Podcasts are resonating with diverse audiences – Nielsen

The popularity of podcasts has changed the market dramatically over the past decade. The growing interest in new, engaging content has proven to be an attractive option among media consumption – especially for diverse audiences.

The SME Seen on Screen 2021 report examines the importance of the quantity and quality of on-screen representation for diverse identity groups. Specifically, how and how often the different identity groups appear in the content – and where within the story or topic – matters. However, much of today’s media still focuses on a single perspective or experience, often addressing representation as a complimentTo be a central story or main character. People are constantly looking for information that can accurately convey and illustrate their personal experiences. There are a growing number of options, especially when considering audio platforms. Podcast content can be an effective medium for different audiences.

SME podcast buying power data shows:

  • Average number of podcast listeners per month by identity groups: This ranges from 9 to 12 for Asian Americans, Blacks, Hispanics, PWDs, LGBTs, and Hispanics.
  • Podcast listening time is about three hours per week per podcast group.
  • How many of each group listen at home the most? 67% are disabled, while 43% are Asian Americans.

Here are some of the podcasts the audience listened to the most.

Podcasts are getting more and more popular

the black

As necessary as black hit makers, community commentary elevates them—a trend that points to why podcasts have grown in black listeners and invested the audience. Black listeners broadcast more audio than other audiences, while listening closely when brands arrive — with an average brand recall of 73% for podcast ads.


Hispanics make up a large part of the Hispanic community. They are a multifaceted group with many experiences, viewpoints and expectations. Trusted platforms are the best way to provide them with fresh and culturally relevant content. Podcasts are now a go-to platform for Hispanics to find diverse content that best reflects their experiences – and podcasters who interact with them best. Listening to podcasts increased by two-thirds among Hispanics aged 25 to 39 in three years.

Asian Americans

The number of podcast listeners has increased fivefold since the beginning of the decade thanks to podcasts offering content related to Asian Americans. As with TV news, news remains a popular genre. This trend is also likely to continue, as the uncertainty surrounding the pandemic and the fact that Asian audiences are still keeping pace with developments in the social justice movement are not yet clear.

Over the past decade, podcasting has seen an increase in listenership and engagement. This gives all viewers the ability to find content that resonates. Podcasts command huge advertising money, and the positive momentum is encouraging more celebrities to participate in podcasts. The Interactive Advertising Bureau (IAB) expects ad revenue to reach $2 billion by 2023, well above the $842 million generated last year.

Notably, podcast ads, especially when read by the host, lead to stronger brand recall than traditional forms of ads. For example, Podcast Advertising Effectiveness (PAE) solutions for small and medium businesses found that ads read by a host lead to a brand recall rate of 71%, which subsequently creates high levels of consumer interest, purchase intent, and recommendation intent.

For diverse audiences, connected content is not just limited to the screen; These audiences want to hear from authoritative voices with similar backgrounds or similar interests. And most importantly, the topics should be comprehensive and interesting – from reliable sources with original voices. As podcasts attract more diverse audiences, agencies and brands can monitor interaction with them in order to take advantage of specific opportunities within their marketing strategies.

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