PODCAST LISTENER DEMOGRAPHICS REPORT 2018

(updated March 2019)

PODCAST LISTENERS
NEVER CEASE
TO BE AWESOME

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

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.

THE PODCAST AUDIENCE HAS GROWN TO 90 MILLION LISTENERS A MONTH, ACCORDING TO EDISON RESEARCH. THAT'S A 113% 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.

YOU'RE MISSING
MILLIONS OF
PODCAST LISTENERS
WITH TV ADS:

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.

61% SOMETIMES
OR ALWAYS IGNORE
BILLBOARDS

66% SOMETIMES
OR ALWAYS IGNORE
DIGITAL ADS

59% SOMETIMES OR
ALWAYS IGNORE RADIO
COMMERCIALS

BUT...

81 PERCENT

OF LISTENERS SAY THEY SOMETIMES OR ALWAYS

PAY ATTENTION TO PODCAST ADS.

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

BIG TIME PROMOTERS

THESE PODCASTS HAVE NPS SCORES OF 85+

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

PODCAST
LISTENERS
BUY FROM
PODCAST
ADS.

60% of podcast listeners

have bought something

from a podcast ad.

THE MOST LOYAL LISTENERS ARE EVEN MORE LIKELY TO BUY

72 PERCENT

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

PODCAST
LISTENERS
ARE:

66%

HAVE A

BACHELOR'S

OR HIGHER

DEGREE

AFFLUENT

44%

HAVE A

HOUSEHOLD

INCOME OF

$75,000

OR MORE

OVERWHELMINGLY
MILLENNIAL

66%

OF PODCAST

LISTENERS

ARE AGED

18 TO 34

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

Parenting Great Kids with Dr. Meg Meeker

MILLENNIAL
MOMS
LOVE
THESE SHOWS

Something to Wrestle with Bruce Prichard

MILLENNIAL
MEN CAN'T
GET ENOUGH
OF THESE
PODCASTS

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 IS A STITCHER COMPANY, A WHOLLY OWNED SUBSIDIARY OF THE E.W. SCRIPPS COMPANY

Midroll is a digital media company providing a 360-degree suite of production, distribution and monetization services to artists, entertainers and thought leaders.

PODCAST LISTENERS NEVER CEASE TO BE AWESOME