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%.