The business podcast world continues to experience growth, and Sounds Profitable has done a deep dive on the demographics of the sector’s listeners.
During a Wednesday webinar, the company showcased data collected after it surveyed more than 5,000 podcast listeners and some of the insights showed a young, male-heavy audience.
15% of weekly podcast listeners shared that they spent time with business podcasts in the past 30 days. Of that group, 41% were from the 35-54 demographic, while 35% came from the 18-34 sector. 24% of those business podcast listeners were aged 55 and up.
The business podcast genre is the second most male-heavy podcast audience according to the Sounds Profitable research. Only the technology category has a higher percentage of male listeners.
70% of those listeners identified themselves as white, while 18% were Hispanic/Latino, 16% were African American, and 8% were Asian American, the data reported.
On average, business podcast consumers are more educated, with 47% completing a four-year degree with 18% owning a post graduate degree. Additionally, the datat shows that listeners of the genre had a higher annual household income compared to the average podcast listener. The sector averaged $88,728 in household income, with 45% earning more than $75,000 during the year.
The data also suggests that business podcast listeners are heavily influenced and heavily influential in their social circles. 77% of respondents said their social circle offers podcast recommendations, with 86% saying they were likely to take those suggestions. Similarly, 80% said they were likely to offer podcast suggestions and recommendations to their friends.
Overall, 62% of listeners in the category said they were audio only listeners, while 38% were regular video consumers of business podcasts. The video average for the industry, Sounds Profitable datat shows, is 35%.
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