Podcasts Resonating With 'Diverse' Audiences, Says Nielsen

Podcast usage is rising for "diverse" audiences, Nielsen emailed Thursday. Mainstream media often centers on one perspective or experience, “with representation often addressed as a complement to a main story or primary character,” but podcasts increasingly resonate with diverse audiences, it said. The average number of times each identity group listens to a podcast varies from nine to 12 per month, Nielsen said, counting Asian Americans, Blacks, Hispanics, people with disabilities and LGBTQ+ consumers. People with disabilities listen to podcasts most at home (67%); Asian Americans listen the least at home at 43%. Black listeners stream audio more than other audiences, “while listening more closely when brands reach out,” averaging 73% brand recall for podcasts ads, it said. Podcast listening among Hispanics 25-39 has doubled in the past three years, it said, and Asian Americans have upped their podcast listening five times over the past decade, with news among the leading topics, it said. The Interactive Advertising Bureau predicts podcast ad revenue will hit $2 billion by 2023 vs. $842 million in 2020, Nielsen noted. Host-read ads drive a brand recall rate of 71%, creating “high levels of consumer interest, purchase intent and recommendation intent,” it said. Diverse audiences want to hear from “trusted voices with similar backgrounds or that have similar interests,” Nielsen said; topics need to be inclusive and relevant from credible sources with original voices.