The survey queried 2,500 American adults 18 years and older, and the deeply detailed report is 59 pages of results and charts. Edison identifies the following key takeaways:
- Black women podcast listeners are more likely to be monthly listeners and Black men podcast listeners are more likely to be weekly listeners: Among Black monthly podcast listeners, 55% are women, but among Black weekly podcast listeners 52% are men.
- Many Black monthly podcast listeners have begun listening to podcasts recently: 48% have been listening to podcasts less than a year; 27% have been listening less than six months.
- 34% of Black monthly podcast listeners have stopped listening to a podcast they used to listen to regularly, but creators can address some of the reasons why: 24% of those who stopped listening said it was because the show stopped producing new episodes, 20% said they forgot about the show between seasons, 12% said the host offended them.
- Black weekly podcast listeners are more likely to engage with podcast advertisers than the overall U.S. weekly podcast listener: After hearing an ad on a podcast they regularly listen to, 61% of Black weekly podcast listeners (compared with 49% of U.S. weekly podcast listeners) recommended a product to a friend or family member; 68% of Black weekly podcast listeners (compared with 63% of U.S. weekly podcast listeners) gathered more information about a company or product; 52% of Black weekly podcast listeners (compared with 44% of U.S. weekly podcast listeners) purchased a product or service.
- Representation matters to Black podcast listeners: 75% of Black monthly podcast listeners frequently or occasionally follow or seek out content that focuses on Black stories and perspectives on podcasts.
- Younger listeners are more likely to listen to podcasts hosted by Black hosts: 57% of Black monthly podcast listeners age 18-24 say all or most of the podcasts they listen to are hosted by Black hosts; 35% of Black monthly podcast listeners age 55+ say the same.
- Podcast topics that have increased the most year over year for Black weekly podcast listeners are: Music (47% listen to this topic v. 43% in 2021, Sports (33% listen v. 27% in 2021), TV & Movies (32% listen v. 27% in 2021), Business & Entrepreneurship (31% listen v. 26% in 2021)
- Social media is a big source of podcast discovery: 36% of Black monthly podcast listeners discovered podcasts on social media when they began listening, up from 31% in 2021.
- Black weekly podcast listeners who are parents have children who also listen: 41% of Black weekly podcast listeners are parents of children under 17, and 35% of these parents say their children also listen to podcasts.
Again, the full results are HERE.
