Last week, a colleague sent you a link to the latest episode of his favorite comedian’s interview podcast. Today, your neighbor urged you to check out her 12-year-old son’s live-streamed food pod, where he reviews pizza toppings alongside his crew of familiar neighborhood rascals.
If the best ability is availability, then podcasts are currently the Cal Ripken Jr. of the media landscape: Omnipresent, inexhaustible and increasingly sponsored by wellness supplements.
Podcasts haven’t just hit the big leagues, they’ve become a pervasive part of the average American’s entertainment diet. Luminate Insights found that approximately 40% of the U.S. population listens to podcasts, with over a quarter (26%) tuning in weekly and 9% even making it a daily ritual. As for who’s listening, weekly listeners tend to skew slightly male (57%, compared to 43% female) with strikingly symmetrical participation across the generational spectrum. Remarkably, regular listenership proves to be just as common among ages 55 to 64 as it is with ages 13 to 24. Interestingly, weekly podcast listenership is also more prevalent among each upward level of income/affluence as well.
Perhaps most compelling is the undeniable link that exists between podcasts and music fandom. Simply put, podcast listeners are incredibly passionate about music. They’re four-quadrant consumers who hit the bullseye in all the right spots. In fact, Luminate’s study found that more than a quarter (28%) of all weekly podcast listeners are music superfans, a +40% greater likelihood to hold this distinction when compared to the general population. And so it’s not surprising that over half (52%) of these weekly listeners pay for music streaming services (+45%), and more than 70% identify “availability of podcasts” as an important factor when choosing a platform. They’re also considerably more likely to buy physical music (+27%) and attend live music events (+62%) as well.
Socially, weekly podcast listeners serve as tastemakers who champion their favorite content, as 41% say they influence their friends’ lifestyle choices and taste in things like music (+32%). They also show a greater likelihood to actively seek out new and emerging artists (+30%), which – given their evangelical tendencies – make them effective vehicles for helping break new artists and songs. Unsurprisingly, their passion doesn’t necessarily end with the music itself. They crave deeper, more intimate connections with artists and hunt for other ways to engage with them on a more personal level (+26) – like watching interviews on Marc Maron’s WTF podcast or listening to them break down their latest track on Song Exploder. For these listeners, music isn’t just background noise – it’s a full-fledged experience.
Looking forward, the intersection of fandom between podcasts and music is poised to grow even stronger. And so much like Ripken’s legendary streak, podcasts have secured their place in the cultural lineup, offering a dynamic, high-value channel for connecting with today’s ever-expanding community of music fans.
SOURCE:
Luminate Insights Music 360 Study
