Data from The Canadian Podcast Listener survey showed how frequently podcast fans offer direct support to show creators. The survey found that 23% of all monthly listeners have made a direct contribution to podcasts. The rate spiked to 40% among power listeners.
Ten percent of all listeners purchased merchandise, and another 10% made a donation through a crowdfunding service such as Patreon or Indiegogo. Nine percent attended a live performance of the podcast.
All of those rates were higher, almost doubled, for the power listeners. Nineteen percent bought merchandise, 18% contributed via crowdfunding, and 17% went to a live show.
In the blog post sharing these statistics, the Canadian Podcast Listener noted that any direct financial contributions from a listener yields a greater immediate impact than advertising: each listener delivers 2.5 cents per impression in an ad that runs $25 cost-per-thousand. The post suggested that even a podcast with a small audience can find success if they have a strong connections with listeners that can support this “tip jar” approach.