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Season 3 • Episode 502
In a two-part one-part article, Tom breaks down the business podcast consumer and looks at podcasting’s cost-effective reach.
The Business Podcast Consumer Study
Sounds Profitable: Narrated Articles is a production of Sounds Profitable.
Not all podcast consumers are created equal. In the Audio Primes 2026 report, the latest research from Sounds Profitable, we identify a powerful segment hiding in plain sight: the 22% of podcast consumers who listen to at least 75% of their content as audio.
Three out of four Americans have now consumed a podcast. That’s a remarkable number — but it also means a significant portion of the country hasn’t. Not because they can’t. Not because the infrastructure isn’t there. In most cases, because nobody has given them a good enough reason.
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