Some new information on podcasts: How do you discover and listen?

The Reuters Institute Digital News Report 2021 (via RAINN) is out and features a dive into the world of podcasts in the US and Europe. Does this line up with your experience?

How podcasts are discovered

  • Recommendations from someone they trust: US 37%, Europe 32%
  • Searching the internet: US 27%, Europe 39%
  • Ads or social media: US 25%, Europe 27%
  • Recommendations by a podcast app: US 24%, Europe 20%
  • Recommendations or ads in another podcast: US 21%, Europe 17%
  • Promotions on radio or TV: US 17%, Europe 15%
  • Recommendations in newspapers or magazines: US 12%, Europe 14%

Why people DON’T listen to podcasts

  • I don’t have time: US 20%, Europe 20%
  • I don’t get anything out of them: US 18%, Europe 19%
  • I don’t like listening on a mobile phone or headphones: US 12%, Europe 14%
  • They’re too long: US 12%, Europe 8%
  • I have no idea what a podcast is: US 10%, Europe 10%
  • Too many podcasts. I don’t know where to start! US 9%, Europe 8%
  • There aren’t any podcasts that cover topics that I care about: US 8%, Europe 6%.

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 30+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

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