Women are catching upin the podcast environment. The heavy female podcast listener is a desirable target for advertisers.
•More podcast listeners are becoming heavy usersof the medium. There is double digit year over year growth among the heaviest podcast listeners.
•Time spent with podcasts is growing across the board.
•Smart speaker adoption for podcast listening is on the rise, especially among women and Boomers.
•Podcast listeners say they listen to podcasts immediately after it is downloaded.
•Podcast listeners will accept between two and four ads per podcast, depending on the podcast’s length. Heavy podcast listeners are willing to hear more ads.
•Podcast ad exposure impacts purchase behavior and social media behavior greater among heavy podcast listeners
•Podcast listeners prefer multiple ad breaks for 60-minute podcasts. For shorter podcasts, listeners prefer just one break.
•Most podcast listeners prefer ads voiced by the show’s host over traditional ads, yet heavy podcast listeners are more accepting of pre-produced ads.
