Edison Analysis and SXM Media, house to audio apps Pandora and Stitcher, launched The Girls’s 2022 Podcast File, outlining how the gender hole in podcast listening is remaining and the way ladies are extra receptive to advertisements on female-hosted podcasts.
In keeping with the record, multiple in 3 U.S. ladies (35%) over the age of 18 have listened to a podcast within the remaining month, which rises to as much as 67% during the last 5 years, representing just about 47 million ladies. In 2017, simplest 44% of U.S. ladies over 18 listened to podcasts per month. That determine rose to 48% in 2022, according to the record, which extra intently mirrors the U.S. inhabitants.
The record surveyed 1,500 American citizens in August, and the information used to be weighted to compare age, intercourse and census area of the U.S. ladies’s inhabitants and Limitless Dial 2022 podcast listening statistics, Edison’s widespread survey of virtual media client conduct in The usa.
“There’s numerous false impression,” mentioned SXM Media vice president of gross sales analysis and analytics Melissa Paris, including that there are just about simply as many ladies podcast creators as there are males. “Once we take a look at most sensible presentations within the Edison podcast ranker, over part have been both hosted or co-hosted by way of ladies,” Paris added; feminine listenership and feminine podcast creators are rising on the identical time.
The record additionally reveals that, in comparison to the U.S. feminine inhabitants, ladies podcast listeners are much more likely to be elderly between 18 and 34, much more likely to have an source of revenue over $100,000 or extra, much more likely to be mothers and much more likely to have a school level. Alternatively, the record reveals there’s nonetheless extra to advertise podcast introduction and listenership from ladies of colour.
Girls also are much more likely to hear a extra numerous vary of genres. As a style, comedy leads total, adopted by way of true crime, love and relationships, leisure and superstar, 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 Revel in, is the 2022 No. 1 podcast at the platform and on Edison’s ranker. The display averages about 11 million listens to an episode, with 71% of them being male-identifying, consistent with Media Displays. This contains the two million new subscribers won in April after the host promoted anti-vaccine conspiracies and used racial language in February, consistent with the Hollywood Reporter.
The No. 2 display on Edison’s ranker is Crime Junkie, hosted by way of Ashley Flora and Brit Prawat. The display may be the No. 1 podcast display amongst ladies, consistent with SXM. The podcast has greater than 500 million downloads since its get started in December 2017.
Girls are extra receptive to advertisements on female-hosted podcasts
From an advertisements viewpoint, the analysis discovered 41% of respondents are much more likely to believe a logo listening to an advert on a podcast with a feminine host in comparison to different podcasts, and virtually part, 48%, of ladies listeners would really feel extra favorable a few logo in the event that they knew it marketed on female-hosted or produced podcasts.
Phrase of mouth is the preferred manner for a podcast to achieve recognition amongst ladies. The find out about presentations 73% of ladies’s most sensible discovery assets for brand new podcasts to hear are family and friends.
“There are ladies which can be sharing podcasts as a result of they idea any individual else would love the host or would love the subject … there’s actually robust numbers for emotional causes for sharing which we idea used to be attention-grabbing,” mentioned Paris.
In keeping with the record, 55% of respondents really feel it’s vital that podcasts come with unfiltered conversations that may’t be heard in different places, and 4 in 10 say it’s vital that podcasts speak about taboo or arguable subjects.
That is SXM and Edison’s first record on feminine listenership and is identical workforce in the back of the Black Podcast Listeners File from remaining 12 months, consistent with Paris.