Westwood_One-2018年播客听众用户研究报告（英文）-2018.12-42页-1mb

Westwood One Podcast Download - Fall 2018 Summary

Core Content

Westwood One conducted a study in July 2018 to analyze the podcast listening habits and perceptions of advertisements among weekly podcast listeners. The research was carried out in collaboration with Maru/Matchbox and Vision Critical, using a nationally representative sample of 600 adults who had listened to at least one hour of podcasts in the past week and were not involved in advertising or media industries.

Main Findings

Audience Trends

• Heavy listening is on the rise: The percentage of heavy podcast listeners (those listening 6+ hours per week) increased from 36% in July 2017 to 43% in July 2018, a lift of +19%.
• Demographics:
  • Men dominate: 55% of weekly podcast listeners are men.
  • Heavy listeners are younger, male, and upscale: 64% of heavy listeners are men, with a significant percentage in the 18-34 (Millennials) and 35-49 (Gen X) age groups, and those earning $100K+.
  • Women are catching up: Women are becoming a more significant part of the podcast audience, especially in terms of heavy listening and time spent.

Podcast Usage Trends

• Time spent with podcasts increased: Across all demographics, the average time spent with podcasts rose, with Gen X (35-49) and women showing the most growth.
• Smart speaker adoption is rising: Especially among women and Boomers, smart speakers are becoming a popular way to consume podcasts.
• Podcast consumption habits:
  • Gen X and women downloaded more podcasts: Gen X listeners downloaded 5.3 podcasts per week in 2018, up from 4.1 in 2017 (+29%), while women downloaded 4.0 podcasts per week, up from 3.2 (-25%).
  • Immediate listening after download: 46% of weekly podcast listeners listen to podcasts immediately after downloading.

Discovery and Engagement

• Social media and word of mouth drive discovery: 60% of listeners discover new podcasts through social media, and 57% through word of mouth.
• Podcast ads drive engagement: Heavy listeners are more likely to take action after hearing ads, such as searching online, talking to friends, following on social media, purchasing, or using promotional codes.
• Ad acceptance:
  • Podcast listeners accept 2-4 ads per podcast: Depending on the podcast length, listeners are willing to hear between two and four ads.
  • Heavy listeners accept more ads: They are more accepting of multiple ad breaks and pre-produced ads.
  • Preference for host-read ads: Most listeners (48%) prefer ads voiced by the show's host over traditional radio-style ads.

Key Insights

• Comedy and entertainment/pop culture are popular: These genres are the most preferred among female listeners, with 52% and 50% respectively.
• Sports, technology, and business differ by gender: Men are more likely to listen to these genres than women.
• Ad engagement improved: In 2018, more listeners agreed that most podcast ads are engaging, relevant, memorable, and that they support brands advertising on their favorite podcasts.
• Ad placement preferences:
  • Shorter podcasts prefer one ad break: 66% of listeners prefer one break for a 15-minute podcast.
  • Longer podcasts prefer multiple breaks: 44% of listeners prefer multiple breaks for a 60-minute podcast.
• Podcast advertising is effective: It generates high engagement and consumer concentration, with over 70% of listeners rating it as highly engaging or valuable.
• Podcast ads coexist with learning and entertainment: Unlike other content types, podcasts are seen as both informative and entertaining.
• AM/FM radio personalities matter: Listeners form meaningful connections with radio personalities, and these relationships influence their listening habits.

Advertiser Consideration

• Podcast advertising is gaining traction: Advertiser consideration and usage have increased significantly, with 70% of advertisers discussing podcast advertising in May 2018, up from 41% in Sept 2015.
• High CPMs justified by engagement: Podcasts generate high engagement value, with 76% of listeners rating it as highly valuable compared to other content types.

Conclusion

The study highlights the growing popularity of podcasting, with increased listener engagement, rising ad acceptance, and strong demographic trends. Podcasts are becoming a key medium for both entertainment and information, and their advertising potential is on the rise, particularly with the growing influence of smart speakers and the increasing receptiveness of listeners to ads.