SYNOPSIS:
This study examines the podcast market. Topics include household audio equipment adoption; consumer podcast behavior across various platforms, and genres (e.g., hours spent listening per week); consumer spending on podcast content, equipment, and production; user experience and discovery sources; and segmentation by podcast listeners and producers (both professionally and personally).
ANALYST INSIGHT:
"Podcasts have a unique ability in building trust and loyalty. Relationships, even if they are one-sided, are developed over time." - Sarah Lee, Research Analyst, Parks Associates.
Table of Contents
Methodology and Key Terms
Key Terms and Definitions
Executive Summary
- Devices Used to Listen Digital Music
- Percentage Listening to Audio for at Least 1 Hour
- Use of Free Music Service by Age Groups
- Use of Paid Music Service by Age Groups
- Podcast Platforms User Experience
- Ways to Discover New Podcasts
- Podcast Production Activities in the Last 12 Months
- Number of Listeners/Viewers Per Episode Produced
- Primary Purpose for Producing Podcasts
- Podcaster Average Spend Per Year Compared to Average Revenue Per Month Among Podcasters That Spend or Make Over $0
- Percentage Listening to Podcasts for at Least One Hour Per Week by Age
- Podcast Production Equipment Purchase Intention
Audio Content and Services
- Home Audio Device Ownership
- Audio Device Adoption by Smart Speaker and Smart Display Ownership
- Audio Device Adoption by Podcast Listener
- Audio Device Adoption by Podcast Creator Type
- Audio Devices Purchase Intention
- Audio Devices Purchased in the Last 6 Months
- Average Purchase Price for Audio Devices
Audio Behaviors
- Weekly Hours Spent Listening to Audio
- Percentage Listening at Least One Hour Per Week to Audio Sources by Age
- Average Weekly Hours Spent on Audio Activities by Age Groups
- Devices Used to Listen Digital Music
Audio Behaviors: Free Music Services
- Use of Free Music Service
- Use of Free Music Service by Age Groups
- Use of Free Music Service by Income
- Use of Free Music Service by Adoption Segments
- Average Weekly Hours Spent on Audio Activities by Free Music Service
- Use of Free Music Service by Device Used
- Use of Free vs. Paid Music Service by Device
Audio Behaviors: Paid Music Services
- Use of Paid Music Service
- Use of Paid Music Service by Age Groups
- Use of Paid Music Service by Income
- Paid Music Service Adoption by Tech Affinity
- Use of Paid Music Service by Device
- Average Weekly Hours Spent on Audio Activities by Paid Music Service
Audio Behaviors: Podcast Content
- Frequency of Listening/Watching Podcast by Content
- Podcast Genre Listened to at least Monthly by Age
- Podcast Genre Listened Monthly by Gender
- Apps/Websites Used to Access Podcast
- Most Frequently Used Apps/Websites to Access Podcast
- Podcast Genre Listened Daily by Platform Used
- Ways to Discover New Podcasts
- Monthly Spending on Podcast Subscriptions
- Average Monthly Cost for Podcast by Platform Used
- Podcast Platforms User Experience
- User Experience with Podcast Apps/Websites
Producing Podcasts
- Podcast Production Activity in Past 12 Months
- Primary Purpose of Podcast Production
- Equipment Used for Podcast Production Among Podcast Prosumers
- Podcast Production Equipment Purchase Intention
- Cost for Podcast Production/Promotion Within Last 12 Months
- Average Cost for Podcast Production/Promotion Among Those Spending More Than $0
- Percent of Podcasts That Spend $0
- Podcast Monthly Revenue by Business Channels
- Average Revenue Per Month Among Those Earning More Than $0
- Percent of Podcasts That Earn Money
- Areas that Podcasters' Intend to Invest for Podcast Improvement
- Number of Listeners/Viewers Got for Each Episode of Podcast
- Podcast Monthly Revenue Average by Number of Listeners/Viewers
- Podcast Publishing and Distribution Platforms
- Podcast Monthly Revenue Average by Distribution Platforms
- Number of Listens/Views Per Episode by Distribution Platform
Appendix