PODCAST LISTENER DEMOGRAPHICS REPORT 2018

PODCAST LISTENERS 

NEVER CEASE 

TO BE AWESOME

We do this to serve the growth of the podcast industry and provide our clients with practical audience demographics for every show we represent. This helps advertisers hone in on the specific audiences that best match their target markets. We also get an exclusive snapshot of the podcast audience as a whole.

SINCE 2013 MIDROLL HAS BEEN CONDUCTING THE INDUSTRY'S LARGEST ONGOING SURVEY OF PODCAST LISTENERS

73 Million Listeners a Month

THE PODCAST AUDIENCE HAS GROWN TO 73 MILLION LISTENERS A MONTH, ACCORDING TO EDISON RESEARCH. THAT'S A 73% INCREASE SINCE 2014, WHEN WE RELEASED OUR VERY FIRST REPORT.

In that time we’ve learned that podcast listeners are difficult to reach on other media platforms because they’re more likely to be cord-cutters, choosing ad-free premium video services. 


Moreover, the majority of podcast listeners sometimes or always ignore ads on TV, radio, out-of-home and the web. 


But they’re extremely loyal to their favorite podcasts, with strong engagement.

MIDROLL SURVEYED 151,502 LISTENERS

FROM FEB. 2 TO OCT. 4, 2017

HOSTS OF 205 SHOWS ASKED LISTENERS TO TAKE OUR SHORT ONLINE SURVEY FROM FEB. 2 TO OCT. 4, 2017. AN ASTOUNDING NUMBER RESPONDED: 151,502 TO BE PRECISE.


PODCAST LISTENERS ARE HAPPY TO PARTICIPATE BECAUSE THEY UNDERSTAND THAT THEY'RE HELPING THEIR FAVORITE SHOWS FIND THE RIGHT ADVERTISERS.

Television, radio, billboard, computer

YOU'RE MISSING

MILLIONS OF

PODCAST LISTENERS

WITH TV ADS:

66% SOMETIMES

OR ALWAYS IGNORE

DIGITAL ADS

59% SOMETIMES OR

ALWAYS IGNORE RADIO

COMMERCIALS

61% SOMETIMES

OR ALWAYS IGNORE

BILLBOARDS

63% SAY THEY 

SOMETIMES OR 

ALWAYS

IGNORE 

TV COMMERCIALS

86% OF PODCAST LISTENERS SUBSCRIBE TO A PREMIUM VIDEO SERVICE LIKE NETFLIX,

WHERE THEY ARE EXPOSED

TO FEW TO NO 

COMMERCIALS.

81 PERCENT

OF LISTENERS SAY THEY SOMETIMES OR ALWAYS

PAY ATTENTION TO PODCAST ADS.

BUT...

Podcasts' score is even higher than Netflix

LISTENERS ARE 

LOYAL TO

THEIR FAVORITE

PODCASTS.

The average Net Promoter Score

across all Midroll podcasts is 70.

Note that an NPS over 50 is considered truly awesome.

By comparison, the average NPS for the media industry is 45. Netflix's score is 68.*

*According to NPS benchmarks by CustomerGauge, https://npsbenchmarks.com

My Favorite Murder, Something to Wrestle, The Read, MeatEater Podcast, The Casey Crew Podcast, How Did This Get Made?

BIG TIME PROMOTERS

THESE PODCASTS HAVE NPS SCORES OF 85+

Image of laptop with credit card

PODCAST

LISTENERS

BUY FROM

PODCAST 

ADS.

60% of podcast listeners

have bought something

from a podcast ad.

72 PERCENT

THE MOST LOYAL LISTENERS ARE EVEN MORE LIKELY TO BUY

of people who have listened to a podcast for four or more years have made a purchase.

AT LEAST THREE-QUARTERS OF THESE SHOWS' LISTENERS BOUGHT SOMETHING FROM A PODCAST AD:

EDUCATED

AFFLUENT

OVERWHELMINGLY

MILLENNIAL

66%

HAVE A 

BACHELOR'S

OR HIGHER

DEGREE

44%

HAVE A 

HOUSEHOLD

INCOME OF

$75,000

OR MORE

66%

OF PODCAST

LISTENERS

ARE AGED

18 TO 34

PODCAST

LISTENERS

ARE:

Educated, Affluent, Millennial

FIND THE PERFECT

AUDIENCE

HERE'S WHERE THINGS GET INTERESTING

Midroll's industry-leading demographic data help us identify podcasts with very desirable audiences.

MOST

POPULAR

WITH

WOMEN

MILLENNIAL

MOMS

LOVE

THESE SHOWS


The Happy Hour with Jamie Ivey
Parenting Great Kids with Dr. Meg Meeker
The Casey Crew Podcast
Pantsuit Politics

MILLENNIAL 

MEN CAN'T

GET ENOUGH

OF THESE

PODCASTS

MeatEater Podcast with Steven Rinella
Giant Bombcast
Something to Wrestle with Bruce Prichard
Tested: This Is Only a Test Podcast

REACH THE MOST

AWESOME AUDIENCES

TODAY

Midroll is trusted by top brands to deliver 

the best podcast ads and amazing customer service.

CONTACT MIDROLL TO GET STARTED.

LET US HELP MAKE PODCAST ADS WORK FOR YOU.

Midroll - A Stitcher Company