Women are Driving Podcast Growth, a New Study Says
Although podcast listeners have historically been dominated by men, new research suggests that women are catching up partly thanks to smart speakers and connected car entertainment vehicles.
What this means for marketers: There is more compelling and diverse new content for women on Podcasts than ever before and according to a study by Cumulus & Westwood One, female time spent with podcasts has significantly increased from 4.6 weekly hours to 5.5 weekly hours. This is a 20% increase year over year (2017 to 2018) while male time spent plateaued. As podcast popularity continues to grow, this opens new advertising opportunities to tell a story about the brand and not just deliver an ad.