"As we mentioned earlier this week, podcast consultancy and content company Sounds Profitable has released The Creators: Understanding the Modern Podcast Creator Landscape. The 35-page (plus appendices) presentation slide package covers three broad topics: Format evolution Creator diversity Sustainability challenges The study was fielded by Signal Hill Insights, and queried over 5,000 Americans 18 years and older. Sounds Profitable commissioned an earlier, similar study in 2022."
"Making podcasts is mainstream The definition of "mainstream" is slippery, but a quick look-up delivers "normal, conventional, or dominant." Not easy to quantify, but "mainstream" certainly shouldn't be confused with "majority." The Sounds Profitable study has determined that 16% of the population have tried their hands (and voices) at creating podcasts, so that "mainstream" has been achieved. As a corollary to that, we learn that 71% of creators now include video in their show releases."
Sixteen percent of the population have attempted podcast creation, and 71% of creators now include video in show releases. Starting production is common, but one in three creators have stopped producing. Fifteen percent of male podcast consumers are currently creating podcasts, compared with eight percent of female podcast consumers. Female creators adopt multi-format approaches at significantly higher rates than males. Fifty-two percent of video podcasters are aged 18–34, while 48% are older. Ninety-six percent of Asian podcasters include video, compared with 66% of white creators. Data were collected from over 5,000 Americans aged 18 and older.
Read at RAIN News
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