Discover what today’s podcast listeners crave—from authentic hosts to multi-format content—and learn how to grow your audience.
From what they tune in to how they do it, podcast consumption is not only growing—it’s in flux. And “listeners” isn’t quite the right word anymore, with only about half of the audience (53%) exclusively consuming audio-only podcast content.
Let’s get into what podcast audiences want from host and shows based on insights from the SiriusXM Podcast Network’s annual audience survey.
Audiences aren’t limiting themselves to a single show or genre. They’re turning to podcasts for information and in-depth conversation. And because they can access them anywhere, they’re casting a wide net, with the average podcast fan tuning in to an average of nearly six genres.
Podcasts have become a part of daily life. Over six in 10 podcast listeners say they have a routine of consuming the same shows weekly. And over seven in ten listeners say they tune into multiple different podcasts in a given day or week.
The overall theme for podcast consumption is more. More shows, more genres, and more formats. This insatiable appetite is great news for anyone looking to start podcasting or expand their current offering.
Audiences are consuming content their way. Podcasters of all sizes are adding video formats, providing social extensions, and revealing their worlds beyond the show—and fans can’t get enough.
Though 53% of the podcast audience are audio-only consumers, video podcasts are becoming increasingly popular.
The host-listener bond is real—48% of the audience says the hosts feel like they could be a friend. And 49% of listeners say they feel a deeper connection to the hosts than other media personalities. So, it’s not surprising that podcast audiences are looking for more ways to connect.
Podcast fans aren’t passively enjoying the content. They’re watching, listening, following, and communicating. Whether you opt for audio-only, video-forward, or a combination of the two, don’t forget to engage your following between episodes. The more you interact with your audience, the more die-hard fans you’ll earn for your show.
The power of podcasting lies within the creators. When it comes to selecting a show, it’s not all about the genre or format. Nearly seven in 10 podcast consumers say the host plays a huge role in which podcasts they choose to listen to or watch. And nearly half of the audience says that the hosts of the shows they follow feel like they could be friends.
Audiences are looking for real content from podcasters like you. For fans, podcasts aren’t all about big names, top genres, or polished delivery. Nearly six in 10 podcast consumers tune in to shows from everyday people.
Whether you’re new to podcasting or looking for a better hosting platform, Simplecast can help you take your show to the next level.
No matter how niche your interests and expertise, there is an audience out there looking to relate to your content. And tapping into your passion is the best way to draw them to your show.
"Podcasting is helping me in spreading my knowledge to a wider audience. Somewhere in the world my podcast episode is being listened to, and audiences are benefitting from the knowledge I shared." – Simplecast user
Now you know. Podcast audiences are looking for podcasts like yours (whether it’s still an idea in your mind or you’re already producing content). With Simplecast, you can easily host and distribute your show to waiting fans wherever they get their podcasts. And with platform insights, you can fine-tine your approach based on audience behavior to continue to delight them.