43% of Black Americans are monthly podcast listeners with 75% of listeners actively seeking out content that focuses on Black stories and perspectives. These findings are part of The Black Podcast Listener Report 2.0 from Edison Research in partnership with SXM Media and Mindshare based on a survey of over 2,500 Black Americans age 18+.
Key findings from the report
- 43% of the Black 18+ population in the US has listened to a podcast in the last month. That percentage is larger than the number of the overall 18+ population that reports listening to a podcast in the last month, 38%.
- Black women podcast listeners are more likely to be monthly listeners and Black men podcast listeners are more likely to be weekly listeners: Among Black monthly podcast listeners, 55% are women, but among Black weekly podcast listeners 52% are men.
- Many Black monthly podcast listeners have begun listening to podcasts recently: 48% have been listening to podcasts less than a year; 27% have been listening less than six months.
- 34% of Black monthly podcast listeners have stopped listening to a podcast they used to listen to regularly, but creators can address some of the reasons why: 24% of those who stopped listening said it was because the show stopped producing new episodes, 20% said they forgot about the show between seasons, 12% said the host offended them.
- Black weekly podcast listeners are more likely to engage with podcast advertisers than the overall US weekly podcast listener: After hearing an ad on a podcast they regularly listen to, 61% of Black weekly podcast listeners (compared with 49% of US weekly podcast listeners) recommended a product to a friend or family member; 68% of Black weekly podcast listeners (compared with 63% of US weekly podcast listeners) gathered more information about a company or product; 52% of Black weekly podcast listeners (compared with 44% of US weekly podcast listeners) purchased a product or service.
Representation matters to Black podcast listeners
75% of Black monthly podcast listeners frequently or occasionally follow or seek out content that focuses on Black stories and perspectives on podcasts.
Gabriel Soto, Edison Research Senior Director of Research said, “The report’s findings illustrate the opportunity and value of Black representation. The data depicts a clear and untapped craving for Black stories and perspectives in podcasting. And the benefits of these stories to advertisers are on full display when we consider Black listeners’ high level of engagement with advertising brands on shows with Black hosts.”
Younger listeners are more likely to listen to podcasts hosted by Black hosts: 57% of Black monthly podcast listeners age 18-24 say all or most of the podcasts they listen to are hosted by Black hosts; 35% of Black monthly podcast listeners age 55+ say the same.
Podcast topics that have increased the most year over year for Black weekly podcast listeners are: Music (47% listen to this topic v. 43% in 2021, Sports (33% listen v. 27% in 2021), TV & Movies (32% listen v. 27% in 2021), Business & Entrepreneurship (31% listen v. 26% in 2021)
Social media is a big source of podcast discovery with 36% of Black monthly podcast listeners discovering podcasts on social media when they began listening, up from 31% in 2021. Black weekly podcast listeners who are parents have children who also listen: 41% of Black weekly podcast listeners are parents of children under 17, and 35% of these parents say their children also listen to podcasts.
The Black Podcast Listener Report 2.0 from Edison Research in partnership with SXM Media and Mindshare is free to download here.
