PodWires
Posts
🚀LGBT Audience Spends 48% More Time on Podcasts Than General Population

🚀LGBT Audience Spends 48% More Time on Podcasts Than General Population

June 13, 2024

Today’s email is brought to you by Empower your podcasting vision with a suite of creative solutions at your fingertips.

👋 I’m Miko and welcome back to Podwires.

Today’s issue takes 5 minutes to read.

I would like to thank everyone who has subscribed to Podwires for free or at a cost!

In order to compensate our devoted subscribers for telling others about our podcast newsletter, we are also developing a referral programme.

Please take the survey at the end of this newsletter to share your preferences with us. We love hearing from our subscribers. If you find our newsletter helpful or have a success story to share, we would love to publish your testimonial.

Whether it's a single sentence or a lengthy narrative, your input is valuable. Sharing your testimonial also helps others understand the benefits of our newsletter. We value your involvement in our community! Join us in shaping the future of Podwires by sharing your feedback.

Thanks to our amazing readers, we can keep offering free reporting. Please consider supporting Podwires if you can! As always, contact me via email, and don't forget to sign up for this newsletter here if you haven't already. Encourage a friend to subscribe as well!

Let’s dive in on today’s newsletter.

🎧 Podcasting: The Preferred Medium for Younger Generations
🎙️ Audio Content Engagement Surges During Active Hours
🚨 Podcast Insight: LGBT Audience Spends 48% More Time on Podcasts Than General Population
🌏 Podcast Recommendation: Louis Theroux Podcast
🌋 Take a Quiz : Are you ready to start creating innovative podcasts?
🛠️Podcast Events & Toolbox -

🎧Podcasting: The Preferred Medium for Younger Generations

The median age of U.S. linear primetime TV viewers is 64.6 years old, which is quite a bit older than the longtime sweet spot of adults 18–49. Steve Goldstein, the founder and CEO of Amplifi Media, cites research data when stating that podcast listeners are, on average, 34 years old. That's nearly 30 years younger than the median age of TV and newspaper audiences.

The Revelation

Similar changes in demographics are also happening in print media. For instance, the median age of readers of newspapers is sixty, while that of magazines is fifty-two. Goldstein cites research from Edison Research, MRI, Nielsen, and Signal Hill in a recent blog post. With a median age of 70 for MSNBC viewers, 69 for FOX News viewers, and 67 for CNN viewers, cable news is really feeling the impact of this shift in the population.

Podcasting is the new talk radio for younger listeners. The youngest show among the linear networks this past year was Bob's Burgers on FOX, with an average viewer age of 49.5. In fact, FOX is the youngest of the big four networks, at 58. CBS is the oldest, at 68. Podcasting has grown significantly in the past decade, especially in younger demographics where it exceeds AM/FM.

Podcasting: The Fountain of Youth

The rise of podcasting indicates a shift towards on-demand content consumption by younger generations, reflecting changing consumer preferences. Podcasting offers three distinct advantages that traditional media find challenging to replicate: intimacy with the audience, flexible content delivery, and audience loyalty.

This makes it an ideal platform for engaging storytelling, niche topics, and fresh takes. Advertisers are increasingly investing in podcast advertising due to its effectiveness in reaching younger audiences, as evidenced by recent studies. Podcasting provides a valuable opportunity for brands to engage with elusive younger audiences through tailored and engaging content, addressing the challenge of reaching them through traditional channels. Several recent studies show that podcast ads and sponsored content feel more personal and less intrusive than traditional media, which is often saturated with ads.

Steve Goldstein's conclusionTake advantage of the podcasting opportunity, as the landscape is changing fast and traditional media channels are losing their appeal. For many in the media, it's a scary time, but for podcasters, it's an exciting time. We are in the era of podcasting, where the future of broadcasting hinges on captivating younger audiences with compelling content.

Why does this matter?

Podcasting is a great way for brands to connect with younger, more engaged audiences in a way that feels personal and authentic. By embracing podcast advertising and sponsored content, companies can tap into this growing market and stay ahead of the curve in reaching consumers where they are most receptive.

Our Take : Podcasting offers brands a unique opportunity to establish personal connections with customers, fostering deeper relationships and loyalty. It's a great way to build trust and loyalty.

🎙️Audio Content Engagement Surges During Active Hours

SiriusXM Media, Publicis Media, and Edison Research have collaborated on a research project to understand the daily lives of Americans.

The RevelationShopping and buying activities predominantly take place outside the home, especially during the daytime window of 8 a.m. to 5 p.m., when people are more likely to be out and on-the-go. The window when Americans 18 to 54 are most likely to be out of home is from 10 a.m. to noon, which is also when visiting dining locations and running errands see their peak. Both in-person and online shopping reach their highest points during the morning and daytime hours, which may be unexpected.

