Audioboom claims 68% of its podcast listeners are listening to less radio

AudioBoom

Podcast platform AudioBoom has released research into its listeners' consumption habits, painting a picture of the wider spoken-word broadcast industry.

The company surveyed more than 8,000 listeners across the US and UK, finding that on average they consume two hours of content per day, within the 25 and 44 age group.

More than two thirds (68%) said they are listening to less radio as a result of the draw their favourite podcasts have on them. Of this sample, 81% are listening on a smartphone, hinting that its shows are being consumed on the move.

Ruth Fitzsimons, senior vice-president of international operations and content partnerships at AudioBoom, said: “Unlike traditional radio, our listeners see the benefit in downloading their own content and having the option to listen to it when and where they want to.”

Continuing the assault on radio, AudioBoom’s figures said that 63% of listeners pay more attention to podcast ads than those on the radio; furthermore, 60% would buy a product they heard about in a podcast and 44% would tell friends or family about said item if it was relevant to them.

Rounding up the report, 93% of respondents claimed they finish a podcast once they start listening to it.

Fitzsimons added: “Unlike radio, where listeners tune in and out, these figures reveal podcasts listeners are a highly committed and engaged audience who give programmes their full attention. Advertisers are increasingly looking towards on-demand spoken word platforms to reach younger audiences as well as being able to target the right demographics for brands.”

AudioBoom reports that podcast consumption on its platform doubled in 2016. It hosts shows like Undisclosed, Athletico Mince, Untold and more.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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