3 Things Marketers Should Know About Podcast Consumers


Podcasts have become an increasingly popular form of news and entertainment outlet, and the latest MRI Omnibus recontact study introduced a category of data focused specifically on podcast listening behaviors and attitudes – all linked to MRI’s Survey of the American consumer. According to MRI-Simmons data, 23% of adults ages 18+ (that’s 57.9 million sets of ears) report that they’ve listened to a podcast in the last 30 days. In a given week, 85% of podcast enthusiasts are listening to at least one program while 40% are listening to 3 or more.

In this brief report, we break down the characteristics of the American podcast consumer, and identify 3 things marketers should know about this growing and influential audience.