On average, Americans aged 18-54 make two out of three purchases daily, including items such as food, groceries, beauty products, health supplies, pet items, and fashion products. One out of three people make spontaneous shopping decisions, run errands, and visit dining locations. Moreover, 25% of individuals visit Quick Service Restaurants (QSRs), while 15% prefer cafes, and another 14% opt for casual restaurants.

For Americans aged 18 to 54, audio ranks as the top media activity, with 95% engaging in some form of audio content daily. This percentage is higher than the engagement levels for browsing the internet, using smartphone apps, watching TV or video services, and scrolling social media. Audio content is accessible anytime, anywhere across various platforms, but the windows that are most popular for listening are the same times when people are on-the-go and making buying decisions, from 8AM to 5PM.

Study HighlightsAudio is a better way to reach people when they are out and about and making purchase decisions in the moment. By understanding the habits of Americans, advertisers can better target their audience and potentially inspire their actions. The research emphasizes the significance of daytime for reaching consumers during their activities outside the home, coinciding with events like dining, shopping, and errands, while specific content accompanies them during this period.

The Data and Sources

Over 2,200 Americans aged 18 to 54 took part in an online diary study where their daily activities were meticulously documented. The findings demonstrate that a significant number of customers engage in various activities during the day, such as shopping, running errands, and dining out.

Why does this matter:

Audio can reach lower-funnel consumers and motivate them to act after hearing an ad on the go. To maximise consumer impact, advertisers should strategically place audio ads during daytime hours. Brands can boost engagement and conversions with audio advertising during these crucial moments.

Our take :

By comprehending consumers' daily habits, advertisers can effectively target them with audio ads at the most opportune moments. This targeted approach can boost conversion rates and brand awareness among daytime active consumers.

💥 Attention, podcasters!

Introducing Podworks.io - the ultimate marketplace for taking your show to new heights. Experience a seamless platform that streamlines your podcast production process, empowering you to create professional-quality episodes with ease.

Effortless Collaboration: Connect with talented audio professionals who can elevate your podcast's production quality.
Comprehensive Services: From editing and sound design to marketing and monetization, find all the resources you need to thrive in one convenient place.

Join the thriving community of podcasters who trust Podworks.io to simplify their journey. Sign up today and unlock the full potential of your show!

🚨LGBT Audience Spends 48% More Time on Podcasts Than General Population

In honour of Pride month, this week's podcast insight uses Share of Ear® data to show how LGBT people use audio. LGBT listeners choose podcasts because they allow for personal expression, creativity, and individuality.

The Revelation

According to the latest data from Edison Research’s Share of Ear, individuals aged 13 and above in the U.S. who identify as LGBT spend 14% of their daily audio time on podcasts, amounting to 40 minutes per day. This daily listening amount is 48% higher than the 11% of their daily audio time that the overall 13+ population in the U.S. spends on podcasts, which is equivalent to 27 minutes.

The graphic above shows that LGBT listeners spend more time with audio daily, indicating a higher engagement level with audio content. Creators and advertisers should know that LGBT listeners age 13+ spend 16% more time daily with all audio sources than the general population does.

The Data and Sources :

Share of Ear® is a quarterly subscriber-based audio diary survey that tracks all audio consumed within a 24-hour period. It aims to understand the listening habits of participants in detail. Consumer characteristics like car model year, political party affiliation, and other demographic information are also revealed by the survey. Since 2014, Westwood One, Audacy, Spotify, Pandora, Amazon, and Apple have utilized Share of Ear® data to track Americans' audio habits, demonstrating the widespread industry application of this research.

Why does this matter :

Understanding the audio consumption habits of the LGBT community can help advertisers tailor their messaging effectively to reach this demographic with precision. This data offers valuable insights for brands seeking to connect with a diverse audience, enabling them to maximize their advertising efforts across a range of audio platforms.

👉 Get the latest news from Australia in a bite-sized report in 5 minutes. Click here to get started.

Podcast Movement just announced the first round of PM24 Speakers and panelists.
Spotify today announces that the third series of The Louis Theroux Podcast – presented by one of the UK's most loved and acclaimed interviewers, Louis Theroux – will launch this September.
Audio Publishers Association's Sales Survey by Toluna Harris Interactive showed 9% year-over-year growth in audiobook revenue to $2 billion in 2023.
IHeartMedia's Outspoken Podcast Network and Ninth Planet Audio are releasing an audio fiction series called Does This Murder Make Me Look Gay?! The narrative podcast features a star-studded cast of queer talent as part of a two-year first-look deal between the two companies.SUBMIT YOUR NEWSSend press releases to [email protected]. Editorially, we may rewrite headlines and descriptions.

Spotify today announces that the third series of The Louis Theroux Podcast – presented by one of the UK's most loved and acclaimed interviewers, Louis Theroux – will launch this September.

