Cumulus Media And Signal Hill Insights’ Podcast Download – Fall 2022 Report: Podcast Listeners Are Engaged, Following Hosts On Social Media And Showing Interest In Podcast Events
Click here to view an 11-minute video of the key findings.
For the ninth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained MARU/Matchbox to conduct an in-depth study of 603 weekly podcast listeners in October 2022. The Fall 2022 Report highlights trends from prior studies and examines new topics such as co-listening among parents with children and listener perceptions of brand safety and content appropriateness.
A focus on podcast engagement
Previous highlights of the Podcast Download – Fall 2022 Report examined the growing podcast viewing experience and podcast advertising. Today, the focus is on podcast engagement.
Podcast listeners have the podcast habit, listening to more episodes and more shows per week versus April 2022
Podcast listeners love podcasts and have shown growth compared to the Spring report. Weekly listeners now consume 5.2 podcasts per week on average, up +11% from April 2022. Weekly listeners consume 6.5 episodes in an average week, up +5% from the Spring.
Heavy podcast listeners are at an all time high
In 2019, 36% of weekly podcast listeners consumed 6+ hours per week. In 2022, the heavy podcast listener group grew to 39%, an all time high.
Podcast listeners seek out opportunities to connect with their favorite podcast hosts: 56% of weekly listeners follow them on social media
Weekly podcast listeners are extremely engaged with shows with nearly 6 in 10 following their favorite hosts on social media.
The top social platform for following a favorite host is Instagram (64%), followed closely by Facebook (60%), YouTube (58%), and Twitter (54%).
TikTok saw growth in the Fall 2022 survey with a third of weekly listeners following their favorite hosts on the platform verses 25% in April 2022.
Weekly podcast listeners are interested in attending both virtual and in-person podcast events
Social platforms aren’t the only places where podcast listeners seek out their favorite shows. 47% of weekly listeners say they would be very or somewhat likely to attend a live in-person event of their favorite podcast.
While virtual events gained popularity during the pandemic, podcast listeners still see them as viable ways for them to engage with the content. Over half of weekly listeners would attend a live virtual event.
43% of heavy podcast listeners are paid subscribers to a podcast
Almost half of heavy podcast listeners and 31% of the weekly audience are paid subscribers of podcasts. That could mean paying a regular subscription fee or a one-time donation to a platform like Patreon. While most podcast content is available for free, podcast listeners are willing to support their favorite shows monetarily.
Exclusive content trumps an ad-free experience as a decision driver for paying for a podcast
Content is king when it comes to podcasts and listeners want more of it even if they have to pay for it. 54% of weekly listeners say exclusive, original content or exclusive access to creators and hosts would influence their decision to pay for podcast content the most.
Only a quarter of weekly listeners would prioritize an ad-free experience as a reason to pay for a podcast. Podcast listeners understand that ads come with the medium and removing them it is not a driving subscription force in the space.
Extra content also leads the list of exclusive benefits for podcast listeners who are considering paying for a subscription
Different podcasts offer a variety of benefits for their paid subscribers. For listeners, more episodes, extended episodes, early access, and behind the scenes content lead for options that they would be willing to pay for.
Podcast listeners also value a personal connection with hosts via live chats (24%) and Q&A/Ask Me Anything (AMA) sessions with hosts (22%).
Podcast listeners want new content as soon as it is available with 73% of weekly listeners and 82% of heavy listeners listening to new episodes within 24 hours of release
The majority of podcast listeners don’t wait to listen to new episodes. Most are so eager to consume their favorite shows, they listen within the first day of release, which means topics of conversation and ads that are not dynamically inserted are consumed near their intended flight dates when they would be most relevant.
Key takeaways:
- Podcast listeners have the podcast habit, listening to more episodes and more shows per week versus April 2022
- Heavy podcast listeners are at an all time high
- Podcast listeners seek out opportunities to connect with their favorite podcast hosts: 56% of weekly listeners follow them on social media
- Weekly podcast listeners are interested in attending both virtual and in-person podcast events
- 43% of heavy podcast listeners are paid subscribers to a podcast
- Exclusive content trumps an ad-free experience as a decision driver for paying for a podcast
- Extra content also leads the list of exclusive benefits for podcast listeners who are considering paying for a subscription
- Podcast listeners want new content as soon as it is available with 73% of weekly listeners and 82% of heavy listeners listening to new episodes within 24 hours of release
Click here to view an 11-minute video of the key findings.
Lauren Vetrano is the VP of Advertiser Measurement & Insights of the Cumulus Media | Westwood One Audio Active Group®.
Contact the Insights team at CorpMarketing@westwoodone.com.