Nothing average about podcasts
Your average podcast listener is not your average US consumer - around half of podcast listeners make $75,000 a year or more, and a majority have a post-secondary degree There’s also a gender gap with podcast listeners skewing mostly male, though the gap has narrowed from 25% in 2008 to the current 9%, according to a new report from Andreeson Horowitz.
Plus there’s a huge skew when it comes to content. While the median podcast has a mere 124 downloads per episode, the top 1% can boast a hefty 35,000 per episode.
In the US, the top podcast publisher is NPR, just sneaking it ahead of iHeartRadio and way out in front of third-ranked PRX – The New York Times places fifth. Interestingly, while NPR and iHeartRadio have roughly the same number of monthly downloads, NPR manages this this with only 48 shows versus iHeartRadio’s 170.