20 Stats that Make the Advertising Case

20 Compelling Statistics About B2B Podcasting

Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world actually need one other suppose piece, weblog publish, or webinar concerning the potential? Don’t individuals get it already?

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

B2B podcasting at the moment is the place content material advertising was a decade in the past. It’s rising as a advertising self-discipline. Individuals 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 hundreds of hours of audio on the market already, there’s no signal that the market is satiated. 

I imagine that should you’re not already desirous about podcasting in your B2B model, you ought to be. But when my lovely phrases can’t persuade you, let the info inform the story:

B2B Podcasting: 20 Stats that Make the Case

These statistics come from 5 totally different reviews, all launched within the final 12 months. If you take a look at all 5 collectively, the image is obvious: We’re nowhere close to peak podcast, and model content material is the following frontier.

Podcast Listenership Simply Retains Rising

Podcasting is a progress medium. Extra persons are listening now than ever earlier than. However what’s actually spectacular is what number of listeners are new to the medium. Although podcasts have been round because the early 2000s, they’ve solely reached a mass market viewers previously couple of years.

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

2: Globally, 36% of the sampled inhabitants has listened to a podcast within 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 within 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 12 months in the past. (three)

7: Solely three.1% stated they pay attention lower than they did a 12 months in the past. (three)

In abstract: Podcasts proceed to draw new listeners to their present viewers of 90 million individuals month-to-month. And, most promisingly, those that pay attention are much more seemingly so as to add new podcasts than lower down.
Podcasts proceed to draw new listeners… And, most promisingly, those that pay attention are much more seemingly so as to add new podcasts than lower down. @NiteWrites #B2BPodcasting Click on To Tweet

Podcast Listeners Are Demographically Beneficial

Okay, so hundreds of thousands of persons are listening to podcasts. However are these individuals a worthwhile audience for B2B entrepreneurs? 

The reply could range relying in your Most worthy viewers, in fact. However most B2B entrepreneurs are involved in focusing on millennials. A latest survey discovered that no less than 73% of millennials are concerned in services or products choice making at work, with 33% reporting they’re the only real choice maker at their firm. 

Mainly, should 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 below 35 have listened to a podcast within the final month. (1)

9: 41% of podcast listeners make $75okay a 12 months or extra, in comparison with 29% of the overall inhabitants. (2)

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

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

Learn: Promote Your B2B Podcast

Podcast Followers are Devoted Listeners

In line with Google’s 2018 benchmarks, the typical time on web page for content material from most industries is between two and three minutesEntrepreneurs can actually make an impression in that period of time. Even fifteen seconds is efficacious to a savvy marketer with hook and powerful CTA. However podcast listeners spend an ideal deal extra time with audio content material:

11: 76.eight% hearken to podcasts greater than 7 hours per 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, no less than generally, they do nothing else whereas listening to podcasts. (2)

As that final statistic exhibits, podcast listeners aren’t the distracted, multi-tasking people we would have imagined they’re. If the fabric is partaking, they’re keen to commit their consideration. Talking of which…
Podcast listeners aren’t the distracted, multi-tasking people we would have imagined they’re. If the fabric is partaking, they’re keen to commit their consideration. @NiteWrites #B2BPodcasting Click on To Tweet

Podcast Followers Wish to Study (In a Enjoyable Means)

Again within the early days, podcasts had been — in the very best sense of the phrase — geeky. They had been for extremely techy varieties to share information, train and study. Whereas purely entertaining podcasts have seen loads of success, on the root of it podcasts are a perfect medium for studying. 

Folks don’t simply hearken to podcasts for enjoyable. The overwhelming majority need to really feel smarter on the finish of each episode. 

Consider all the subject material experience in your organization. Now multiply that by the influential company (e.g. your prospects, prospects, and business specialists and friends) you’ll invite on to share their experience.  It’s straightforward to see how a model podcast can convey academic 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 get pleasure from podcasts as a result of they make them really feel smarter. (2)

74% of Podcast Listeners Listen to Learn New Things

The Enterprise Podcast Market Is Prepared for Carry-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 actual fact, we are able to see that the advert income mannequin for podcasting is increasing to incorporate branded content material. Proper now, branded content material continues to be a small share of total podcast promoting, nevertheless 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 supply a spread of content material advertising advantages, which may inform and bolster your broader digital advertising technique.

Don’t Be (Pod) Forged Apart

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 sort of audio content material ought to contemplate podcasting as a channel to earn consideration, deeply have interaction an viewers, and in the end drive measurable enterprise outcomes.

Prepared to provide your personal podcast? Take a look at our webinar on the four P’s of Podcasting.


  1. Reuters Institute Digital Information Report 2019
  2. The Podcast Client 2019
  3. Podcast Traits Report 2018
  4. Nielsen Entrepreneurs Information to Podcasting
  5. IAB Podcast Advert Income Examine for 2019

Supply hyperlink Advertising Ideas

20 Stats that Make the Advertising Case 1