Edison Research releases Sports Audio Report: Female Fans

The audience for podcasts continues to grow, with 42 percent of Americans 12 and older reporting last year that they had listened to one in the previous month, according to a report by Edison Research.

• 8.4 million US unique monthly audience for their podcasts (May, 2020)

Sport podcast listeners were 2.3x more likely to trust podcast adverts, compared to print and sports radio consumers, with sport podcast advertising second only to TikTok when it came to ad impressionability. This trust and engagement in turn could be influencing consumer behaviour in response to adverts, with sport podcast listeners 1.3x more like... See more

The previous misconception of a male gamer playing alone in his mancave for hours on end is now dead

Even though 3.4 billion people play video games—and even though the industry is larger than the music, box office, and sports industries combined—gaming still gets a lot of eye-rolls. For many people, gaming conjures the image of a teenage boy isolated in his mom’s basement. The reality is that the average age of a U.S. gamer is 35; that close to h... See more

Consumers interact with brands through sound in a variety of ways, from podcasts to radio ads — even the log-in music for a favorite streaming service. The most memorable “sonic” brands can drive sales, raise awareness, and stand out among competitors. While marketers know how to glean data and insights from traditional advertising, the audio lands... See more

% of monthly active members