"Recently released: The Podcast Landscape from Sounds Profitable, with its claim to be "the largest publicly available study of podcast consumption in the U.S. It documents a consumer survey in which 5,000 Americans (18+ in age) are queried about audience behavior. (It is freely downloadable HERE)."
"In pretty much all podcast studies of the last few years, the respondents are asked about how video plays into their consumption. In this study, only 21% think of podcasts as audio-only. Do they pile into video? Not necessarily ... only three percent conceive of podcasting as video only. The marketplace lives mainly across the two delivery modes: Phones and computers are dominantly used for listening, leaving only 26% of respondents who use Smart TVs, in-car Bluetooth, tablets, and smart speakers. (Only one percent acknowledged using smart speakers, which seems eye-popping to us."
"And the delivery source? YouTube wins that contest with relative dominance; 40% use YouTube, and the #2 source, Spotify, claims only 18%. There is stickiness here; when asked for a second most-used service, 26% of the survey field could not name one. Second and third places were taken by YouTube and Spotify, which were the overall second- and third-placers as well."
A consumer survey of 5,000 American adults measured podcast familiarity and use. Ninety-six percent reported familiarity with the term "podcast." Only 21% view podcasts as audio-only while 3% see them as video-only, indicating cross-format consumption. Phones and computers are the dominant listening devices; 26% use Smart TVs, in-car Bluetooth, tablets, or smart speakers and only 1% reported using smart speakers. YouTube is the leading delivery source at 40%, followed by Spotify at 18%. Twenty-six percent of respondents could not name a second-most-used service, showing some platform stickiness.
Read at RAIN News
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