This section is updated on a regular basis. View more, feel free to add yours

June 28-30: Empowered Podcasting Conference - Charlotte, North Carolina, USA
June 26 : Foot In The Door - The University of Salford Student Union, University House, UK
August 19-22: Podcast Movement 2024 - Washington, D.C.
September 3: Podcast Day Asia - Kuala Lumpur, Malaysia
September 2 - 4 : Radiodays Asia 2024 - Kuala Lumpur, Malaysia

Visit podworks.io to post your upcoming events or job openings for free.

David Hoffman wrote a compelling article about the Great Unanswered Question in Branded Podcasting
In a blog post, Johnny Flores of Flores Podcast Productions provided us with advice on how to write proposals that are both compelling and clear in order to attract potential clients.
Apple Music vs. Spotify: Which music streaming service is the best? by Michael Bizzaco , Derek Malcolm and Amanda Blain
Joseph Liu shared with us the 10 Podcasting Lessons he Learned After 100 Episodes
Survey Finds Only 1 in 4 Indies Monetize Their Podcast, this according to Katie Paterson from the Podcast Host

Managing People to Managing Productions: A How to Guide for Editors and Producers with Mia Lobel $335 Class Starts: Sep 9
How to Pitch Podcast Executives and Get Your Show Made with TJ Raphael $335 Class Starts: Sep 9
From Idea to Launch: How to Create a Sustainable Podcast with Laurel Morales $335 Class Starts: Sep 17
Telling Vulnerable Stories with Ronald Young Jr. $370 Class Starts: Oct 2
Turning Dense Information Into Great Stories with Lewis Wallace $335 Class Starts: Oct 3
From Topic to Story: How to Find Characters and Narrative Arcs to Draw in Listeners with Sarah Esocoff $370 Class Starts: Oct 7
Body-Ody-Audio: How to Make Sensorial, Visceral Audio with Kristina Loring $370 Class Starts: Oct 8
Be So For Real: Interview Training for Producers, Hosts and Editors with Dom French $370 Class Starts: Oct 30
Fact Checking 101 with Jeanette Beebe $370 Class Starts: Nov 4
Mind Your Business: Podcast Monetization with Annalise Nielsen $335 Class Starts: Nov 5
Introduction to Story Editing with Willow Belden $335 Class Starts: Dec 2

🌟 Share Your Experience! 🌟

We are delighted to hear from our subscribers! We would be happy to publish your testimonial if you have found our newsletter to be helpful or if you have a success story to share.

👉 Post a Testimonial: https://testimonial.to/podwiresYour input matters, regardless of how long it is—a single sentence or an elaborate narrative. It also aids others in realising the advantages of our newsletter. We appreciate your participation in our community! 🙌

Welcome to the Podcaster Toolbox, a crowd-sourced resource for independent, DIY, and/or beginning home-based podcasters.

The Kangaroofern Media Lab team will review the resources submitted here and add them as soon as possible to the Podcaster Toolbox.

🏜️ Transistor.fm - is a powerful and simple podcasting platform. The ability to host multiple podcasts on one account makes it ideal for podcasters with multiple shows.
📢 Zencastr is an all-in-one podcast production suite that gives you studio quality audio and video without needing all the technical know-how.
🎙️ Acast - is a podcast hosting service that enables you to publish, share, and earn money from your podcasts.
🎧 Epidemic Sound - is a company that provides content producers with access to a sizable library of royalty-free music.
🔊 Soundstripe is a platform that offers thousands of royalty free music, sound effects, and video for your projects.
📼 Tubebuddy - is a complete tool for YouTube channel management and growth.
📹 VidIQ - is a website for learning that focuses on offering video tutorials and analytics to aid users in expanding their YouTube channels.
🪀 Swell AI turns podcasts or videos into transcripts, clips, show notes, articles, summaries, titles, newsletters, social posts, and more.
📬 SparkLoop is the fastest way to get a newsletter referral program — like TheSkimm and Morning Brew — up and running.
🎚️ Riverside is your online studio for high-quality podcast and video recording and editing.

The complete Toolbox can be seen at https://www.podworks.io/toolbox

👀 Employing? or trying to find a new job?

Do you need to hire for your podcast? Here's where you can post a job (for free). Come hang out with us at podworks.io if you are a professional podcast producer!

🎖️ How did you find the newsletter for today?

Now is the time to take a survey to determine what you want to read. To share how you found the Podwires daily today, click the link Above.

Are you ready to become a cutting-edge podcast producer?

The Podwires readers receive journalism free of financial and political influence.

We set our own news agenda, which is always based on facts rather than billionaire ownership or political pressure. Despite the financial challenges that our industry faces, we have decided to keep our reporting open to the public because we believe that everyone has the right to know the truth about the events that shape their world.Thanks to the support of our readers, we can continue to provide free reporting. If you can, please choose to support The Podwires

Reply

or to participate.