Edison Analysis and SXM Media, house to audio apps Pandora and Stitcher, launched The Ladies’s 2022 Podcast Report, outlining how the gender hole in podcast listening is closing and the way girls are extra receptive to advertisements on female-hosted podcasts.
In response to the report, greater than 1 in 3 U.S. girls (35%) over the age of 18 have listened to a podcast within the final month, which rises to as much as 67% during the last 5 years, representing almost 47 million girls. In 2017, solely 44% of U.S. girls over 18 listened to podcasts month-to-month. That determine rose to 48% in 2022, per the report, which extra intently mirrors the U.S. inhabitants.
The report surveyed 1,500 People in August, and the info was weighted to match age, intercourse and census area of the U.S. girls’s inhabitants and Infinite Dial 2022 podcast listening statistics, Edison’s frequent survey of digital media shopper conduct in America.
“There’s a whole lot of false impression,” stated SXM Media vp of gross sales analysis and analytics Melissa Paris, including that there are almost simply as many ladies podcast creators as there are males. “After we take a look at prime reveals within the Edison podcast ranker, over half have been both hosted or co-hosted by girls,” Paris added; feminine listenership and feminine podcast creators are rising on the identical time.
The report additionally finds that, in comparison with the U.S. feminine inhabitants, girls podcast listeners usually tend to be aged between 18 and 34, extra prone to have an revenue over $100,000 or extra, extra prone to be mothers and extra prone to have a university diploma. Nevertheless, the report finds there’s nonetheless extra to advertise podcast creation and listenership from girls of shade.
Ladies are additionally extra prone to take heed to a extra various vary of genres. As a style, comedy leads general, adopted by true crime, love and relationships, leisure and movie star, information, and wellness or self-improvement.
Regardless of the expansion of feminine podcast creators and listeners, male-dominated podcasts nonetheless take the lead this 12 months. Spotify’s unique podcast with Joe Rogan, host of the Joe Rogan Expertise, is the 2022 No. 1 podcast on the platform and on Edison’s ranker. The present averages about 11 million listens to an episode, with 71% of them being male-identifying, in keeping with Media Screens. This contains the two million new subscribers gained in April after the host promoted anti-vax conspiracies and used racial language in February, in keeping with the Hollywood Reporter.
The No. 2 present on Edison’s ranker is Crime Junkie, hosted by Ashley Flowers and Brit Prawat. The present can be the No. 1 podcast present amongst girls, in keeping with SXM. The podcast has greater than 500 million downloads since its begin in December 2017.
Ladies are extra receptive to advertisements on female-hosted podcasts
From an advertisements perspective, the analysis discovered 41% of respondents usually tend to contemplate a model listening to an advert on a podcast with a feminine host in comparison with different podcasts, and virtually half, 48%, of ladies listeners would really feel extra favorable a few model in the event that they knew it marketed on female-hosted or produced podcasts.
Phrase of mouth is the most well-liked method for a podcast to achieve reputation amongst girls. The examine reveals 73% of ladies’s prime discovery sources for brand spanking new podcasts to take heed to are family and friends.
“There are girls which can be sharing podcasts as a result of they thought another person would love the host or would love the subject … there’s actually robust numbers for emotional causes for sharing which we thought was fascinating,” stated Paris.
In response to the report, 55% of respondents really feel it’s essential that podcasts embody unfiltered conversations that may’t be heard elsewhere, and 4 in 10 say it’s essential that podcasts talk about taboo or controversial matters.
That is SXM and Edison’s first report on feminine listenership and is similar crew behind the Black Podcast Listeners Report from final 12 months, in keeping with Paris.
