Podcasts continue to see an influx in popularity in the United States. But, according to a new study from Cumulus Media and Signal Hill Insights, the podcast audience may actually be larger than originally thought.
According to a survey of 600 weekly podcast listeners, 14% say they “frequently” listen to shows with other people, whether that be friends, family, or children.
“Podcast selling estimates never contemplated ad exposures by multiple people to the same show,” said Cumulus Chief Insights Officer Pierre Bouvard. “The podcast industry is leaving ‘ears on the table.’”
That co-listening group is made up of listeners who consume kids/family podcasts (31%) or podcasts in the “re-watch” genre, featuring the casts of popular TV shows discussing behind-the-scene stories from the programs (26%).
