Gen Z and millennials will drive growth in podcast listening in 2022 according to a YouGov report. Its survey of 17 international markets reveals that 16% of consumers overall plan to listen to more podcasts in 2022. But the numbers are higher among young adult consumers. It revealed that 23% of people in each of the 18-24 and 25-34 age groups are likely to increase their consumption of podcast content this year.
“While annual podcast consumption hasn’t quite reached the penetration levels of other media, a whopping three in five global consumers say they’ve listened to podcasts in the past year or have intention to do so within the next 12 months,” YouGov says. “Looking ahead, podcasts are the only media type to see higher projected annual consumption over the next 12 months, compared to the prior year,” its Global Media Outlook Report 2022 says.
In countries with older populations, YouGov’s global survey has shown that the adoption rate is lower. In the United States, where podcast listening is more common than anywhere else on the planet, one in ten respondents said they plan to increase their podcast listening in 2022.
The growth in podcast listening does not come from a media vacuum. YouGov points out that over the past year, a higher proportion of all global media consumers spent more time in online media formats. For example, 19% said they spent less time listening to the radio and 18% said they watched less TV, while four in ten said they listened to more podcasts and seven in ten watched more streaming TV.
When it comes to the audio medium, however, the report shows an interesting trend in the so-called stickiness of broadcast radio. According to YouGov, while radio recorded the highest proportion of consumers globally who said they reduced their consumption last year, those who remained loyal to radio consumption are likely to remain loyal in 2022. It says that 91 % of radio listeners intend to stick to AM/FM in 2022. “Radio is a habitual medium, and listening often revolves around routines, for example, listening to the radio in the car on the way to work,” the report said.
YouGov’s annual outlook also indicates that more people are turning to podcasts for information, with more than one in ten people in the United States saying the medium is one of their sources for information. that is happening. The latest data shows that podcasts are now roughly on par with newspapers as a news source.
“The pandemic has both disrupted and transformed the way information is gathered and digested. News consumption across the world saw an increase early in the pandemic, but for some consumers this eventually led to news fatigue,” YouGov explains. “Most digital news sources increased in penetration between 2019 and 2020, then fell to pre-pandemic levels in 2021, with the exception of podcasts which continued to grow in popularity.”
As media consumption habits change, data from YouGov suggests that podcasts are a good way for advertisers to reach people who cut the cord with traditional pay-TV services. Of those who have dropped out of cable or satellite services, his data shows that 77% listen to podcasts. And among the so-called cord-nevers — typically younger people who never had to give up pay-TV service in the first place — 52% said they listen to podcasts.
“The world has changed. Digital is now at the heart of the contactless world,” said Dare Schenck, Senior Director of Account Management at YouGov. “So the way we work, entertain, shop and socialize has really changed during the pandemic. And consumer habits are changing. Traditional media has been hit hard during the lockdown, and we’ve seen a significant increase in streaming services — and an increase in the popularity of podcasts,” she said during an eMarketer webinar on Tuesday.
The YouGov survey is based on data collected in 17 countries from more than 19,000 respondents worldwide, including 2,001 in the United States. Data was collected from October 18 to November 8, 2021.
Download YouGov’s 2022 Global Media Outlook Report HERE.