podcast-listening-growth-continues:-mobile-app-usage-up-60%-since-january-2018,-study-finds

Podcast mobile app usage has risen 60% since January 2018, and the sector’s growth is expected to continue as 45% of listeners said they plan on tuning into more podcasts in the future, according to a study conducted by Adobe Analytics.

Discovery and growth. The study, which combined survey information from 1,008 U.S. respondents and Comscore data comprised of 193 million monthly unique visitors to U.S. mobile apps (between January 2018 and May 2019), found that 41% of podcast discovery occurs through online sources such as blogs and articles.

comedy, educational, history and true crime/documentary. Video game and discussion panel podcasts were among the least popular categories.

Ad effectiveness. The majority (60%) of listeners surveyed said they looked up a service or product after hearing it advertised on a podcast, and 25% reported that they ended up making the purchase.

Spotify or third parties such as Nielsen, advertisers have more targeting capabilities to help them get closer to the listeners that are most likely to be interested in their products or services.



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