One of the keys to success for content creators and producers in the podcasting industry is understanding the podcast listening audience. To that end, we are proud to share some data from the Black Podcast Listener Report 2.0 from Edison Research with SXM Media and Mindshare USA:
43% of the Black 18+ population in the U.S. are monthly podcast listeners. That number is five points higher than the number of the overall 18+ population who report monthly podcast listening, 38%. It’s also up from 36% of the Black U.S. population 18+ who said they listened to a podcast in the last month in 2021.
The percentage of the 18+ Black population who are monthly podcast listeners has increased nine points from 2020 to 2022, outpacing the growth among the total U.S. population.
Findings from the Black Podcast Listener Report 2.0 are going to be shared in an online presentation this afternoon (Wednesday, February 22) by Edison Research Senior Director of Research Gabriel Soto; Nidia Serrano, Vice President of Sales and Marketing at SXM Media; and Alexis Reza, Associate Director of Communication Planning at Mindshare. You can register here for the 2PM ET presentation, or you can visit www.edisonresearch.com later this afternoon to download the presentation or view the recording.
For analysis from SXM Media on the Black Podcast Listener Report 2.0:
Next week! Join us for The Infinite Dial® 2023
Register now for The Infinite Dial® 2023 from Edison Research with support from Amazon Music, Wondery and ART19. The Infinite Dial is the longest-running survey of digital media consumer behavior in America, tracked annually since 1998. This year the findings will be presented by Edison Research Vice President Megan Lazovick, with Wondery’s General Manager Jeanine Wright.