73M+ Americans list to podcasts each month in the shift to consuming audio via streaming services. Driving this podcast growth is African Americans, Hispanics and women.
Black Americans make up 20% of those tuning into podcasts – representing a 73% increase in listenership.
Specifically, Nielsen reports that “…An increasing amount of African-Americans in particular niches including the Caribbean are increasing their consumption of podcasts”
Sources: Westwood One 2019; Edison Research Infinite Dial 2018 and Nielsen “From Consumer to Creators” 2018.