Podcasting Listens A Lot Less White Than It Looks [S3E86]


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Good news! US-based podcast listeners are much more diverse than the overall population. Here are the highlights presented by Nielsen In their Podcasting Today report:

  • Non-white adult podcast listeners: 41%.
  • Non-white adult overall population: 36%
  • In 2010, there were 6.8 million US-based Hispanic podcast listeners. That’s up 6x from 1.1 million in 2010
  • The growth rate for Asian, Black, and other “not white” listeners grew 5x over that same time frame.
  • White audiences grew only by 4x

So what does that mean for podcast producers? This study demonstrates millions of racially and ethnically diverse listeners are already tuning in. It doesn’t take much of a leap to assume some of them would seek out more tailored and niche content.

It also means we’re likely going to be exposed to more diverse content, as we encounter podcasts and episodes tailored for niches other than our own. Exposure to content other niches find compelling can only help us in our own creations, if only we’ll let us be influenced outside our bubbles.

But let me be clear: this report focused on the podcast listener, not the podcast creator. And we know that podcasting is still really, really white. This sort of survey shows a need for that to change. I’m optimistic that it will change. Eventually. But only if we all do our part.


A written-to-be-read article and a full transcript of the audio of this episode can be found at https://podcastpontifications.com/episode/podcasting-listens-a-lot-less-white-than-it-looks

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Evo Terra produces Podcast Pontifications four times a week to provide ideas and ask questions every working podcaster should be thinking about.

Photo by Christina @ wocintechchat.com on Unsplash.

This podcast uses the following third-party services for analysis:
Podsights - https://podsights.com/privacy

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