This helps advertisers home in on the specific audiences that best match their target markets, and gives us an exclusive snapshot of the podcast audience as a whole.
Every year we at Midroll conduct the industry's largest survey of podcast listeners.
We do this to give our advertisers useful and practical audience demographics for every show we represent.
of 265 Midroll podcasts to
learn who they are, what
they do, and how they
spend their money.
From June through
October 2015 we surveyed
How'd we ask?
Simple: We had our hosts read ads for the survey on their podcasts, of course!
As the podcast audience grows it is diversifying, looking more like the demographics of the United States as a whole.
$300 A YEAR
Half the podcast audience has a bachelor's or higher degree.
on books and e-books.
And they read... a lot!
$132 A YEAR
28% spend at least
53% spend at least
on books and e-books.
Podcast listeners tune in to their favorite shows when they're on the move and in places where they can't consume other media.
They listen while working out (1), in the car (2), taking public transport (3), traveling (4), and while walking, running, and biking (5).
When podcast listeners subscribe to shows, they stick with them.
listen to most or all episodes
report buying something they heard about on a podcast ad.
Not only do listeners hear podcast ads, but they also respond to them.
22% have an annual household income of $100,000 or more.
spend at least $300 on home entertainment subscriptions, like Netflix, Hulu or Spotify
buy pet supplies
spend at least $600 on dining out
(17% spend more than $1800)
buy nutritional supplements and vitamins
buy beer, wine or liquor
spend at least $300 on ticketed entertainment
buy gluten-free foods
Here's where things get interesting. Midroll's industry-leading demographic data help us identify podcasts with very desirable audiences.
For each of the following shows, more than one-third of the audience has a household income over $100,000 per year:
More women are listening to podcasts, and these are some of their favorites.
Women make up more than two-thirds of the audience of these shows:
African-Americans are a growing podcast demographic, and make up the majority of these podcasts' audiences:
For these shows more than
three-quarters of listeners
are aged 18-34.
More than two-thirds of listeners to these shows listen to most or all episodes.
And more than 80% of these shows' audiences bought something from a podcast ad:
Podcasts are popular with today's leaders and decision makers.
At least one-third of these shows' listeners are managers, directors, or executives:
At least one-quarter of these shows' listeners buy gluten-free foods every month.
Sales of gluten-free foods GREW 34% from 2009 - 2015.*
* According to Packaged Facts report Gluten-Free Foods in the U.S., 5th Edition.
Reach the Most Awesome Audiences Today
Midroll is trusted by top brands to deliver the best podcast ads and amazing customer service.
Thanks to Midroll's extensive portfolio of top-quality shows, coupled with our deep audience analytics, we can match great brands to great podcasts. That's why advertisers keep getting great results, and why 98 percent of our podcast advertisers become repeat buyers.
Midroll Media is a wholly-owned subsidiary of the E.W. Scripps Company
Midroll Media is a digital media company providing a 360-degree suite of production, distribution, and monetization services to artists, entertainers and thought leaders. It is the parent company of Earwolf, the leading comedy podcasting network, the Wolfpop pop-culture podcast network, and the Midroll advertising platform.