Regular podcast listeners go out more3 min read

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Podcast advertising soared last year, but what opportunities exist for marketers in 2022?

Nielsen has been measuring the digital audio space and found that podcast inventory is up 200% in the last two years. There are 2 million more titles, and 92 million more episodes. Half of podcast listeners are also increasing their listening time.


2022 MarTech replacement survey

Studies by Statista show podcasts tailing off a bit among some demos since their peak in 2021. But in the key 35-54 demo, the percentage of monthly US listeners remained steady in 2020-21, and actually climbed from 39% in 2021 up to 43% in 2022. (In the same period, the percentage of US consumers 12-34 who were monthly listeners dropped from 56% down to 50%.)

Why we care. The trick is for marketers to connect with podcast listeners who are receptive to marketing, and to weed out the pandemic-fueled surge from more enduring trends and behaviors among listeners.

Also, finding out more about the other activities that listeners take part in helps inform marketers about what campaigns and calls to action they should execute on audio.

Read next: How to get the best ROI from podcast advertising

Out in the world. Podcast listeners are multitasking while they listen. Nielsen compared podcast listeners to the total pool of consumers and found some activities where podcast listeners were significantly higher, making these behaviors actionable for marketers.

For instance, in resuming pre-pandemic activities, only 26% of all consumers say they are visiting coffee shops. For podcast listeners, this percentage shoots up to 41%. They’re also more likely to dine out (48% vs. 41%).

Podcast listeners are also more likely to shop for clothes at a brick-and-mortar (34% vs. 25% for the overall population). And 54% of listeners said they will shop at a store for non-grocery items, vs. 46% for the total population.

Listeners are also gathering in-person with friends and family at a higher rate – 63% vs. 53%.

So as summer approaches and brand marketers think about some of those old familiar pre-pandemic behaviors like travel and cookouts, connect on podcasts with those who are ready to party like it’s 2019.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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