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 base 2 » 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 media 1 » Peak listening times fall around am drive, pm drive, and evening

1. edisonresearch.com 21 2. nielsen.com