The Sounds Profitable report, sponsored by NPR, details listener habits for News podcasts based on a significant study of listener behavior. Conducted by Signal Hill Insights, the research surveyed over 5,000 participants, with key findings indicating news podcast listeners are highly engaged, often consuming content weekly. YouTube emerged as the dominant platform for discovering episodes, supplemented by word-of-mouth recommendations. Other platforms contributing to news consumption include AM/FM radio and streaming services. Interestingly, the demographic profile of news podcast listeners aligns closely with the broader U.S. population.
NPR is the sponsoring partner in this effort.
The age profile of news podcast listeners is nearly identical to the U.S. population.
Most listen weekly, averaging at least an hour more than average users.
Most listeners discover new episodes through YouTube and word-of-mouth.
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