily lives.