PODCASTS BY THE NUMBERS

Every year we at Midroll conduct the industry's
largest survey of podcast listeners.

We do this to give our advertisers useful and practical audience demographics for every show we represent.

This helps advertisers home in on the specific audiences
that best match their target markets, and gives us an
exclusive snapshot of the podcast audience as a whole.

Podcast listeners are

DIVERSE + REPRESENTATIVE

As the podcast audience grows it is diversifying, looking more
like the demographics of the United States as a whole.

PODCAST AUDIENCE

U.S.A DEMOGRAPHICS

  • CAUCASIAN/EUROPEAN
  • LATINO/A/HISPANIC
  • AFRICAN-AMERICAN
  • ASIAN-AMERICAN
  • PACIFIC ISLANDER
  • NATIVE AMERICAN

PODCAST LISTENERS ARE EDUCATED

Half the podcast audience has a bachelor's or
higher degree. And they read... a lot!

  • 53 percent

    spend at least $132 ANNUALLY on books and e-books

  • 28 percent

    spend at least $300 ANNUALLY on books and e-books

  • 32%

    listen while
    they workout

  • 37%

    listen while taking public
    transporation

  • 52%

    listen in the car

  • 46%

    listen while
    traveling

  • PODCAST LISTENERS ARE mobile

  • 40%

    listen while walking,
    running and biking

Podcast listeners are loyal When podcast listeners subscribe to shows, they stick with them.

61%

THEY’RE Engaged

Not only do podcast
listeners hear ads, but
they also respond to them.

report buying
something they
heard about on
a podcast ad.

Podcast listeners have

DI$PO$ABLE INCOME

22% HAVE AN ANNUAL HOUSEHOLD INCOME
OF $100,000 OR MORE.

EVERY MONTH

  • 44% buy gluten free
  • 53% buy pet supplies
  • 62% buy nutritional supplements
    and vitamins
  • 53% buy beer, wine or liquor

EVERY YEAR

  • 34% spend at least $300 on ticketed
    entertainment
  • 35% spend at least $300 on home
    entertainment subscriptions, like
    Netflix, Hulu or Spotify
  • 57% spend at least $600 on dining out
    (17% spend more than $1800)

FINDING DESIRABLE AUDIENCES

Here's where things get interesting. Midroll's industry-leading demographic data help us
identify podcasts with very desirable audiences.

  • For each of the following shows, more
    than one-third of the audience has a

    household income
    over $100,000
    per year:

  • More women
    are listening to
    podcasts, and
    these are some of
    their favorites.

    Women make up more than two-thirds
    of the audience of these shows

  • African-Americans are a growing
    podcast
    demographic,
    and make up
    the majority of these podcasts' audiences:

  • the most desirable
    age demographic

    For these shows more than three-quarters
    of listeners are aged 18-34.

  • most loyal
    and attentive

    More than two-thirds of listeners to these
    shows listen to most or all episodes

  • And more than 75%
    of these shows'
    audiences bought
    something from a
    podcast ad

  • leaders and
    decision makers

    Podcasts are popular
    with today's leaders and
    decision makers.

    At least one-third of these shows' listeners
    are managers, directors, or executives:

  • leading the trends

    Sales of gluten-free foods
    GREW 34% from 2009 - 2015.*

    At least one-quarter of these shows' listeners
    buy gluten-free foods every month.

    * According to Packaged Facts report Gluten-Free Foods in the U.S., 5th Edition

REACH THE MOST AWESOME AUDIENCES TODAY

Midroll is trusted by top brands to deliver the best podcast ads
and amazing customer service.

Thanks to Midroll's extensive portfolio of top-quality shows, coupled
with our deep audience analytics, we can match great brands to great podcasts.
That's why advertisers keep getting great results, and why 98 percent of our podcast advertisers become repeat buyers.

CONTACT MIDROLL
TO GET STARTED

Let us help make podcast ads work for you.

BUDGET $10,000 to $20,000