In what is believed to be a first, a survey is showing a majority of Americans are consuming podcasts. Involved Media’s just-released research shows that thanks to the expanded reach of video, 51% of people it surveyed said they regularly consume podcasts. That includes 23% who listen to podcasts, 15% who watch podcasts, and 13% who listen and watch shows.
“We see weekly listening is by far the most common — about half of podcast listeners are listening a few hours a week. And that aligns with what we know about the average cadence of most podcasts,” said Tess Erickson, director of strategy and research at Involved Media. The survey reports nearly half (47%) of podcast listeners said they consume shows weekly, while a quarter (24%) listen daily and 29% listen to podcasts monthly. Erickson said that to account for what may be some confusion among video viewers about what they’re watching is or isn’t a podcast, Involved Media asked about their regular consumption habits to weed out a random video clip that might be construed as a podcast.
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