Nielsen Podcast Insights

Since 2018, the number of female podcast listeners has increased by 76%. And perhaps more impressive—given that audio engagement is often associated with being away from the home—is the 41% increase since the beginning of the pandemic. The growth of podcast engagement also shows no signs of slowing down, as a recent Nielsen survey found that 61% of paid streaming audio subscribers plan to increase their podcast consumption over the next 12 months.

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Looking for more podcasting insights? 


With more than a million different podcasts to choose from, it's hard to know where to start.  Let Nielsen’s Podcast Buying Power insights be your guide in the ever-changing podcast landscape.

Podcasters use the number of downloads and other metrics to determine audience size, but they are missing valuable profile data. Nielsen’s Podcast Buying Power service will help you understand who their audience is, rather than just how many people are listening.  There are more than 160 individual podcasts to profile from 9 major podcast networks.

Only Nielsen, with its extensive Scarborough category dataset, has this type of advertiser connection with podcasting. Nielsen Podcast Buying Power service includes:    

  • Demographics across 18 different podcast formats/genres
  • Podcast consumption by location, time of day and platform
  • A national sample of more than 45,000 respondents
  • Over 160 individual podcasts to profile from 9 major podcast networks
  • Ability to examine duplication across podcasts and other media
  • Online access via Prime Lingo, Telmar or IMS Clear Decisions

The overview materials below provide more detail on the various categories that can be profiled against podcast listening and a sample report of the podcast insights you can access in Nielsen’s Podcast Buying Power service. 


Podcast Buying Power One-Sheet

What’s In Scarborough 2021

Podcast Buying Power Sample Report

Join the growing list of agencies who have started using Nielsen’s Podcast Buying Power Service to inform their podcast planning and buying decisions:


Veritone One

Active International, Ad Results & Oxford Road

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