‘Podcast Heavies’: Multiplatform Media Users With Diverse Socioeconomic Characteristics.

Heavy podcast listeners are a diverse and engaged audience with a strong presence across various media platforms. While they’re more likely to be Millennials than any other generational bucket, they exhibit a wide range of socioeconomic characteristics and political ideologies as well as diverse media consumption habits.

These are among topline findings from the first in a three-part series from NuVoodoo Media Services exploring the world of “podcast heavies,” defined as those who listen to podcasts for 10 or more hours per week. The series examines the group’s unique characteristics, media consumption habits, and receptiveness to advertising and activation tactics.

Fielded in third quarter 2024, the survey reflects responses from 3,188 participants aged 14 to 64 nationwide.

Millennial-Centric And Male Skewing 

In terms of demographics, they’re decidedly Millennial-centric and male skewing with consumers ages 27-42 comprising the largest portion of heavy podcast listeners (46%). That is followed by Gen Z (24%) and Gen X (23%). There are also a few young boomers in the mix (7%) up to of the survey’s cut-off of age 65. The majority of heavy podcast listeners are male (59%), with females making up 41% of this group.

Heavy podcast listeners come from a wide range of household sizes. While 31% live alone, a significant portion (48%) reside in households with three or more people, and 44% live in households with at least one child under 19.

Financially speaking, podcast heavies run the gamut of income diversity. The majority (61%) earn $75,000 or less annually. Many within this group are facing financial pressures, with 51% reporting higher credit card debt this year. This financial context is likely influencing their consumer behavior, as evidenced by 58% cutting back on discretionary spending and 56% switching from brand-name products to store/generic brands.

However, there’s also a significant portion (37%) who report earning more than $75,000 annually. Furthermore, better than two in three of those earning more than $75,000 are significant earners of $125,000 or more. “This upscale segment, especially given our advertiser-demographic-focused younger-skewing sample, presents a valuable opportunity for marketers seeking to reach a higher-income demographic,” NuVoodoo VP Mike O’Connor says in a summary of the survey findings.

Heavy podcast listeners are also all over the map when it comes to political viewpoints. While a plurality (42%) identifiesas moderate, there’s a notable presence of both liberal (24% somewhat or very liberal) and conservative (33% somewhat or very conservative) listeners. “This diversity of perspectives highlights the broad appeal of podcast content and its ability to reach a wide audience,” O’Connor says. 

Multi-Platform Audience

Heavy podcast users are actively consuming audio and video content across a plethora of media platforms. Not just glued to their podcast apps, these listeners represent a truly multi-platform audience. 

Examining their audio consumption habits, the survey found three in four (76%) engage with music streaming apps like Spotify and Apple Music at least once a week. Two thirds (66%) listen to podcasts every day of the week – this includes those who use YouTube as their platform. Nearly six in ten (58%) tune in to FM or AM radio stations for music daily and 45% listen to talk shows on FM or AM radio stations daily.

Podcast heavies are also voracious consumers of video and social media. Two thirds (66%) spend more than four hours per week watching OTT platforms like Netflix and Hulu. Importantly, 66% also spend more than four hours per week on YouTube, suggesting a significant overlap with those who listen to podcasts daily. In addition, 71% spend more than four hours per week on social media platforms.

“This audience is actively consuming audio and video content across various platforms, providing ample opportunities for cross-promotion and discovery,” says O’Connor. “Consider promoting your podcast on social media, collaborating with other podcasters or radio shows, and exploring partnerships with music streaming services. Incorporating video and social media elements into your podcasting strategy can further enhance engagement and reach.”

For advertisers, a key takeaway is that reaching “podcast heavies” requires a multi-platform strategy and not limiting ad buys to just podcasts. Radio, music streaming apps, OTT platforms, YouTube, and social media offer opportunities to effectively reach and engage this audience. Creative and messaging should be tailored to resonate with their interests and preferences across these diverse platforms, NuVoodoo concludes.