"The survey reveals that 25% of American adults have never listened to a podcast, with the demographics skewing towards older age (51+) and female (58%). This holdout group is predominantly white (82%) and often childless, indicating specific social and economic factors at play."
"Radio remains the primary audio medium for podcast holdouts, with 64% tuning in. Unpaid streaming music is also popular among this group at 39%, while 24% use paid streaming services like Spotify, showing they are not disconnected from digital audio."
"The survey indicates a year-over-year trend where even traditional media-friendly holdouts are migrating towards digital video platforms like TikTok, while loyalty to AM/FM radio has declined by 16 points, highlighting changing media consumption habits."
A recent survey reveals that 25% of American adults have never listened to a podcast, with a demographic skew towards older age, females, and predominantly white individuals. This group also shows lower education and income levels. While they do not engage with podcasts, they listen to traditional radio and unpaid streaming music. The survey indicates a shift towards digital video platforms like TikTok, despite a decline in loyalty to AM/FM radio. Understanding these holdouts provides insights into barriers preventing podcast engagement.
Read at RAIN News
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