The first Acast Audio Intelligence Report shows that 23% of the population have listened to a podcast in the last month and on average, they spend more than 3.6 hours per week listening to podcasts.
The report, which will be released four times a year, will include proprietary insights into the voice industry and listening behaviour from the UK, US and eventually Australia.
Acast says the first iteration seeks to understand who today’s podcast listener is, as well as how podcast and audio advertising is better able to reach the coveted audience of the “Unreachables”, those choosy, on-demand media connoisseurs who know when they are being sold to ̶ and are more likely to seek ways to avoid it.
The research was conducted at the end of 2017 over a period of 10 days and 1,335 people in the UK were surveyed.
Key points include:
– 23% of UK people have listened to a podcast in the past month.
– Of those listening, 21% have started listening in the last 6 months
– On average, podcast listeners spend 3.6 hours listening to podcasts in a typical week
– Current podcast listeners tend to be younger, with 2/3 of new listeners aged 16-34
– 70% of listeners have heard podcast advertising and ¾ of those have taken action as a result
“This research is crucial to understanding where the industry is headed,” said Susie Warhurst, UK Director of Content. “The more we know about how people behave and what they think, the better we can make our offering. Acast is a data-driven organisation and this research with Ipsos will help make the industry better.”