The Second Annual Stitcher Report

  • Moving beyond the coasts: New listeners are younger, more diverse, and spread out across the entire nation
  • Celebrities turned to podcasting for connection when film production shut down: 22 of the top 200 podcasts in 2020 were hosted by celebrities, most notably Rob Lowe, Jason Bateman, and Zac Braff
  • Cultural moments influence listener interest: From the Black Lives Matter movement to the Presidential race, 2020 was a year of major cultural events and the top search terms on Stitcher reflected listener interest to seek out information on trending topics in podcast form
  • Times have certainly changed: Pre-pandemic, top listening hours aligned with peak commuting times, which have been replaced by a shift to lunchtime/early afternoon (11 a.m. — 2 p.m.). Similarly, household chores and gardening have replaced commuting as the primary activity that listeners do while listening to podcasts.
  • Generational favorites: Based on user “favorite” activity, younger generations gravitated to comedy and talk content (age 13–34), while news and politics did better with older generations (age 35+)
  • Gen Z and Boomers have more in common than you might think: Both are twice as likely as the 25–44 year old cohort to have started listening because a celebrity or public figure they follow hosts a show. They also cite wanting to learn more about a topic more frequently than the rest of the population.
  • Gender differences in what prompts someone to begin listening: Men, Women and Non-Conforming folks all cite friends and family as the primary reason they started listening to podcasts, though it’s the heaviest outlier for women at 55.3%. Men and those who are gender non-conforming have more of a spread across other reasons such as seeing a show on social media (20.5 and 24.4% respectively) and following a publication or media outlet that has a podcast (18.3 and 16.1% respectively).

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Stitcher

Stitcher

The best place to discover, listen, distribute and create podcasts.