New Data Shows Podcasts Attract Music Superfans And Streamers.

Podcasts have “hit the big leagues,” according to Luminate, the entertainment industry data provider. It has released new data from its Luminate Insights Music 360 Study showing that four in ten Americans listen to podcasts, with more than a quarter (26%) tuning in weekly and 9% listening daily. Luminate says its data shows weekly listeners tend to skew slightly male — men make up 57% of weekly listeners — and weekly podcast listenership becomes more prevalent in each step up in income level.

Luminate says its research shows Americans 35–44 have the highest weekly listening levels, as just over a third (34%) listen each week. That’s four points higher than either 25- to 34-year-olds or 35- to 54-year-olds. “Remarkably, regular listenership proves to be just as common among ages 55 to 64 as it is with ages 13 to 24,” Director of Insights Chris Stallone says in a blog post.

The report also shows a potential large opening for music-focused podcasts. Luminate’s study found that more than a quarter (28%) of all weekly podcast listeners are music superfans, and are 40% more likely to be in that music superfan group when compared to the population overall.

“Perhaps most compelling is the undeniable link that exists between podcasts and music fandom,” Stallone says. “Simply put, podcast listeners are incredibly passionate about music. They’re four-quadrant consumers who hit the bullseye in all the right spots.”

Luminate data shows more than half (52%) of weekly podcast listeners pay for music streaming services, with podcast consumers 45% more likely to pay for music streaming services than the population overall. Luminate says more than 70% identify “availability of podcasts” as an important factor when choosing a platform. They’re also 27% more likely to buy physical music, and 62% more likely to have attended live music events. Podcast listeners are also 26% more likely to crave deeper, more intimate connections with artists and hunt for other ways to engage with them on a more personal level, such as on social media.