Study: 48 Million Americans Primed To Become True Crime Podcast Listeners.

True crime may be one of the biggest podcast genres, but it doesn’t take a detective to see the opportunity that remains. Edison Research says 48 million Americans consume true crime content and podcasts but have yet to marry the two into listening to podcasts about true crime. That represents 17% of the population aged 13 and older that are primed for true crime podcast content.

The size of the true crime opportunity is large. Edison says an estimated 230 million Americans, or 84% of the population aged 13 and older, consume true crime content. Its True Crime Consumer Report, which it released in partnership with Audiochuck, finds that 22% of true crime fans used podcasts to consume material from the genre in the past year. That compares to 68% that watched something on television, 37% who watched a YouTube video, and 29% who saw something on social media.

To convert more of those consumers into true crime podcast listeners, Edison Senior Research Director Gabriel Soto said their research finds telling stories from a local region has the biggest appeal. Nearly half (45%) of the true crime consumers it surveyed said that would make them listen to a podcast.

“In this age of information, location is an effective way to draw someone’s attention,” Soto said on a webinar Thursday. “When you hear someone mention the name of the city you grew up in, or the city you have a special connection to, it’s a great way to also build connection.”

Others said focusing on high-profile cases (43%) would capture their attention, while about a third (36%) said they could be converted if a podcast told the story from the perspective of the victims. In fact, three-quarters (77%) of true crime podcast listeners are more interested in consuming such content if it were victim-centered, with 32% saying they are “much more” interested.

Growth may bring in new listeners, but the size of the true crime podcast audience is already large. Edison says 119 million Americans, or 42% of the 13+ population, has listened to a true crime podcast. Listeners are split over why they listen. Half said they like the suspense and thrill, while the other half likes to solve the mystery. Other top reasons include learning more about the psychology behind criminal events (49%), and forensic science (48%), while 37% think the shows can help them learn how to be safe.

The report, based on a survey of 3,148 online interviews conducted May 10-31, also shows 89% of U.S. weekly podcast listeners age 13+ have binged true crime podcasts.

True crime producers have come under scrutiny by some for allegedly sensationalizing crimes. And the survey finds two-thirds (65%) of true crime consumers overall are interested in content about murder, and 60% are interested in content involving serial killers. But the report also sheds light into the deeper connection between criminal justice and true crime podcasts. It finds that listeners of shows in the genre are 4.4-times more likely to provide a tip or other information to help solve a case, 3.3-times more likely to sign a petition related to a cause from a case, and 1.8-times more likely to promote awareness of a case with others.

“I think that has to do with the media,” said Bob Baird, Chief Operating Officer of Audiochuck. “Podcasting is very intimate. When you’re listening, if you miss 60 seconds, you rewind. You don’t necessarily see that with Netflix, where it’s okay to get up and go to the kitchen and miss a couple minutes. With podcasts, the host is in your ear, and you’re very tied to the story.”

That passion extends to their wallets, too. Edison says compared to true crime consumers who have never listened to a podcast, podcast listeners are 3.6-times more likely to donate money directly to a specific cause or organization and 3.3-times more likely to donate money directly to victims and their loved ones.

Baird said that he has seen that firsthand among listeners of their Crime Junkie series.

“Crime Junkie Nation” is full of advocates, and our listeners just love to take action. We’ve seen hundreds of thousands of signatures on the petitions that we put out,” he said. “They’re very action-oriented listeners.”

Download the True Crime Consumer Report HERE.