Later today (Wednesday, January 15th, for those keeping score), Sounds Profitable will kick off the Sounds Profitable Educational Series with a look at the audience for Business podcasts. This project was produced with the support of American Public Media, and you can still register here!
Before that, though, I wanted to put a bow on our final project of 2024: The True Crime Podcast Listener Landscape, which we produced with our friends at Libsyn. You can download the full report at our website or watch a replay of our live event, which featured Melissa and Mandy from the Moms and Mysteries podcast here, but I wanted to put some of the findings into context here, because this audience is often misunderstood.
Now, before you roll your eyes at yet another article about true crime podcasting, let me tell you – this isn’t about Serial, or Only Murders in the Building, or even that neighbor of yours who keeps recommending episodes about dismemberment over the fence while you’re trying to trim your hedges. This is about something far more interesting: what true crime listeners tell us about the future of podcasting itself.
First, let’s get the headline out of the way: true crime remains a juggernaut, reaching approximately 42 million Americans monthly. That’s about 16% of Americans 18+, making it a top-five genre overall and the number-one choice for women. But here’s what fascinates me about this audience – they aren’t who you might think they are.
The stereotype of the true crime listener (which I’m sure you can conjure without my help (THANKS, ONLY MURDERS) suggests a somewhat myopic consumer, interested only in darker content and probably spending too much time naming their houseplants after famous serial killers. But our data tells a very different story. These listeners are actually among podcasting’s most engaged and valuable audiences across several dimensions.
Let’s start with time spent listening. True crime fans spend about seven hours per week with podcasts, compared to six hours for other podcast listeners. That extra hour might not sound like much, but multiply it across 42 million listeners and you start to see why this audience matters. More importantly, though, is how integrated podcasts are in their daily lives. These aren’t binge-listening shut-ins – they’re active, engaged consumers who have made podcasts a companion medium for everything from commuting to exercising to household chores.
Speaking of companionship – here’s where it gets really interesting. Two-thirds of true crime listeners specifically value podcasts for the companionship aspect – the voices and conversations that keep them company throughout their day. This hints at something I’ve long suspected about this genre: it’s not really about the crime at all. It’s about storytelling, and more specifically, about having someone tell you a story.
But here’s what really caught my eye: true crime listeners are significantly more likely to be podcast evangelists than listeners of other genres. They don’t just consume content – they share it, recommend it, and actively bring new listeners into the medium. In fact, 86% say they’re likely to check out podcasts recommended by their social circle. That’s not just engagement – that’s advocacy.
Speaking of advocacy, let me put on my business hat for a moment (today it’s a Red Sox hat). True crime listeners are remarkably receptive to branded content and advertising. Over 70% expressed interest in podcasts about their favorite brands or products. Think about that for a second. These aren’t just people willing to sit through ads – these are consumers who actively want to engage with branded content. That’s marketing gold, folks.
The diversity of this audience is also worth noting. With significant representation among Hispanic/Latino (21%) and Black (16%) listeners, both exceeding their respective shares in the overall U.S. population, true crime podcasts are reaching a broader audience than many might assume. The gender split (56% women, 43% men) and age distribution (42% aged 18-34, 36% aged 35-54) suggest a medium that’s appealing across demographic lines.
Perhaps most importantly, these listeners are showing us what the future of podcast discovery might look like. YouTube is leading the way, with 56% of true crime listeners using it to find new content. This isn’t surprising—we’ve seen the importance of video growing across all podcast genres. What’s interesting is how these listeners are using multiple platforms and discovery methods, from internet searches to cross-promotion from other podcast hosts.
So what does all this tell us? First, that we need to stop thinking about true crime listeners as a niche audience. They’re actually showing us what engaged podcast consumption looks like. They’re multi-platform users who integrate podcasts deeply into their daily lives, share content actively, and are open to branded messages. In other words, they’re exactly the kind of audience that could help grow podcasting beyond its current boundaries.
For creators and advertisers alike, the message is clear: true crime listeners aren’t just consuming content about murder – they’re showing us the future of podcast engagement. And that future looks pretty bright, even if some of the content is a bit dark.
A special thank you to our Podcast Landscape 2024 sponsors: American Public Media, Paramount, ESPN Podcasts, Libsyn Ads, SiriusSXM Podcasts, NPR, Wondery, and BetterHelp.
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