Educated, Millennials Drive Podcast Listenership

Entrepreneur Magazine recently featured an interesting story about the importance of podcasts.  Approximately 24% of the U.S. population currently listens to podcasts;  podcast listenership is expected to rise in the upcoming years.  About 68 million people actively listen to podcasts.  Millennials, consumers between ages 18 and 34 years old, account for 44% of all podcast listeners.  More than 50% of podcast listeners have a bachelor’s degree, or higher.

Millennials prefer podcasting to comparable digital and social media information sources (e.g., blogs).  Podcasts give consumers an ability to listen on demand when they want.  Podcasts are becoming ever increasingly popular due to an uncanny ability that allows educated millennials to consume digital information on the go.

Why does Podcasting Matter?

Many podcasts attract consumers across niche categories.  Comedy, news, sports, politics and business are among the leading podcast genres.  Marketers should participate in podcasting (e.g., host podcasts, be a guest on podcasts, sponsor podcasts, etc…) to reach desirable market segments.

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Sources:

Entrepreneur Magazine

Six Colors