Podcasting Is Where Most People Get Their News.
More than 40% of people surveyed say they get their news from podcasts.
The Pew Research Center has an interesting fact sheet that shows that about 42% of those surveyed get their news in some way from podcasts.
When it comes to news specifically, around a third of U.S. adults (32%) say they get news from podcasts at least sometimes, including 10% who say they do this often. This share has grown since we began asking Americans about podcasts in 2020, when 22% said they got news from podcasts at least sometimes.
This was quite evident in the last US presidential election where podcasting played a pivotal part in getting this current administration to power.
Say what you will, but podcasting has gone mainstream. When legacy media is having trouble staying relevant, podcasts are booming.
What Does This Mean For Marketers?
Getting your ads in front of the right demographic is now easier than ever for marketers. Find a relevant podcast to what you're marketing and sponsor the show.
There are risks associated with this tactic, but on the whole marketers who aren't looking at podcasts as a viable place to spend their advertising dollars are missing the boat.
According to the Pew study:
Just over half of U.S. adults (54%) say they’ve listened to a podcast in the past 12 months, a slight increase since we first asked this in 2022 (49%). Younger people are far more likely to listen to podcasts, with 67% of those ages 18 to 29 saying they listened to a podcast in the past 12 months, about twice the share of those ages 65 and older (33%).
This shows that the podcast medium is a great way to get in front of a younger set of listeners. So brands looking to get this demographic involved with their brand should absolutely be sponsoring relevant podcasts.
Since the younger generations listen more to podcasts and didn't grow up consuming legacy media as much as the older generations, this is a clearly a market set for disruption.
Younger Americans are more likely than older adults to get news from podcasts. Around four-in-ten U.S. adults under 50 (39%) say they get news from podcasts often or sometimes, compared with 24% of those ages 50 and older. Across all age groups, the share of adults who get news from podcasts has grown since 2020.
But it has to be remembers that the younger consumers are also much more jaded and selective in what they consume. So making sure the message is on point every time is extremely important.
As a marketer are you looking to get in front of your target audience though podcast? Let me know in the comments.
🎙️Announcing The Podcast Mastery Community 🎙️
The news and content consumption landscape has shifted—and podcasts are leading the charge.
Younger generations aren't just occasionally listening to podcasts for news and information—they're abandoning traditional media for them. If you're not leveraging this medium, you're missing out on one of the most powerful ways to build your personal or professional brand.
Here's the problem: most people start a podcast without a roadmap. They waste months figuring out what works through trial and error, or worse—they give up entirely.
I've spent over 15 years in the podcast industry, watching it evolve from a niche hobby to a billion-dollar ecosystem. And here's what I know for certain: the podcasters who succeed don't go it alone. They learn from others who've already navigated the challenges, avoided the pitfalls, and cracked the code.
That's why I created the Podcast Mastery Community on Skool—a space where you can learn alongside experienced podcasters, get real feedback, and fast-track your success.
Whether you're launching your first episode or looking to grow your existing show, this is where your podcast journey truly begins.
Join the Podcast Mastery Community today and stop guessing your way through podcasting.
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