Podcasts are increasingly becoming popular among diverse audience groups

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 30, 2021, 2:53 AM GMT+0

According to a Nielsen study, podcast listening time among Asian American, Black, Hispanic, People with Disabilities and LGBTQ+ groups is around three hours per week.

While podcast has grown in terms of listenership and engagement over the last decade, the medium’s popularity among diverse audiences has also grown. Black listeners are streaming podcast audio the most, with around 73% reporting brand recall for podcast ads.

As for Hispanics, the group streams podcasts for diverse content that reflects their personal experiences, perspectives and expectations. Podcast listening among Hispanics has also increased by two-thirds in the 25 to 39 years old age group.

Similarly, Asian American podcast listeners have grown five times since the beginning of this decade, with news being a popular genre among them. As for advertising, podcast ad revenue is projected to reach $2 billion by 2023. Moreover, when read by the host, podcast ads drive a brand recall rate of 71%.

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