Another study has come out showing that Americans like their podcasts, especially the avid fans known as Podheads.
The percentage of Americans who listen to
podcasts now stands at 56%, up from 46% in 2021, and 22% spend five or more hours per week with them, according to "The Podheads," a study by YouGov.
Earlier this week, Voices reported
statistics showing that 73% of consumers have listened to a podcast in the past 12 months.
The YouGov survey found that 62% of men are frequent podcast listeners,
versus 38% of women.
As for age, 37% of those aged 55+ are listeners. But only 13% are podheads, or total enthusiasts, compared to 30% of those in the 25-34
bracket.
Podheads tend to live in cities, work full-time on-site and have a four-year degree or higher.
Music is the top podcast genre listened to by
podheads (31.4%, up from 21.3% in 2021), while news and politics is a close second (31.2%, down from 39.8% in 2021).
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Meanwhile, 35% of podheads skip ads, finding them intrusive. Only 20% of
those in the general population agree.
But 20% of podheads do not find ads instructive, and they are interested in them. Only 9% of the general population concurs.
In addition, 21% find ads intrusive but listen to them anyway, while 16% do not find them interesting, although they don’t find them intrusive.
Meanwhile,
here are the brands most considered by podheads:
- Amazon Fresh
- La Marca
- YouTube TV
- 7-Eleven
- Whole Foods Market
- Zara
- Rocket League
- Tesla
- Assassin’s Creed
- Patagonia