Podcasts have become a powerful force in modern media, with over 70 million Americans listening each month. The MRI-Simmons Podcast Study delivers a comprehensive view of podcast listeners to help marketers tap into one of the fastest-growing and most trusted media ecosystems.
Understanding Podcast audiences
What the Study Covers:
The MRI-Simmons Podcast Study explores how U.S. podcast consumers discover, engage with, and respond to podcast content—across platforms, genres, and devices—while uncovering the motivations and behaviors that drive listening and advertising impact.
Key Benefits for marketers:
- Understand how consumers adopt and use podcast platforms and formats— from smart speakers to mobile apps—and how they access and interact with podcast content.
- Enhance your analysis with over 60,000 MRI-Simmons USA variables that connect podcast listening with broader media habits, brand affinities, and lifestyle traits.
- Develop smarter audio strategies with deep insights into motivations and behaviors, including listening frequency, topic preferences, and emotional engagement.
The full Podcast Study explores:
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Listening Behavior
- Frequency, time of day, and location of listening sessions.
- Preferred podcast length and emotional experience.
- Devices and platforms used (e.g., mobile, smart apps).
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Content Preferences
- 30+ podcast genres and topics.
- Listenership of 300+ individual podcast programs.
- Discovery methods for new shows.
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Ad Engagement & Brand Impact
- Listener attitudes toward podcast advertising.
- Actions taken after hearing ads.
- Financial support behaviors (e.g., subscriptions, donations).
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Audience Attitudes & Motivations
- Perceptions of podcast hosts, publishers, and platforms.
- Reasons for listening and emotional drivers.
- Trust, authenticity, and influence of podcast content.
Download the Podcast preview report to learn more.
