special report

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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