The Last Quarter: Understanding Podcasting’s Last Holdouts
About this episode
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A look at who makes up the 25% of U.S. adults who have never consumed a podcast.
Tom Webster examines the 25% of U.S. adults who have never listened to a podcast, drawing on data from a 5,000-person Podcast Landscape study. The holdouts skew older, female, and lower-income, with key barriers including lack of awareness, format misperceptions, and limited word-of-mouth in homogeneous communities. Webster identifies actionable strategies for podcast discovery and audience growth, including YouTube outreach, Facebook marketing, radio advertising, and Spanish-language content development.
- Written by Tom Webster
- Edited by Gavin Gaddis
- Text and audio edited by Gavin Gaddis
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