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The Pandemic Increased Podcast Listenership

· Time to read: ~1 min

This is an archived page from 2021. Find out more

Jacobs Media released their 2021 Tech Survey of 470 radio stations with over 42,000 surveys from core radio listeners and they found that 12% of their audience is listening to more podcasts than they did before the pandemic started.

Here are some of their key findings of podcast listening habits amongst radio listeners:

They found that of the 12% of people that are listening to more podcasts than before the pandemic started, half of them listen to streaming audio daily.

  • 78% of smartphone owners connect their smartphone to their car to listen to streaming audio while 4% of that usage is on podcasts.
  • The percentage of people who listen to podcasts weekly has grown from 26% percent to 29% percent.
  • 40 percent of that podcast listening audience prefers to listen to live host ad reads as opposed to pre-recorded ones while 34% of them skip the ads almost all of the time, 17% skip them most of the time, and 21% skips them some of the time.
  • 30% of their radio audience now spends less time listening to the radio because of podcasts.

You can see the webinar for their full report here.

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