Luminate

Podcast 360: U.S. 2022

Released June 2022

$10,000

Leveraging the latest consumer insights, Luminate shares a full analysis of the U.S. podcast market. This report shares a full suite of data alongside tailored recommendations that you cannot find anywhere else.

Allowing unprecedented insight into this podcast market, this report covers listener demographics, behaviors across and outside of podcasts (music genres, entertainment activities, live events, social media, and more), partnership opportunities, and more.

Using these insights, you will be able to fully engage with the podcast consumer, develop strategies that work for your business, and build a foundation to reach as many fans as possible.

Details

Topic:

U.S. Podcast Landscape

Who was surveyed (Source):

U.S. General Population (13+)

Sample Size:

3,000 Podcast Consumers in the U.S.

When was the survey taken:

5/1/22 - 6/1/22

Length of Report:

89 slides

Trend & Freq of report:

Annual

Social Platforms Included in Survey:

Facebook, Instagram, Snapchat, Twitter, Reddit, Pinterest, TikTok, Triller, Twitch, YouTube, Patreon, Kickstarter, Indiegogo

DSPs Included in Survey:

YouTube Music Premium, Spotify Premium, Pandora Plus/Premium, Apple Music, Amazon Prime Music (comes with Prime subscription), Amazon Music Unlimited, iHeartRadio Plus, iHeartRadio All Access, SiriusXM Essential/Premier, Google Play Music, SoundCloud Go/Go+, Tidal Premium/HiFi, Napster, LiveXLive Plus/Premium

Festivals Included in Survey:

N/A

Televised Shows Included in Survey:

N/A

Insight Categories

Audio Ecosystem

  • Consumption across popular audio activities including: podcasts, music, audiobooks, talk radio, music radio and guided meditation.
  • Time spent and share of time
  • Money spent and share of spend
  • Device usage

Engagement

  • Frequency (e.g. daily, weekly) and time of day (e.g. weekdays, weekends, morning, afternoon)
  • Share of time listening actively vs. passively in the background
  • Listening occasion (e.g. driving, exercising, working)
  • Listening alone vs. with others
  • Post-listening behaviors (e.g. post a rating, review podcast, discuss with friends, follow on social media)
  • Preferences and attitudes (e.g. binging, celebrity interest, trust of host)
  • Device usage
  • Audio & video podcast adoption journey

Video Podcasting

  • Video audience breakdown (e.g. demographics, interests, service subscriptions)
  • Listening vs. watching interest
  • Engagement with visual podcast media (e.g. time of day, occasion)
  • Drivers for watching content (e.g. technology, ease of use)
  • Role video plays in the broader audio ecosystem

Podcast Content Selection

  • Top genres
  • Discovery sources
  • Typical format (e.g. series, live talk, ongoing, scripted vs. non-fiction)
  • Episode length
  • Number of shows listened to in a week
  • Motivations for listening (e.g. to learn something new, to relax & calm myself)
  • Functional features (e.g., availability in high quality, free/unpaid access, offline listening)
  • Most recalled podcasts
  • Shows listenership

Platforms

  • Platform awareness and usage (e.g. Spotify, Apple, Twitch, Stitcher)
  • Subscriptions types
  • Platform usage drivers
  • User satisfaction
  • Platform perception

Host/Personality

  • Engagement with show/hosts on social media, membership, and video platforms (e.g. Instagram, Twitch, YouTube, Patreon)
  • Types of accounts followed (e.g. hosts, producers, show, media company)
  • Power of host recommendation
  • Importance of host interaction functionality

Entertainment Interests

  • Entertainment interests (e.g. sports, music, games, e-sports)
  • Monthly music spend
  • Streaming services subscribed to
  • Music genre fanship
  • Film & TV genre fanship
  • Likelihood to watch if favorite podcast were turned into a TV show or movie
  • Social media and social audio platform usage

Events

  • Attendance and future intent
    • Live shows
    • Virtual/live streamed shows
  • Merch purchasing at events
  • Live streaming platform use (e.g. Facebook live, YouTube live)

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Request access to demo Music Connect, our subscription-based platform that holds industry-standard and verified music sales, streaming and airplay data.

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Interested in Luminate Music?

Request access to demo Music Connect, our subscription-based platform that holds industry-standard and verified music sales, streaming and airplay data.

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Inquire about our verified film & TV metadata and DEI entertainment information and resources.

Interested in Luminate Insights?

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