2021 Podcast Statistics Miniseries: Stats For Podcast Marketing

The Q'd Up Podcast on Podcasting

On this episode of the Q’d Up Podcast on Podcasting, we’re back with part 2 of the podcast statistics miniseries.

Jay (PodVader) and John are back with special guest Dr. John Sullivan, a professor of Media and Communications at Muhlenberg College, to break down some of the key stats in The Infinite Dial study and how they can be applied to podcast marketing. From the social media platforms people are using to the demographics that make up podcast listeners, knowing your audience is essential to properly promoting your podcast. John, Jay, and Dr. Sullivan also discuss how the medium has grown and what podcast statistics point to potentially even more growth in the next year.

Show highlights:

Introduction

2 million podcasts! (1:18)

Apple Podcasts has officially passed the 2 million mark. Jay, Dr. Sullivan, and John discuss the meteoric rise and what we could see over the next year.

2021 Podcast statistics: Social media (7:23)

As The Infinite Dial study shows, the use of TikTok is up but all platforms still fall underneath the behemoth that is Facebook. Dr. Sullivan and Jay discuss how to use that information to better market your podcast.

2021 Podcast statistics: Listener demographics (13:06)

As Jay notes, while listening is up compared to previous years, the growth has come among younger users while the middle-aged group has actually fallen. However, Dr. Sullivan explains how the coronavirus pandemic might have skewed those stats. The guys also break down how the increase in certain demographics really points to something even bigger.

2021 Podcast statistics: The trouble with surveys (17:26)

Dr. Sullivan explains how surveys aren’t necessarily a perfect way of determining certain metrics.

2021 Podcast statistics: Live stream podcast (21:23)

Jay found the number of people watching live streams fascinating. Dr. Sullivan broke down how a live stream podcast could fit certain audiences and how radio might want to look to podcasting for building and engaging with their community.

2021 Podcast statistics: Apple vs. Spotify (29:40)

Dr. Sullivan believes Apple might have nearly reached the top of their potential growth, leading to apps like Spotify potentially becoming even larger in the near future. But as Jay points out, podcasting might just be tied to Apple Podcasts.

2021 Podcast statistics: Cars (37:58)

As expected, The Infinite Dial study said car usage was down dramatically during last year’s coronavirus pandemic. It’s a spot Dr. Sullivan believes could have immense growth, especially if voice assistants begin getting added to cars.

2021 Podcast statistics: Diversity in podcasting (43:22)

According to several studies and surveys, podcasting is more diverse than the population of the United States. Dr. Sullivan is excited about that diversity because it means podcasting is reflecting the shift of the country itself and what that means for the continued growth of the medium.

Links:

Q’d Up

Pod Vader - Twitter

Pod Vader - Email

Pod Vader - Linked In

John - Email

John - Linked In

Edison Research - The Infinite Dial 2021

Tom Edison - The State of Podcast Listening for 2021

Dr. John Sullivan - Muhlenberg College website

Dr. John Sullivan - Twitter