Executive Summary:
Podcasts have solidified their role as an effective marketing platform, with 65% of U.S. adults tuning in within the past three months. According to AnalyticsIQ, 46% of podcast listeners reported discovering new brands or products through podcast ads, and 23% of listeners subsequently made a purchase based on these promotions. The most commonly purchased items from podcast ads include Food and Beverage (46%), Health & Wellness (40%), and Beauty products (26%).
The study, conducted online with a large, randomized sample, analyzed podcast listening trends across demographics. Generationally, 79% of Gen Z listeners lead podcast consumption, followed by Millennials at 76%, Gen X at 67%, and Baby Boomers at 49%. Gender also influences listening habits, with 68% of men and 62% of women being regular listeners.
YouTube emerged as the most popular platform for podcast listening, with 59% of listeners, followed by Spotify (44%) and Apple Podcasts (26%). Format preferences show a strong favor for conversational (62%) and interview-style (50%) podcasts, while Comedy (32%), True Crime (31%), and Sports (31%) are the leading genres.
The study highlights how podcasts are not only engaging listeners but also effectively driving brand discovery and influencing purchasing behavior across diverse audience segments.
