38 Podcast Stats That Advertisers Need to Know in 2022
By pbump@hubspot.com (Pamela Bump)
If you’re interested in pursuing a podcast advertising strategy to connect with millennial or Gen Z customers but aren’t sure if the right opportunities exist for your company, check out this list of podcast advertising stats.
With these tactics, you can identify podcasters with a price-point and audience target that makes sense for your brand. Then, you can work with them and leverage their expertise by sponsoring the content they’ve made. Alternatively, you could also create a native ad that aligns with their discussion topics.
We’ll cover podcasting’s biggest marketing opportunities, where podcasting is headed, and the demographics who tune in the most.
Table of Contents:
Podcasts and Advertising
- In 2022, 82% of marketers plan to continue investing the same amount or increase their investment in podcasts or other audio content. (HubSpot)
- Podcast ad spending is expected to hit $1.74 billion this year. (Statista)
- 39% of Information Technology companies plan to leverage podcast advertising in 2022. (HubSpot)
- The average podcast ad slot costs between $10 to $50, with additional premium fees for shows with high listenership. (HubSpot)
- 18% of U.S.-based companies plan to leverage podcasts and audio content in their marketing strategies. (HubSpot)
- 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts. (Edison Research)
- 38% of marketers working for retail companies say podcast advertising is the media channel with the biggest ROI. (HubSpot)
- Podcast advertising revenue is expected to pass $2 billion in 2022. (IAB Podcast Ad Revenue Report)
Podcast Growth
- In 2021, there were over 2 million active podcasts. (Podcast Insights)
- By April 2021, there were over 48 million podcast episodes. (Podcast Insights)
- Monthly podcast listeners grew by 6.1% to 125 million listeners in 2022. (eMarketer)
- 73% of Americans age 12 and up have listened to podcasts in the past month. (Buzzsprout)
- Between 2021 and 2022, the number of people over the age of 12 in the U.S. who listened to podcasts increased from 57% to 62%. (Edison Research)
Podcast Demographics
- Roughly 79% of people over the age of 12 in the U.S. are familiar with podcasts. (Edison Research)
- 53% of podcast listeners are men. (Edison Research)
- 41% of millennials listen to podcasts weekly. (Jam Street Media)
- 53% of men and 46% of women listen to podcasts in 2022. (Edison Research)
- 66% of podcast listeners have a college degree and an average income of $75,000 per year. (Buzzsprout)
- The biggest increase in podcast listenership in the past year has come from those in the 12-to-34 age group. ( …read more
Source:: HubSpot Blog
Author: Aaron
