Who Listens To Podcasts in Wilmington?

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:

1. 1. The Joe Rogan Experience (Comedy)
   2. The Daily (News)
   3. Crime Junkie (True Crime)
   4. This American Life (Documentary)
   5. Stuff You Should Know (Educational)
   6. My Favorite Murder (True Crime)
   7. Pod Save America (Opinion)
   8. Office Ladies (Pop Culture)
   9. Serial (Documentary)
   10. The Ben Shapiro Show (Opinion)

Among all audio options available to consumers, local radio is still the dominant choice, commanding 39% of all time spent listening, according to Edison Research. Comparatively, podcasts currently account for only a 6% share of total listening time.

According to Nielsen, adult consumers in Wilmington who listen to podcasts tend to be young, affluent, and well-employed.

Many media outlets, including Wilmington radio stations, offer opportunities to advertise within locally produced podcasts. A study by Nielsen finds that commercials placed within a podcast can be extremely effective:

• Nearly 70% of respondents exposed to podcast advertising agreed that the ads they experienced increased their awareness of new products and services
• 62% of respondents correctly recalled the
  brand advertised in the podcast
• 62% of respondents agreed the podcast ad experienced in the study “made me consider new products/services”

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