38 Podcast Stats That Advertisers Need to Know in 2022


If you are interested in pursuing a podcast advertising strategy to connect with them millennial or Gen Z customers but you’re not sure if the right opportunities exist for your company, check out this list podcast advertising statistics

➝ Free Guide: How to Start a Podcast

Using these tactics, you can identify podcasters with a price point and target audience that make sense for your brand. You can then work with them and leverage their expertise by sponsoring the content they’ve created. Alternatively, you can also create a native ad that fits their discussion topics.

We’ll cover podcasting’s biggest marketing opportunities, where podcasting is headed, and which demographics are tuning in the most.

Table of contents:

Podcasts and Advertising

Podcast demographics

Podcast growth

Podcast listener behaviors

Podcasts and Advertising

Podcast Stats: 82% of marketers plan to continue investing in audio content

  • In 2022, 82% of marketers plan to continue to invest the same amount or increase their investment in podcasts or other audio content. (HubSpot)
  • Podcast ad spending is expected to reach $1.74 billion this year. (statesman)
  • 39% of IT companies plan to leverage podcast advertising by 2022. (HubSpot)
  • The average podcast ad space costs between $10 and $50, with additional fees for shows with a high audience level. (HubSpot)
  • 18% of US-based businesses plan to leverage podcasts and audio content in their marketing strategies. (HubSpot)
  • 54% of podcast consumers say they are more likely to consider brands they hear advertised on podcasts. (Edison Research)
  • 38% of marketers working for retail companies say podcast advertising is the media channel with the highest ROI. (HubSpot)
  • Podcast advertising revenue is expected to top $2 billion by 2022. (IAB Podcast Ad Revenue Report)

Podcast Stats: Podcast Revenue Growth

Podcast growth

  • In 2021, there were over 2 million active podcasts. (Podcast Insights)
  • As of April 2021, there were over 48 million podcast episodes. (Podcast Stats)
  • Monthly podcast listeners grew 6.1% to 125 million listeners by 2022. (eMarketer)
  • 73% of Americans ages 12 and older have listened to podcasts in the past month. (Buzzsprout)
  • Between 2021 and 2022, the number of people 12 and older in the US who listened to podcasts increased from 57% to 62%. (Edison Research)

Podcast demographics

  • Approximately 79% of people over the age of 12 in the US are familiar with podcasts. (Edison Research)
  • 53% of podcast listeners are male. (Edison Research)
  • 41% of millennials listen to podcasts weekly. (Jam Street Media)
  • 53% of men and 46% of women listen to podcasts in 2022. (Edison Research)
  • 66% of podcast listeners have a college degree and an average annual income of $75,000. (Buzzsprout)
  • The largest increase in podcast audience over the past year has come from those in the 12-34 age group. (Edison Research)

Podcast listener behaviors

  • 38% of people listen to podcasts monthly while 26% of people listen to podcasts weekly. (Edison Research)
  • While 49% of podcast listeners tune in from home, 22% listen in the car. (Podcast Stats)
  • About 30% of people learn about podcasts from online search, while about 20% of listeners say they hear about them from other friends or through word of mouth. (Buzzsprout)

People listen to all or most podcast episodes

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  • Podcast listeners are more likely to own a smart speaker. (Buzzsprout)
  • Podcasts are the number one source of audio consumed by podcast listeners. (Edison Research)
  • 50% of Podcast Super Listeners agree that podcast ads are the best way to reach them. (Edison Research)
  • Millennials and Gen Z are 5% more likely to listen to podcasts for professional reasons than older generations. (EX-IQ)
  • Approximately 50% of customer service representatives have listened to a podcast at work. (EX-IQ)
  • While 39.2% of people who listen to podcasts at least monthly listen via Apple Podcasts, 26.4% use Spotify. (Buzzsprout)
  • More than half of millennials listen to educational podcasts. (EX-IQ)
  • 62% of podcast listeners say they would be more likely to share podcasts with friends if they could share a short segment or highlight, rather than an entire episode. (EX-IQ)
  • In 2021, dynamic ad placement accounted for 84% of podcast advertising revenue. 40% of podcast ads were read by the host. (IAB Podcast Ad Revenue Report)
  • The amount of branded content on podcasts increased by nearly 82% between 2020 and 2021. (graphic)

Podcast Statistics: Number of branded podcasts per year

Considering podcast advertising?

As you have seen from the statistics above, podcasting is growing in popularity, especially among younger generations. And while it’s often thought of as a form of “entertainment,” podcast content can be incredibly versatile.

For example, while Millennials or Gen Z listen to podcasts that feature interviews with big celebrities, they will also listen intently to smaller programs that educate them about new trends or news that affect their life or career.

Since there are so many podcasts and so many potential listeners, you may want to consider podcast sponsorships in your future advertising plan.

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