Edison Analysis and SXM Media, residence to audio apps Pandora and Stitcher, launched The Girls’s 2022 Podcast Report, outlining how the gender hole in podcast listening is closing and the way girls are extra receptive to adverts on female-hosted podcasts.
In keeping with 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% over the past 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 carefully mirrors the U.S. inhabitants.
The report surveyed 1,500 Individuals in August, and the information 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 habits in America.
“There’s a number of false impression,” mentioned 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. “Once we take a look at prime exhibits 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.
Girls are additionally extra prone to hearken to a extra various vary of genres. As a style, comedy leads total, adopted by 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 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, based on Media Screens. This consists of the two million new subscribers gained in April after the host promoted anti-vax conspiracies and used racial language in February, based on 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, based on SXM. The podcast has greater than 500 million downloads since its begin in December 2017.
Girls are extra receptive to adverts on female-hosted podcasts
From an adverts perspective, the analysis discovered 41% of respondents usually tend to take into account 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 means for a podcast to achieve reputation amongst girls. The examine exhibits 73% of ladies’s prime discovery sources for brand new podcasts to hearken to are family and friends.
“There are girls which can be sharing podcasts as a result of they thought another person would really like the host or would really like the subject … there’s actually sturdy numbers for emotional causes for sharing which we thought was fascinating,” mentioned Paris.
In keeping with the report, 55% of respondents really feel it’s vital that podcasts embody unfiltered conversations that may’t be heard elsewhere, and 4 in 10 say it’s vital that podcasts talk about taboo or controversial matters.
That is SXM and Edison’s first report on feminine listenership and is identical staff behind the Black Podcast Listeners Report from final 12 months, based on Paris.
