| Growth story: a higher percentage of women are becoming podcast listeners
What happened: Edison Research and SXM Media found that podcasting is reaching more women in their Women's Podcast Report 2022, released earlier this year. Why it matters: Podcasting is becoming more diverse, both across gender and race. Women podcast listeners are more likely to engage in consideration and purchase of the ads they hear on podcasts. Thus, in addition to podcasting's content becoming more diverse, this opens up the opportunity for advertisers to invest in podcast ads. Where to see the impact: The impact can be seen in the content and in which brands are advertising. With growing female listenership, the voices and perspectives of women are being exalted. |
