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Online Radio/Podcasts continue to Grow - Pew Research Report Review

Title:  Audio and Podcasting Fact Sheet Download

Published by/Authors:   Pew Research Center  Elisa Shearer

Gated: no

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Why It’s Important:

“Online listeners, from mobile phones in cars (not to mention other locations) continues to grow substantially.  As one of the longest running Radio/Podcast in B2B (7 years) SLMA Radio (Funnel Radio Channel) has seen a growing increase in professionally produced and moderated podcasts that now compete with webinars and other digital forms to reach their audiences.”

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Highlights:  The audience for terrestrial radio remains high and steady. 91% of American Listeners 12 years old and older tuned into terrestrial radio in any given week in 2016. 

The authors quote Infinite Dial by Edison Research and Triton Digital (conducted January/February each year) that the portion of the public listening to online radio is growing.

  • 61% in 2017 (ages 12 and older) has listened to online radio in the last month
  • 53% in the last week
  • Four in ten Americans (12 and older) have listened to a podcast
  • 24% in the last month
  • In 2017 40% of U.S. Cell phone owners have listened to online radio (podcast) in a car using a phone
  • NPR Podcasts rose from 2.5 million in 2015 to 3.5 million in 2016

There is an economics section discussing revenue streams.

SLMA Comment

Online listeners, from mobile phones in cars (not to mention other locations) continues to grow substantially.  As one of the longest running Radio/podcast in B2B (7 years),  SLMA Radio (Funnel Radio Channel) has seen a growing increase in professionally produced and moderated podcasts that now compete with webinars and other digital  forms of reaching their audiences.

No doubt, podcasting and the availability of podcasters to broadcast at specific times (hence the radio analogy) is growing because of the low entry cost for podcasting and the large audience potential.   Many radio/podcasters are pleased with a few hundred listeners per show and ecstatic when they get thousands who listen and learn from their 15 minutes to one-hour programs (5, 15 and 30 minute programs seem to be a sweet spot).

Podcast directories direct listeners: iTunes, Stitcher and B2B Podcast Directory (newest). 

Recommended for: 

  • President
  • C-Level Folks
  • CFO
  • CSO
  • Sales Management and Salespeople
  • CMO
  • Marketing Operations
  • Content Management and Creation
  • Product Management

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Find Out More

This fact sheet was compiled by Elisa Shearer, who is a research analyst focusing on journalism research at Pew Research Center.

Read the methodology.

Find more in-depth explorations of audio and podcasting by following the links below.

Elisa Shearer

PUBLICATIONSAUGUST 7, 2017

Hispanic and African American News Media Fact Sheet

News media made by and for the two largest racial/ethnic minority groups in the United States – blacks and Hispanics – have been a consistent part of the American news landscape.

STATE OF THE MEDIAJUNE 16, 2017

Audio and Podcasting Fact Sheet

The audio news sector in the U.S. is split by modes of delivery: traditional terrestrial (AM/FM) radio and digital formats such as online radio and podcasting.

PUBLICATIONSFEBRUARY 9, 2017

How Americans Encounter, Recall and Act Upon Digital News

A unique study of Americans’ online news habits over the course of a week provides a detailed window into how Americans learn about current events in the digital age.

PUBLICATIONSJULY 7, 2016

The Modern News Consumer

Digital innovation has had a major impact on the public’s news habits. How have these changes shaped Americans’ appetite for and attitudes toward the news?

PUBLICATIONSMAY 26, 2016

News Use Across Social Media Platforms 2016

A majority of Americans get news on social media, including 18% who do so often. News plays a varying role across the nine social networking sites studied.

PUBLICATIONSFEBRUARY 4, 2016

The 2016 Presidential Campaign – a News Event That’s Hard to Miss

About nine-in-ten Americans learn about the election in a given week. But they are divided on what type of news source – from television to digital to radio to print – they find most helpful.

PEW RESEARCH CENTERAUGUST 19, 2015

Methodology: How do Americans use Twitter for news?

PUBLICATIONSJULY 14, 2015

The Evolving Role of News on Twitter and Facebook

Americans are more likely to get news on Twitter and Facebook than ever before. Our new study explores the similarities and differences in the role of news on these two social networks.

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This review was conducted independently without the advice or consent of the publisher.    

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