MARKETING
38 Podcast Stats That Advertisers Need to Know in 2022
If you’re interested in pursuing a podcast advertising strategy to connect with millennial or Gen Z customers but aren’t sure if the right opportunities exist for your company, check out this list of podcast advertising stats.
With these tactics, you can identify podcasters with a price-point and audience target that makes sense for your brand. Then, you can work with them and leverage their expertise by sponsoring the content they’ve made. Alternatively, you could also create a native ad that aligns with their discussion topics.
We’ll cover podcasting’s biggest marketing opportunities, where podcasting is headed, and the demographics who tune in the most.
Table of Contents:
Podcasts and Advertising
- In 2022, 82% of marketers plan to continue investing the same amount or increase their investment in podcasts or other audio content. (HubSpot)
- Podcast ad spending is expected to hit $1.74 billion this year. (Statista)
- 39% of Information Technology companies plan to leverage podcast advertising in 2022. (HubSpot)
- The average podcast ad slot costs between $10 to $50, with additional premium fees for shows with high listenership. (HubSpot)
- 18% of U.S.-based companies plan to leverage podcasts and audio content in their marketing strategies. (HubSpot)
- 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts. (Edison Research)
- 38% of marketers working for retail companies say podcast advertising is the media channel with the biggest ROI. (HubSpot)
- Podcast advertising revenue is expected to pass $2 billion in 2022. (IAB Podcast Ad Revenue Report)
Podcast Growth
- In 2021, there were over 2 million active podcasts. (Podcast Insights)
- By April 2021, there were over 48 million podcast episodes. (Podcast Insights)
- Monthly podcast listeners grew by 6.1% to 125 million listeners in 2022. (eMarketer)
- 73% of Americans age 12 and up have listened to podcasts in the past month. (Buzzsprout)
- Between 2021 and 2022, the number of people over the age of 12 in the U.S. who listened to podcasts increased from 57% to 62%. (Edison Research)
Podcast Demographics
- Roughly 79% of people over the age of 12 in the U.S. are familiar with podcasts. (Edison Research)
- 53% of podcast listeners are men. (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 income of $75,000 per year. (Buzzsprout)
- The biggest increase in podcast listenership in the past year has come from those in the 12-to-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 Insights)
- Roughly 30% of people learn about podcasts from online search while about 20% of listeners say they hear about them from other friends or word of mouth. (Buzzsprout)
- Podcast listeners are more likely to own a smart speaker. (Buzzsprout)
- Podcasts are the number one audio source by time of consumption among 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)
- Roughly 50% of customer service reps 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’d be more likely to share podcasts with friends if they were able to share one short segment or highlight of it, rather than an entire episode. (EX-IQ)
- In 2021, dynamic ad insertion accounted for 84% of podcast advertising revenue. 40% of podcast ads were host-read. (IAB Podcast Ad Revenue Report)
- The amount of branded content in podcasts increased by nearly 82% between 2020 and 2021. (Chartable)
Considering podcast advertising?
As you’ve seen from the stats above, podcasting is growing in popularity — especially among younger generations. And while it is often considered a form of “entertainment,” podcast content can be incredibly versatile.
For example, although millennials or Gen Z listen to podcasts that feature interviews with big celebrities, they’ll also listen intently to smaller shows that educate them about new trends or news that impacts their life or career.
Because there are so many podcasts, and so many listeners with buying potential, you might want to consider podcast sponsorships in your future advertising plan.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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