The podcast industry is buzzing with many recent announcements focused on a variety of companies and celebrities investing in the market. To help businesses understand this booming sector, MRC Data just launched the first-ever Podcast 360 report, an in-depth look at consumers’ behaviors, attitudes and preferences for engaging with podcasts, as well as other audio content such as music, radio and audiobooks.
The recent MRC Data study reveals that one-third of the general population (age 13+) has listened to podcasts in the past year and, more importantly, that podcasts come in second for share of audio spend. When looking more closely at key audiences, millennials are highly engaged with audio entertainment, spending more in a typical month and more likely to listen to podcasts than the average consumer.
Download these exclusive insights to uncover what listeners are looking for, what drives discovery and what opportunities exist in the podcast and audio landscape.