US women want more female oriented podcasts according to a recent report from Edison Research and SXM Media. The Women’s Podcast Report is based on a survey of 1,567 nationally representative people age 18+ in the US who self-identify as women/female who were interviewed in online surveys in August 2022. Over half of women podcast listeners in the US say they would listen to more podcasts if there were more that focused on female stories and perspectives or were hosted by women.
Key findings from the Women’s Podcast Report 2022
- Women are closing the gender listening gap – 35% of US women have listened to a podcast in the past month, and women make up 48% of all monthly podcast listeners in the US.
- Women podcast listeners are more likely to be young, affluent, and highly educated compared to the overall female population in the US – 61% have a college degree, 30% have a household income of $100K or more, and 43% are age 18-34.
- Women are active podcast promoters and social engagers – 84% of women monthly podcast listeners have ever recommended a podcast to others, and 21% say they frequently recommend podcasts to friends or family members. Recommendations from friends and family is the top discovery source for women, with 73% saying they find out about new podcasts this way, outranking search, social media, and hearing about podcasts on other podcasts.
- Three in four women podcast listens say they listen to stay entertained while doing mundane tasks. 69% listen to podcasts while doing household chores, 59% listen while baking, 57% listen while doing laundry, and 55% listen while getting ready for the day.
- Ads on women-hosted podcasts deliver – 90% of women monthly podcast listeners listen to at least one podcast produced or hosted by a woman; 48% say they would feel more favourable about a brand if they knew it advertises on podcasts hosted or produced by women.
Megan Lazovick, Vice President at Edison Research said, “This report shows that engagement goes way beyond just listening. So many podcast hosts have thriving communities online. Women follow podcasts and podcasts hosts on social media, connect with other listener and fans, and share their favourite podcasts with friends and family. They are powerful promoters.”
The Women’s Podcast Report 2022 is freely available for download here.
