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Westwood One has released the results from its latest podcast study. The network has been conducting what it calls the “Podcast Download” study for the last three years. The study found that despite the growth of recorded ads, listeners prefer host-read ads, more women are tuning in to podcasts, and live events are becoming bigger.
The study was created in conjunction with consumer research company MARU/Matchbox. The study of 601 people was done online. They were: Adults over the age of 18, who all spent at least one hour listening to podcasts within the past week, and were not employed in the advertising, public relations, marketing, market research, radio, television, digital, or podcasting industries.
The surveys were conducted between July 29, 2019 and August 10, 2019.
It’s important to keep in mind, as a podcaster, that studies show that recorded ads in podcasts are on the rise, however, listeners prefer host-read ads. One of radio’s big criticisms is that there are too many ads. One of podcasting’s strengths is that there are not. 
Women continue to close the gap in podcasting, according to the study, in terms of growth in time spent with podcasts and in the number of new podcast listeners. For the second consecutive year, podcast listenership is up among women. Compared to July 2017, weekly female podcast listeners are spending 23% more time with podcasts. This growth in time spent is 3X that of total weekly podcast listeners. Weekly female podcast listeners have downloaded 13% more podcasts and they listened to 15% more podcasts compared to July 2017. 
Take your show on the road. Podcast events are a huge growth opportunity for content providers and advertisers, according to the Westwood One survey. Podcast listeners are willing to travel, intend to go to more events, and are open to spending. These podcast event-goers skew male, Millennial 18-34, and are heavy podcast and audio users. One out of five heavy podcast listeners (19%) reported attending a live podcast show. Fifty-two percent of podcast event-goers are willing to travel over 25 miles to see a live show. Event-goers are willing to spend an average of $42 for tickets.
You can download the full report HERE.