According to Nielsen, 121,300 Wilmington, Delaware consumers listened to or downloaded a podcast during the past 30 days. This is 21.2% of the adult population.

A podcast is a downloadable digital audio file available to listeners on an internet-connected device like a smartphone, tablet, or computer. These files are typically part of series focusing on a particular theme such as true crime, professional football, politics, or pop culture.

Wilmington consumers can listen to their favorite podcasts whenever they choose using apps like Spotify, Pandora, Google, and Stitcher. The most used podcasting app, though, is Apple Podcasts.

Research from PodcastHosing.org indicates that Wilmington consumers can access more than 2,000,000 podcast series comprising over 48,000,000 unique episodes. According to data compiled by Edison research, the top 10 podcasts during the second quarter of 2021 were:

Wilmington, Delaware business owners are expected to spend $45,558,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 25.7% higher than in 2020.

Streaming video advertising expenditures are accelerating as Wilmington consumers continue to abandon shows on local TV stations and cable systems in favor of programming streamed via an internet connection. These online channels include Netflix, Hulu, Prime, Disney+, Paramount+, Peacock, Prime Video, Roku Channel, SlingTV, PlutoTV, and dozens more.

This type of streamed video content is known collectively as OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Wilmington, according to Nielsen, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

According to Nielsen, 548,000 adults in the Wilmington, Delaware area have access to the internet, equivalent to 96% of the population. On average, local consumers are spending 10.59 hours per week online.

Wilmington millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, Wilmington's 25-39-year-old consumers are clocking 11.56 hours connected to the internet.

So, how are Wilmington consumers spending their time online?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Wilmington consumers each month.

Wilmington, Delaware area business owners are expected to invest $183-million during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 95.9% of adult consumers in the Tri-state area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-five percent of Wilmington adults spend at least one hour per week online, with most spending at least 10 hours connected.