2021 Podcast Stats You Need to Know from NPR & Edison Research
Wondering if now is a good time to start a podcast? Spoiler: It is, and podcast stats from NPR and Edison Research’s The Spoken Word Audio Report prove it. On Podcasting Step by Step, I dive into the details.
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In March of 2020, there was a lot of panic about the effects of the Covid-19 pandemic on podcasting. Would people still listen if they didn’t have a commute to work?
In the beginning, listenership did seem to waver as people adjusted to their quarantines and lock downs, but podcast listening bounced back, and in fact, had its best year ever. More on that in a minute.
But first, The Spoken Word Audio Report is not just about podcasting.
What’s spoken word audio?
Spoken word audio is pretty much everything we choose to listen to that’s not music. For example:
Radio shows, including interviews, news, and sports
Podcasts
Audiobooks
How many people are listening to spoken word audio?
A lot more people listen to music than listen to spoken word, but spoken word listening has gone up by 30% over the last six years; 8% in the last year alone.
So if people are listening to more spoken word, does that mean they’re listening to less music? Yes, in the last six years, music listening has gone down 8%, while spoken word listening has gone up by 30%. But don’t worry about the musicians, 74% of audio listening still goes to music, compared to 26% for spoken word.
About 75% of Americans listen to spoken word on a monthly basis; 43% on a daily basis. And those daily listeners are listening for around two hours, about have to spoken word, and the other half music.
Most spoken word is still being consumed on the radio, but podcast listening has grown steadily throughout the years. Six years ago, podcast consumption made up 8% of spoken word audio listening, and today it’s 19%.
When it comes to podcast listening, in 2020 55% of Americans have said they’ve listened to a podcast, which is the highest level ever.
The importance of SEO
When asked how people discover new spoken word audio shows, the top response was ‘through an internet search,’ with recommendations coming in second. This means our SEO needs to be on-point.
Are you using key words in your show notes that your ideal listener would be searching for?
Are you producing episodes on the kind of content they’re seeking?
The top topics people say they listen to are news, music, and comedy.
More women are listening to spoken word audio, as well as younger people and African-Americans and Latinos.
There’s been an 83% increase in listening by those ages 13-34.
57% increase in listening by women.
47% increase among Latinos, and a 125% increase among African-Americans.
Spoken word is a good use of time
Compared to five years ago, 87% of people say they’re listening to the same amount or more of spoken word. 45% say they’re listening to more.
The majority of survey participants said that listening to spoken word audio was a productive use of time, more so than listening to music or watching TV/streaming video. And they say that spoken word audio “engages your mind in a more positive way than other media does.”
Podcasts are especially important during Covid-19
The people Edison and NPR interviewed said they find podcasts comforting. They want a break from all the negativity in the news and to feel less alone. Podcasts are an escape. People are listening more for personal growth, to improve their mental health, and to feel more connected to something bigger.
Podcasts also make learning more accessible. Respondents said they love that they can multitask while listening, all on their schedule.
Are you about to launch your podcast and are looking for a media host? Buzzsprout is my top recommendation. As a listener to Podcasting Step by Step, you can try it for free and get a $20 Amazon gift card if you sign up for a paid plan using my partner link.