It’s Not Just White People Listening to Podcasts Anymore

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.

[Click Farms Manipulate Apple’s Top Podcasts List]

Podcast Diversity

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.

[Apple Investigates Reports of Listener Drop-off in Apple Podcast Analytics]