72% of podcast listeners in the US have heard an ad while listening to a podcast

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 24, 2019, 6:34 AM UTC

A report from CMO by Adobe says that almost half of the podcast listeners prefer comedy content.

The research conducted among 1,008 adults in the US found that 72% of the podcast listeners have heard an ad through a podcast. And one-third of them have reported that the podcast ads are more engaging than the other formats.

The report further states that 46% of the podcast listeners prefer comedy and humorous content, while 28% prefer educational content. The number of podcast listeners on mobile devices has also risen by 60%.

41% of people found new podcasts through online sources, while 24% of the people said they discover new podcasts through friends. More than half the people surveyed said they listen to podcasts while they are commuting to work or during work.

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