Live From Podcast Evolutions

By now you know that I love talking about the importance of your station doing podcasting - because it is important. If you were at NRB two weeks ago, you may have noticed an astonishing number of new podcast venders and booths in the expo (usually it’s just a couple); clearly podcasting is a “thing” (as the kids say). Well, this week at Podcast Evolutions in LA, podcasting is not so much a thing, but king!

While here I was able to attend Tom Webster’s yearly Infinite Dial and I thought I’d share some of the highlights that are worth mentioning:

• TikTok is a “thing” too, like a big thing, we all should be marketing there yesterday. TikTok is #2 after FB for ages 12-34, beating out Instagram
• 100MM Smart speakers owned against 130MM US household which means the market is pretty much saturated <\li>
• 39% of US population no longer has a radio in the home
• Music Social Media like Clubhouse has 1% use compared to all social media, if your marketing team is like, “We need to be there,” I’d say not yet.
• 73% of Americans or 209 million people listen to online audio - biggest gainer were the 35+ demos
• 50% co-listening to online audio - this is interesting for a number of reasons as we cannot attribute and/or monetize added listeners to online audio (yet)
• AM/FM down 8% to 73% listening
• Podcast up 3% to 32%
• 79% or 226MM know of Podcasting
• Overall listening up 5%, or 177 million people have listened to at least one podcast
• compared to last year, monthly podcast listening is down 3% (Covid bump), but against 2020, it is up 1%
• Podcast listening in the 35-54 demo is up 4%

Have a great day and remember, podcasting is a thing, and in your market it may very well be a huge opportunity to introduce God’s mighty love to that one person suffering today.