Nielsen Releases Third Podcasting Today Report, Showing Growth In Listening, Number Of Shows

Report

The third edition of NIELSEN's Podcasting Today report shows major growth in both listening and the number of podcasts.

In the report, NIELSEN says that over half of daily listeners are listening more often and to more shows, while the number of shows and episodes have grown nearly 200% over the last two years. In addition, the report claims that podcast listeners are more likely to be planning a major purchase within 12 months, with 68% open to buying a new brand, dovetailing with NIELSEN Podcast Ad Effectiveness data finding aided brand recall of 71% for podcast ads and 56% of podcast listeners saying they pay more attention to host-read spots. The report also notes that podcasting's listener base has increased 40% since 2018, with over half of daily podcast listeners starting to listen in the last two years, and that podcast listeners are indicating that they are resuming pre-pandemic activities.

"NIELSEN’s unique suite of podcasting solutions enable brands and marketers to understand the behaviors of podcast listeners, which leads to reaching the right consumers and driving ROI,” said VP/Brand Impact Solutions ARICA MCKINNON. “The Podcasting Today report reveals the massive growth observed in podcast consumers and content, and the impact Nielsen’s podcasting solutions could have on brand awareness, audience reach, and overall engagement.”

Find the report here.

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