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Podcast Users: Highest in North America, Lowest in Asia

by Lillian Santos
Podcasts have diversified and customized listening modes, which gradually increase the number of users. The number of Podcast listeners is expected to exceed 420 million in 2022. (Photo via Pixabay.com)

In the past, people always received information through their eyes, but Podcasts opened up a new model for people to receive information through their ears. According to statistics for 18 countries, in 2021, the number of podcast listeners will increase to 383.7 million. Furthermore, it is estimated that in 2022, it will grow to 424.2 million listeners.

New York, NY(CTP News) – In the past, advertisements and product information mainly used “Visual Medium” to convey messages. However, as most people’s time is occupied by work or entertainment, they turn to “Auditory Medium” to absorb more information. In 2020, Americans will listen to about 6 Podcast channels on average every week, and the total listening time is an average of 6 hours and 39 minutes. In terms of economic output value, it is expected to exceed 1 billion U.S. dollars in 2021. In the United States, Podcast users account for 40.0% of Internet users, and the Asia-Pacific region only accounts for about 10%, but the number of users is also increasing year by year.

The communication media that countries are accustomed to using are different. According to a survey of Podcast users and penetration rates, Sweden’s penetration rate is second only to the United States. This year, 34.6% of Internet users will listen to podcasts. The adoption rate will be equally expected in Norway, Australia, Canada, and Spain. The number of podcast listeners in China and Brazil will rank second and third, respectively (85.6 million and 39.2 million, respectively). Although China’s podcast penetration rate is the lowest in Asia (accounting for 8.7% of Internet users), it is still an essential group in the podcast market due to its large population.

Although global podcast consumption intensity is relatively low, the number of Podcast listeners has increased year by year, making it one of the virtual channels for advertising. For example, in a survey of American podcast listeners in March 2021, 53% of respondents agreed or strongly agreed that after hearing the product promoted in the Podcast, they would search the Internet for more information about the product or service. In addition, 29% of respondents have purchased advertising products or services in stores or online, making podcasts more critical.

Podcasts, like other media, have fans of a specific age group. For example, 38% of 15-25-year-olds said they listen to podcasts every week, compared with 22% of adults aged 56 or over. The consumers who are most enthusiastic about podcasts are millennials. Among the 26 to 35-year-olds, 44% of them listen to podcasts every week. This data is related to Internet usage hours and economic capacity.

Different countries’ cultural and leisure preferences are other, and the types of podcasts popular among the people are also different. In the United States, the most popular genres are comedy, news, and actual crime. Stuff You Should Know, This American Life, Crime Junkie, The Daily are popular podcasts, and The Joe Rogan Experience is one of the most popular shows.

Modern times have become a generation of multi-media combinations, and podcasting is likely to develop into an essential medium for hearing. With the impact of the coronavirus pandemic and the popularity of the Internet, the number of podcast consumers has increased. Although there are differences in age and listening preferences, these podcasts have inevitably become an indispensable companion for many listeners in their daily lives.

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