Research from Edison [PDF] shows that it’s not just white people listening to podcasts anymore. Ten years ago three quarters of the audience were white. Now it’s more diverse.
In 2008, podcast listeners were 73% white, even though white people only account for 58% of the U.S. population. But now it’s different, and the diversity of podcast audiences now closely matches that of the diversity of the United States.Meanwhile, 36% of the U.S. have never heard of the term “podcasting”, 44% listen to them, and 26% have listened to one in the past month. There’s also a correlation between podcast listening and the amount of education you have. The research also breaks it down by gender: 24% of women listen to podcasts compared to 27% of men.