Podcasts Podcast listenership among millennials and Gen X will continue to grow. As a medium of consumption, it puts the method of delivery in the consumer’s control. In fact, 69 percent of podcasts are consumed on a mobile device, and consumption via smart speaker is growing as well. Additionally, Podcast sponsorship presents an opportunity to reach radio listeners without having to commit dollars to airtime.1 Mastercard will sponsor podcasts in genres ranging News, True Crime, and Business & Technology. Potential podcasts include The Daily, Serial, Getting Curious with Jonathan Van Ness, This American Life, The Foodcast, and How I Built This. Key Insights » Experience oriented listener base2 » Audience is consolidated between age 25 and 50 » 45 percent of listeners have a household income of $75,000+1 » 85 percent of listeners are have attended college, and are active on social media1 » Peak listening times fall around am drive, pm drive, and evening
1. edisonresearch.com
21 2. nielsen.com
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