She Listens
-Jen Sargent, COO of Wondery
“My point of view on why more women are gravitating to the platform is twofold. First, the fact that the content is expanding and covering areas and verticals that women are more interested in. Every category that you can think of is now covered in a podcast. But there’s also more female voices being represented in podcasts. When you listen to a podcast it’s a very personal experience. And you feel a connection with the host typically if you like the podcast. And being able to identify with the voices you’re hearing is really important. So having women actually represented behind the microphone is an important factor in drawing more female listeners to the platform”.
More Women Are Finding Their Voice in Podcasts
By Cliff Dumas
Podcasts have become a go-to content choice for women whether they tune in when they are working, exercising, traveling, cooking dinner, or driving. In fact, there is a growing trend for female listeners as more options for topics and content are created with the female audience in mind.
Edison Research
Read the entire Edison report here.
Top 3 Podcasts for Women according to Oprah Magazine
Think about it: When you were in grade school, admirals, presidents, artists, inventors, popes, etc. filled your history books. And though they each played a significant role in weaving the yarn that is global history, they all had one thing in common: They were mostly men. Jenny and Liz Kaplan started Encyclopedia Womannica to fill in the gaps where women are historically underrepresented. Each episode is a five-minute lesson on a brilliant woman you may not know, but most likely should.
The former hosts of Stuff Mom Never Told You, Cristen Conger and Caroline Ervin are now contributing their knowledge of all things woman to their latest, Unladylike, which they launched in 2017. As its name suggests, the ladies hash out subjects antiquated opinions might consider unrefined, crude, or even vulgar—but today, we just call that female. Tune in to their latest episode, “How to Demystify Vaginas with Dr. Jen Gunter.”
Ann Friedman and Aminatou Sow’s podcast for “long-distance besties everywhere” has gone the distance itself. Launched in 2014, CYG is a femme-identifying weekly series in which the host best friends call each other to discuss topics from pop culture to politics. They follow each other down whatever chat rabbit hole they find themselves teetering over, and they’re still going strong five years later. Tune in for new episodes every Friday.
Podcasts Listener Demographics and Listening Habits
49% of podcast listening is done at home, down from 51% in 2017
22% listen while driving (in a vehicle), same as 2017
Podcast listeners subscribe to an average of 6 shows in the last week (Infinite Dial 20)
Podcast listeners listen to an average of 7 different shows per week, up from 5 in 2017
80% listen to all or most of each episode, down from 86% in 2017
Podcast listening on a computer went up from 29% to 31% (smartphone listening went from 71% to 69% respectively)
19% of listeners increase the speed (listen faster)
65% of monthly podcast listeners have been listening for less than 3 years
Comedy is the most popular podcasting genre, followed by education and news
Podcasting has proven itself to be the media source for on-demand content consumers demand and smart brands are entering the space with content that engages, entertains and informs an audience hungry for compelling enriching audio choices.