Podcasts Are The New Black

It’s been widely acknowledged that podcasts have hit a tipping point. Usage is growing across all demographics, even older ones initially more resistant to the medium. And media companies are responding with content galore. As of December 2019, it was reported there are over 800,000 shows and over 30 million podcast episodes available — up more than 60% from just 18 months earlier. It would seem that all one needs to do is launch a podcast and start reaping the benefits.

However, a study we fielded among affluent respondents (note: household income $125k+) in Q3 2019 suggests nuances podcast providers need to know to ensure success with consumers and advertisers. While podcasts are hot, understanding the important differences across listeners’ gender and generation can make or break your podcast strategy.

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