20 Stats that Make the Marketing Case

20 Compelling Statistics About B2B Podcasting

Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world really want one other assume piece, weblog submit, or webinar about the potential? Don’t individuals get it already?

I hear you, theoretical reader. And but, I persevere. 

B2B podcasting at this time is the place content material advertising was a decade in the past. It’s rising as a advertising self-discipline. People are beginning to get refined about deploying and measuring podcasts. We’re seeing new instruments to make it simpler to launch, promote, and monetize. And regardless of the 1000’s of hours of audio on the market already, there’s no signal that the market is satiated. 

I imagine that when you’re not already fascinated with podcasting in your B2B model, you have to be. But if my stunning phrases can’t persuade you, let the information inform the story:

B2B Podcasting: 20 Stats that Make the Case

These statistics come from 5 totally different reviews, all launched in the final yr. When you take a look at all 5 collectively, the image is evident: We’re nowhere close to peak podcast, and model content material is the subsequent frontier.

Podcast Listenership Just Keeps Growing

Podcasting is a development medium. More individuals are listening now than ever earlier than. But what’s really spectacular is what number of listeners are new to the medium. Even although podcasts have been round since the early 2000s, they’ve solely reached a mass market viewers in the previous couple of years.

1: Nearly 1 / 4 of all listeners began in the previous 6 months. (2)

2: Globally, 36% of the sampled inhabitants has listened to a podcast in the final month. (1)

three: 51% of the U.S. inhabitants over 12 has listened to a podcast. (2)

four: 32% of the U.S. inhabitants over 12 has listened in the previous month (90 million individuals). (2)

5: 22% of the U.S. inhabitants over 12 pay attention weekly (60 million). (2)

6: 62.6% of respondents stated they hearken to extra podcasts now than they did a yr in the past. (three)

7: Only three.1% stated they pay attention lower than they did a yr in the past. (three)

In abstract: Podcasts proceed to draw new listeners to their current viewers of 90 million individuals month-to-month. And, most promisingly, those that pay attention are way more seemingly so as to add new podcasts than reduce down.

Podcasts proceed to draw new listeners… And, most promisingly, those that pay attention are way more seemingly so as to add new podcasts than reduce down. @NiteWrites #B2BPodcasting Click To Tweet

Podcast Listeners Are Demographically Valuable

Okay, so hundreds of thousands of individuals are listening to podcasts. But are these individuals a worthwhile target market for B2B entrepreneurs? 

The reply could fluctuate relying in your most respected viewers, in fact. But most B2B entrepreneurs are excited about concentrating on millennials. A latest survey discovered that at the least 73% of millennials are concerned in services or products determination making at work, with 33% reporting they’re the sole determination maker at their firm. 

Basically, when you’re making an attempt to affect B2B purchases, millennials matter. And podcast listeners are disproportionately prosperous, social media savvy millennials:

eight: 50% of listeners beneath 35 have listened to a podcast in the final month. (1)

9: 41% of podcast listeners make $75ok a yr or extra, in comparison with 29% of the common inhabitants. (2)

10: Podcast listeners usually tend to be lively on social media throughout channels and extra prone to comply with corporations and types. (four)

Podcast Listeners Are More Likely To Follow Companies and Brands on Social

Read: How to Promote Your B2B Podcast

Podcast Fans are Devoted Listeners

According to Google’s 2018 benchmarks, the common time on web page for content material from most industries is between two and three minutesMarketers can definitely make an impression in that period of time. Even fifteen seconds is effective to a savvy marketer with hook and powerful CTA. But podcast listeners spend a fantastic deal extra time with audio content material:

11: 76.eight% hearken to podcasts greater than 7 hours every week. (three)

12: 61.2% spend extra time listening to podcasts than watching TV. (three)

13: 52% of month-to-month listeners hearken to the entirety of every episode. (2)

14: 70% of listeners say that, at the least generally, they do nothing else whereas listening to podcasts. (2)

As that final statistic reveals, podcast listeners aren’t the distracted, multi-tasking people we would have imagined they’re. If the materials is participating, they’re prepared to dedicate their consideration. Speaking of which…

Podcast listeners aren’t the distracted, multi-tasking people we would have imagined they’re. If the materials is participating, they’re prepared to dedicate their consideration. @NiteWrites #B2BPodcasting Click To Tweet

Podcast Fans Want to Learn (In a Fun Way)

Back in the early days, podcasts had been — in the finest sense of the phrase — geeky. They had been for extremely techy varieties to share data, train and study. While purely entertaining podcasts have seen loads of success, at the root of it podcasts are a super medium for studying. 

People don’t simply hearken to podcasts for enjoyable. The overwhelming majority wish to really feel smarter at the finish of each episode. 

Think of all the material experience in your organization. Now multiply that by the influential visitors (e.g. your clients, prospects, and business specialists and friends) you’ll invite on to share their experience.  It’s straightforward to see how a model podcast can deliver instructional worth to an viewers that’s able to study.

15: 74% say they hearken to podcasts to study new issues. (2)

16: 71% say they hearken to be entertained. (2)

17: 59% say they take pleasure in podcasts as a result of they make them really feel smarter. (2)

74% of Podcast Listeners Listen to Learn New Things

The Business Podcast Market Is Ready for Lift-Off

There’s nonetheless an enormous untapped marketplace for useful, informative enterprise podcasts — precisely the sort that B2B manufacturers may develop, produce and promote. In reality, we will see that the advert income mannequin for podcasting is increasing to incorporate branded content material. Right now, branded content material continues to be a small share of general podcast promoting, however it’s rising quick. 

18: There are avid followers of enterprise podcasts in 13 million households. (four)

19: There are informal followers of enterprise podcasts in 52 million households. (four)

20: Branded content material has elevated from 1.5% to 10.1% of podcast promoting since 2016. (5)

What’s extra, podcasts provide a variety of content material advertising advantages, which may inform and bolster your broader digital advertising technique.

Don’t Be (Pod) Cast Aside

The podcast growth continues unabated — and it’s grown from a strictly novice platform to a classy content material advertising medium. B2B entrepreneurs who’re creating any type of audio content material ought to contemplate podcasting as a channel to earn consideration, deeply interact an viewers, and finally drive measurable enterprise outcomes.

Ready to supply your individual podcast? Check out our webinar on the four P’s of Podcasting.


  1. Reuters Institute Digital News Report 2019
  2. The Podcast Consumer 2019
  3. Podcast Trends Report 2018
  4. Nielsen Marketers Guide to Podcasting
  5. IAB Podcast Ad Revenue Study for 2019

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