Written by Shawndra Russell
Local Creatives & Entrepreneurs Have an Ear for Podcast Production
As the co-host of two new local podcasts—The Great Reset, which is dedicated to discussing the micro and macro implications of COVID-19 and the cracks in our society being revealed, and The Creative Hub Studios Podcast, where my business partner and I discuss all things branding, creativity, and design—I have a particular interest in podcasting. That’s why it was heartening to learn that podcast listenership is on the rise, with more than 50% of homes—some 60 million households—tuning in, 24% listening to podcasts weekly as reported by Podcast Insights. For a little perspective, Convince & Convert reports that nearly four times more people listen to podcasts every week than watched the Game of Thrones final season premiere. And listeners tend to be wealthier, with 41% being part of households that make more than $75,000 a year, a quality of life threshold only 29% of the population achieve.
As they did with technological advancements of yore, including the internet, smartphones, and social media adoption, young people under the age of 34 make up the largest community of podcast listeners, with 48% of this demographic listening to at least one podcast per month—typically many more—in comparison to 32% of 35-54 year olds and 20% of folks 55 and up. Most heavy listeners listen while they’re at work, in transit, or while exercising, but half of all podcast listening does in fact take place at home. Perhaps one of the most surprising stats? Comedy is the top podcast genre, followed by education and news. Another shocker: 93% of fans listen to all or most of an episode, indicating that loyalty is high among podcast listeners.
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