Podcasts are resonating with various audiences – Nielsen

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The rise in podcast reputation over the past decade has successfully modified the panorama of the whole market. And the booming curiosity in new, participating content material has confirmed to be a horny choice amongst media consumption—notably for various audiences.

Nielsen’s Seen on Display screen 2021 report examines the significance of amount and high quality of on-screen illustration for various identification teams. Particularly, how and the way usually totally different identification teams present up in content material—and the place throughout the storyline or topic—issues. But, a lot of at present’s media nonetheless facilities on one perspective or expertise, with illustration usually addressed as a complement to a primary story or main character. As individuals search for content material to precisely articulate and illustrate their lived expertise, there are a burgeoning variety of choices, particularly when you think about audio platforms. Importantly, for various audiences, podcast content material is resonating and an necessary medium. 

Nielsen Podcast Shopping for Energy knowledge exhibits:

  • Common variety of occasions per thirty days every identification group listens to a podcast: ranges from 9 to 12 occasions per thirty days between Asian American, Black, Hispanic, individuals with disabilities and LGBTQ+ podcast customers 
  • Common weekly hours spent listening to podcasts: roughly 3 hours for every group
  • What share of every identification group listens most frequently at residence: individuals with disabilities are the very best (67% hear most frequently at residence) with Asian People the bottom (43% hear most frequently at residence)

Beneath are the podcast genres most listened to by viewers:

Podcast usage among certain diverse audiences

Podcast reputation is rising


Simply as important because the Black hitmakers, is the neighborhood commentary that elevates them—a pattern that factors to why podcasts are rising in Black listenership and viewers funding. Black listeners are streaming audio greater than different audiences, whereas listening extra carefully when manufacturers attain out—averaging a 73% model recall for podcast adverts. 


Hispanics are a various intersectional group with totally different experiences, views and expectations. They need contemporary, significant, culturally related content material served up by means of trusted platforms. And podcasts at the moment are a go-to platform for Hispanics to search out that various content material reflective of their experiences—and the podcasters that greatest have interaction them. As such, podcast listening amongst Hispanics 25-39 has doubled within the final three years.  

Asian People 

From the distinctive Asian American expertise to related comedy, the supply of content material that culturally speaks to Asian People is a key cause the variety of podcast listeners has grown 5x over the past decade. Like in TV, information is among the many prime genres, and that is more likely to proceed as there may be nonetheless uncertainty in regards to the pandemic, together with Asian audiences staying tuned to the newest on the social justice motion. 

Podcast usage among certain diverse audiences

The transformation towards elevated engagement of podcasts over the past decade has created the chance for all audiences to search out extra content material that resonates. And whereas the constructive momentum of podcasting is engaging extra movie star involvement and even fueling authentic TV content material, podcasts are attracting huge advert {dollars}. The Interactive Promoting Bureau (IAB) is predicting that advert income will hit $2 billion by 2023, effectively above the $842 million generated final yr. 

Notably, podcast promoting—notably when learn by the host—drives stronger model recall punch than extra conventional types of ads. For instance, Nielsen’s Podcast Advert Effectiveness (PAE) options have discovered that host-read adverts drive a model recall charge of 71%, which subsequently creates excessive ranges of client curiosity, buy intent and suggestion intent. 

Specifically for various audiences, content material that connects isn’t simply on-screen; these audiences need to hear from trusted voices with comparable backgrounds or which have comparable pursuits. Most significantly, the subjects have to be inclusive and of curiosity—from credible sources with authentic voices. And as podcasts extra authentically attraction to a variety of audiences, manufacturers and businesses can monitor engagement with them and leverage focused alternatives inside their advertising methods and campaigns.

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