While some once doubted whether podcasts could continue to thrive as people moved beyond PCs/laptops to get online via other devices, our final chart this week makes it clear that it’s a genre which remains in the ascendancy – thanks largely to greater accessibility via mobile combined with a wave of compelling content.

In 2016, podcasts have an impressive reach to offer marketers and brands; some 37% of internet users report listening to them every month. The demographics are pretty appealing too, with figures approaching the 50% mark among 25-34s.

Although still vulnerable to ad-skipping, one real advantage of podcasts is their immunity to ad-blockers – something of real value now that it’s close to half of online adults who are blocking ads on their mobiles or desktops.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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