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PTP Perspective

  • Writer's pictureTim Satterfield

Podcast Marketing Statistics, Consumption, and Behavior for Businesses

Podcasts growth continues in the audio space providing content across a wide spectrum of entertainment and information.

According to Edison Research's Spoken Word Audio Report, almost half (46%) of the U.S. population listens to spoken word audio daily. Spoken word audio listeners spend 47% of their time with AM/FM radio, 21% with podcasts, 11% with audiobooks, and 21% with other.

Spiralytics created a fantastic infographic providing perspective and guidance about podcast consumption, listener behavior, and trends that can help inform podcast marketing companies like Point-To-Point and podcast advertisers.

Podcast Marketing Statistics

  • In 2022, American marketers spent $1.73 billion on podcast ads (Statista)

  • Podcast ad spending will exceed $2.5 billion by 2024 (Statista)

  • By 2024, the podcasting industry will be worth $4 billion (IAB)

  • In 2021, pre-roll podcast advertising revenue share rose to 32% (IAB)

  • 55% of podcast ads last 16 to 30 seconds (IAB)

  • Branded podcast content increased by 82% from 2020 to 2021 (Chartable)

  • 51% of listeners pay attention to podcast ads more than ads from other media (Edison Research)

  • 56% of listeners consider purchasing after listening to a brand’s podcast ad (Edison Research)

  • 76% of listeners convert after hearing sponsored podcast content (National Public Media)

See the full infographic below and read the Spiralytics blog here.

Contact info: Tim Bronsil:, 513.702.5072


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