Intelligence
Who Listens to Podcasts Anyway?

Intelligence

Who Listens to Podcasts Anyway?

May 24, 2007By Michael Stoner

There’s some interesting data in this post on Podcast User Demographics at eMarketer. Did you know, for example, that in October 2006, households with incomes >$100K accounted for 24% of Internet users, but 31% of iTunes podcast downloaders? In fact, there’s a big market among 35–54 year‐olds for podcasts, on many topics.

One of eMarketer’s analysts points out:

One of the medium’s strengths is that regular followers are hugely interested in the topic of a given podcast, be it comics or cash management, allowing for a deeper host‐listener (and therefore brand) relationship than is possible with a general audience – or a composite picture of one.”

Of course, just because someone has downloaded a podcast doesn’t mean that he‐or she-will listen to it. Good content and relevance are keywords here, just as they are in other media. And I feel compelled to add that these are national figures, so downloading of your institution’s podcasts may vary. A lot.


  • Michael Stoner

    Michael Stoner Co-Founder and Co-Owner Was I born a skeptic or did I become one as I watched the hypestorm gather during the dotcom years, recede, and congeal once more as we come to terms with our online, social, mobile world? Whatever. I'm not much interested in cutting edge but what actually works for real people in the real world. Does that make me a bad person?