Podcast “Super Listeners,” Americans 18+ who listen to five or more hours of podcasts weekly, are engaged more than ever with podcast ads according to the latest Super Listeners Study. Edison Research, the global authority in audio research, and Ad Results Media, an audio industry leader in branded personality-driven advertising, released the results of the third Super Listeners Study. Highlights from the latest research include:
According to Tom Webster, SVP at Edison Research, “It’s clear that podcasting’s most active consumers are both difficult to reach through traditional means of advertising, and also extremely receptive to the right message, in the right context, in their favorite podcasts. The podcast industry has an incredible opportunity to be a trusted means of access to an extremely valuable subset of consumers.”
Super Listeners often consume podcasts that include video.
- Over half (55%) of Super Listeners currently ever listen to podcasts through YouTube, and 20% listen to podcasts through YouTube most often, second only to Spotify (23%).
- Nineteen percent of Super Listeners say they discover podcasts most often through YouTube, ahead of recommendations from friends and family (17%) and searching the internet (13%).