Podcasts are losing sheen as go-to platforms for Americans to consume news

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 18, 2022, 3:19 AM GMT+0

The Pew Research Center surveyed over 20,000 Americans between July to August 2021, with this data being compared to that recorded between August to September 2020.

The report revealed that only 23% Americans “sometimes or often” used podcasts as a channel to consume news in 2021. This was a 1% YoY increase. The study also found that listeners aged between 18 and 19 years account for a third of Americans that sometimes use podcasts to consume news.

A greater jump was observed in listeners that don’t use podcasts to listen to news. This segment grew from 50% in 2020 to 56% in 2021. US podcast ad revenue is projected to reach $2 billion by 2023, as per data by the Interactive Advertising Bureau (IAB).

Apart from podcasting, platforms like Twitter and YouTube are also seeing a decrease in users using the platforms for news. Where Twitter sees a 1% YoY decrease in users going on the site to consumer news regularly, YouTube has seen a 2% YoY decrease.

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