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Issue link: https://digital.macdirectory.com/i/1384448
entire episode and 44 percent listening to most of the episodes. There are about 73M podcast listeners in the US with Apple having the largest share (60.9 percent) followed by Spotify (8.5 percent), Overcast (3.1 percent), Castbox (2.4 percent), Stitcher (2 percent), and others (23.1 percent). Demographically, podcast consumers are 10 percent 12-17 years, 39 percent 18-34 years, 35 percent 35-54 and 16 percent 55+. Top reasons for listening to podcasts are to learn a new thing (74 percent), entertainment (71 percent), stay up to date with current topics (60 percent), relax (51 percent), be inspired (47 percent), escape (37 percent), and companionship (24 percent). While the pandemic elevated video streaming and gaming in people’s entertainment consumption, platforms like YouTube and TikTok pushed the increase in non-studio and personality-driven productions, dramatically increasing the interest in podcasting. The growth and increased listenership indicate that there is still plenty of room for growth in podcasting around the globe. Podcast ad revenue is expected to reach $1+B this year and to increase more than 100 percent over the next two years. Most podcast ads are purchased quarterly (38.2 percent) with 24.3 percent bought annually. Host-read ads are the most preferred (63.3 percent), followed by announcer-read/pre-produced ads (35 percent). The top five podcast program genres were news/politics/current events (18.4 percent), comedy (13.9 percent), business (12.8 percent), education (10.6 percent), and arts & entertainment (10 percent). The leading podcast revenue producers were retail (22.2 percent), financial services (20.7 percent), B2B (14.1 percent),