New Study Suggests Podcast Listening Tilts Toward Larger Markets

[Y2kTheNewOldies]

New Study Suggests Podcast Listening Tilts Toward Larger Markets.

Weekly podcast listening is considerably more popular in progressively larger markets, according to a new national survey of 25- to 64-year-old adults conducted by Fohr Media Research (FMR) and Eastlan

www.insideradio.com

Here is the current findings in this study.

Weekly podcast listening is considerably more popular in progressively larger markets, according to a new national survey of 25- to 64-year-old adults conducted by Fohr Media Research (FMR) and Eastlan Ratings. Nearly one third of respondents (31%) in the top 30 markets say they listen to podcasts weekly compared to 17% usage in markets 101 and smaller.

“The ‘podcast gap’ is significant and the impact on Time Spent Listening for AM/FM radio is much greater in larger markets compared to markets 101 and smaller,” FMR Managing Partner Kent Phillips said in a press release. “The study may also indicate a podcast targeted toward a ‘large city’ audience could have greater chance of success with more potential audience in the top 30 markets.”

 

[kwthom]

How much of this relates to issues concerning connectivity in rural America?

 

[b-turner]

I doubt rural connectivity is a concern because the listening diminishes beginning a market 101 (31% and 17%). I doubt Waco, Texas or a city of 200,000 has connectivity issues. I noticed from working radio in various sized markets that people in bigger markets tend to fall in to groups of like-minded folks and they rarely venture beyond those groups. In smaller cities it seems much less pronounced almost to the point there is not the time to go as 'deep' as you might in a big city mainly because your life spills out well beyond a certain clique.