Podcasting: An Exploding Market

Description

SYNOPSIS:

This study examines the podcast market. Topics include household audio equipment adoption; consumer podcast behavior across various platforms, and genres (e.g., hours spent listening per week); consumer spending on podcast content, equipment, and production; user experience and discovery sources; and segmentation by podcast listeners and producers (both professionally and personally).

ANALYST INSIGHT:

"Podcasts have a unique ability in building trust and loyalty. Relationships, even if they are one-sided, are developed over time." - Sarah Lee, Research Analyst, Parks Associates.

Methodology and Key Terms

Key Terms and Definitions

Executive Summary

Devices Used to Listen Digital Music
Percentage Listening to Audio for at Least 1 Hour
Use of Free Music Service by Age Groups
Use of Paid Music Service by Age Groups
Podcast Platforms User Experience
Ways to Discover New Podcasts
Podcast Production Activities in the Last 12 Months
Number of Listeners/Viewers Per Episode Produced
Primary Purpose for Producing Podcasts
Podcaster Average Spend Per Year Compared to Average Revenue Per Month Among Podcasters That Spend or Make Over $0
Percentage Listening to Podcasts for at Least One Hour Per Week by Age
Podcast Production Equipment Purchase Intention

Audio Content and Services

Home Audio Device Ownership
Audio Device Adoption by Smart Speaker and Smart Display Ownership
Audio Device Adoption by Podcast Listener
Audio Device Adoption by Podcast Creator Type
Audio Devices Purchase Intention
Audio Devices Purchased in the Last 6 Months
Average Purchase Price for Audio Devices

Audio Behaviors

Weekly Hours Spent Listening to Audio
Percentage Listening at Least One Hour Per Week to Audio Sources by Age
Average Weekly Hours Spent on Audio Activities by Age Groups
Devices Used to Listen Digital Music

Audio Behaviors: Free Music Services

Use of Free Music Service
Use of Free Music Service by Age Groups
Use of Free Music Service by Income
Use of Free Music Service by Adoption Segments
Average Weekly Hours Spent on Audio Activities by Free Music Service
Use of Free Music Service by Device Used
Use of Free vs. Paid Music Service by Device

Audio Behaviors: Paid Music Services

Use of Paid Music Service
Use of Paid Music Service by Age Groups
Use of Paid Music Service by Income
Paid Music Service Adoption by Tech Affinity
Use of Paid Music Service by Device
Average Weekly Hours Spent on Audio Activities by Paid Music Service

Audio Behaviors: Podcast Content

Frequency of Listening/Watching Podcast by Content
Podcast Genre Listened to at least Monthly by Age
Podcast Genre Listened Monthly by Gender
Apps/Websites Used to Access Podcast
Most Frequently Used Apps/Websites to Access Podcast
Podcast Genre Listened Daily by Platform Used
Ways to Discover New Podcasts
Monthly Spending on Podcast Subscriptions
Average Monthly Cost for Podcast by Platform Used
Podcast Platforms User Experience
User Experience with Podcast Apps/Websites

Producing Podcasts

Podcast Production Activity in Past 12 Months
Primary Purpose of Podcast Production
Equipment Used for Podcast Production Among Podcast Prosumers
Podcast Production Equipment Purchase Intention
Cost for Podcast Production/Promotion Within Last 12 Months
Average Cost for Podcast Production/Promotion Among Those Spending More Than $0
Percent of Podcasts That Spend $0
Podcast Monthly Revenue by Business Channels
Average Revenue Per Month Among Those Earning More Than $0
Percent of Podcasts That Earn Money
Areas that Podcasters' Intend to Invest for Podcast Improvement
Number of Listeners/Viewers Got for Each Episode of Podcast
Podcast Monthly Revenue Average by Number of Listeners/Viewers
Podcast Publishing and Distribution Platforms
Podcast Monthly Revenue Average by Distribution Platforms
Number of Listens/Views Per Episode by Distribution Platform