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Podcast Listening Now Accounts For Half Of Spoken Word Audio Time
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The total reach of talk radio is still larger, but the amount of time Americans are spending with spoken word podcasts has exploded in recent years.
The latest Edison Research Share of Ear data shows nearly half (47%) of the time adults aged 25 to 54 spent with personality and talk content is through podcast listening during the second quarter. That is nearly double the 26% recoded five years ago.
The 25-54 year old demographic group may be most important to advertisers, but the Edison data shows even bigger growth rates among other age groups. Among 35 to 64 year olds – the age group most likely to listen to talk radio – 39% of their spoken word listening time went to podcasts during the second quarter. That is up 217% from 12% in 2017.
“If you needed any evidence to the growth and the strength of podcasting in the U.S., you have it here. There are significant shares of talk and personality time spent is occurring on the podcast platform.”
At the other end of the age spectrum, among 18 to 34 year olds, Edison says 60% of all personality/talk time spent occurs via podcasts. Read More
Article originally published on InsiderRadio.
When it comes to whether TikTok growth statistics point to a platform ripe for marketers and content creators, the answer is clear.
Tencent’s WeChat and TikTok pushed themselves into the international market after the acquisition of Musical.ly in November 2017 for $1 billion. With this move, they added about 80 million users, mostly from the US, which were later on imported to TikTok. Read More
Article originally written by Claudia Jeffrey and published on Wavve.
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