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

Podcast Pontifications

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.

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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.

Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th. Abortion is a basic healthcare need for the millions of people who can become pregnant. Everyone should have the freedom to decide what’s best for themselves and their families, including when it comes to ending a pregnancy. This decision has dire consequences for individual health and safety, and could have harsh repercussions for other landmark decisions. Restricting access to comprehensive reproductive care, including abortion, threatens the health and independence of all Americans. Even if you live in a state where abortion rights are upheld, access to safe medical procedures shouldn’t be determined by location, and it shouldn't be the privilege of a small few. You can help by donating to local abortion funds. To find out where to donate for each state, visit donations4abortion.com. If you or someone you know needs help, or if you want to get more involved, here are 5 resources: 1. ShoutYourAbortion.com is a campaign to normalize abortion. 2. DontBanEquality.com is a campaign for companies to take a stand against abortion restrictions. 3. Abortion.cafe has information about where to find clinics. 4. PlanCPills.org provides early at-home abortion pills that you can keep in your medicine cabinet. 5. Choice.CRD.co has a collection of these resources and more. We encourage you to speak up! And spread the word.

This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Chartable - https://chartable.com/privacy
Podsights - https://podsights.com/privacy