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True Crime Podcast Listeners More Brand-Receptive, Study Shows 71% Engagement Rate

Author

Miko Santos
December 12, 2024

Image: Sounds profitable

37% of female listeners engage with True Crime content each month, a number that is showing upward growth in this particular listenership. Of these listeners, 56% have a college degree or higher, with an average household income of $75,000 annually, and 71% actively seek out brand-focused podcast content.

This research continues to change how podcast advertising is approached, influenced by findings within the True Crime podcast landscape report. A new report, the 2024 True Crime Podcast Listener Landscape Report by Libsyn and Sounds Profitable, pegs True Crime as the fifth most popular podcast genre in the US, reaching about 42 million American adults.

The report, presented from industry experts in podcasting, market research, and media analysis, shows the genre's popularity among American adults.

The Key Points:

  • True Crime has captured 16% of American adults, or 42 million listeners, in monthly consumption.

  • Female listeners show a greater percentage listening to True Crime, 37%, compared to Comedy at 34%, and News at 27%.

  • This is a diverse genre, as 21% of the Hispanic/Latino segment and 16% of Black listeners have a keen interest.

  • The average household income among the listeners of True Crime is $69,368, higher than that of the general population.

  • 71% of listeners are open to brand-focused podcast content-a great basis for advertising

Why It Matters: This research revolutionizes our understanding of podcast advertising effectiveness, revealing that True Crime listeners are not passive consumers but an engaged, diverse, and affluent audience that is actually seeking brand connections. The insight is particularly valuable to advertisers looking to connect with an engaged audience that fits their target demographic and provides a unique opportunity for them to raise brand awareness and customer engagement.

The Big Picture: For podcasters and producers, this research offers unprecedented opportunities for growth and monetization. They can use high engagement rates and demographic diversity to attract premium advertisers and grow loyal audiences. Such industry validation of True Crime as a major advertising platform may even spur increased investment in the quality and quantity of production and content creation. The success of the genre with females and multiple different demographics now gives content creators and advertisers the opportunity to tell inclusive stories and use targeted marketing to engage these audiences more effectively.

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