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The Sounds Profitable Educational Series continues with an in-depth look at the audience for News podcasts. In the live webinar, Tom Webster and special guest Lamar Johnson, VP of Sponsorship Marketing at NPR’s sponsorship subsidiary National Public Media, present the new report The News Podcast Consumer. News is one of the top genres in podcasting, reaching 31% of podcast consumers 18+ every month (second only to comedy), and we will take a look at the makeup of this important audience from demographics to media behaviors and, of course, their podcast consumption habits.
Among the main findings:
- News is the second most-consumed genre in podcasting – 31% of podcast consumers tuned in to at least one news podcast in the past month
- The news audience is affluent, highly educated, and are more likely to be business decision makers than non-news consumers
- These are very habitual listeners – 74% listen weekly, and they are also evangelists for podcasts
- News consumers are more likely to listen to podcasts with others – and place a high premium on in-car or commute listening
