The Public's Perceptions on Podcasts
Podcasting is having a moment. Listeners are expected to top 100 million by the end of this year, with ad spending projected to reach $1 billion in 2021. But relatively little is known about regular podcast listeners.
Morning Consult interviewed 4,400 U.S. adults, including 1,287 who listen to podcasts at least a few times every week, to gauge their attitudes on everything from the impact of host-read ads to their favorite podcast genres. We even asked the next generation of listeners, Generation Z, what they want to listen to.
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52% of podcast listeners said they’re likely to take recommendations directly from podcast hosts
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Listeners just as likely to donate to favorite shows through platforms such as Patreon as they are to pay for subscription services
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32% of Generation Z classify themselves as regular podcast listeners
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1 in 3 parents said they’re likely to purchase a podcast subscription for their children