This year’s report is billed as the largest publicly-available study of podcast consumption in the U.S., with a sample of over 5,000 Americans, 18+.

It highlights a slowdown in overall growth, with the percentage of Americans who have “ever consumed” a podcast increasing only slightly from 72% to 75% over a three-year period. The data reveals that growth seen over the last year has been primarily driven by multicultural audiences, with numbers for Asian and Black Americans showing particular gains. White respondents only account for 52% of total monthly podcast consumption, while 65% of Hispanic Americans partake, 62% of Black audiences, and 66% of APAC (Asia-Pacific) audiences.

The average weekly time spent with podcasts has risen from 6 to 6.3 hours, directly linked to video consumption. YouTube has become the top platform for podcast consumption, with 40% of users naming it their go-to. However, the data challenges the assumption that YouTube is strictly a video-first platform for podcasts.

“Just under half of YouTube podcast consumers…say that they listen more than they watch,” said Sounds Profitable partner Tom Webster. “This suggests that consumers are embracing the flexibility of the medium, choosing to listen to content even when a video version is available.”

The report also found that audiences are becoming more fragmented. While the Joe Rogan Experience remains the most popular podcast (moving from 13% of respondents who cited it as their favourite to 11%), there are signs of erosion as the gap between it and the next three most-loved shows – Crime Junkie, The Daily, and Call Her Daddy – shrunk from 11 percentage points to seven. Webster said this finding, along with a four-point year-over-year increase in interest for news and political analysis, points to a diversifying audience no longer dominated by a few key shows.

“I submit that that’s a healthy thing,” Webster said, emphasizing that the shift to a more varied landscape will benefit the industry as a whole.

Comedy, news and sports remain the milieu’s top genres, according to the study.

“The podcast space is maturing,” he continued. “Organic growth has slowed, which means I think we need to market ourselves a little bit more.”

Webster is suggesting a new approach for the industry, urging some of the bigger shows and celebrity hosts to “talk more about the medium” and promote a wider variety of podcasts to new listeners.

Other study findings include that while smartphones are still dominant as a podcast listening device, smart TVs are a growing go-to for consuming podcasts (9%), often via YouTube.

Webster also noted that the main reasons people cited for listening to podcasts were for discussions on topics of interest and companionship during chores or travel. Hearing from celebrities was deemed a low-priority benefit.

“…this has been true the last three years. Hearing from celebrities ranks the lowest, and I would encourage entities out there, that are putting together new ventures, new shows, new efforts into the space…certainly there are celebrity podcasts that work because those celebrities are excellent at what they do,” said Webster.

“Not only is it not a guarantee of success, it’s pretty low on what people are looking for, and yes, it might get some buzz. It might get some success, but it’s not enough,” he concluded. “People are looking for companions, they’re looking for information on topics that interest them, they’re looking for hobbies, they’re looking for business news, they’re looking for political news, they’re looking for true crime.”

Sounds Profitable will be releasing a second part to the study, focused on discoverability and churn, in the coming months.

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Numeris has released insights looking at weekly format share throughout the 2023-24 broadcast year. Radio reached an average of 84% of Canadians, 18+, each week. The data release indicates no significant changes in format listening throughout the year with News/Talk and Adult Contemporary formats, holding the #1 and #2 spots consistently. Those were followed in the English markets (Montreal Anglo, Toronto, Calgary, Edmonton, Vancouver) by Top 40/CHR/Urban, Classic Rock, and Mainstream Rock. For Franco Montreal, the News/Talk, Hot AC and AC formats were followed by Multi/Variety/Comedy, Classic Hits and Mainstream Rock in popularity. In terms of demographics, listeners in the five English CMs are comprised of 49.8% women with an average weighted age of 55, while Franco Montreal listeners are 48.2% women.

CKUA Radio says that while it hasn’t been able to meet a $3 million dollar fundraising target, it’s found ways to “bridge the gap” to keep the 96-year-old Alberta institution from going silent. Back in April, the community radio station – which has a presence in both Edmonton and Calgary – made an urgent listener appeal for donations, citing a perfect storm of rising inflationary pressures, limited government funding, the devaluation of its downtown Edmonton office space, and post-pandemic realities. While that initial fundraising effort saw $1.8 million raised in the first 10 days, the station found itself still half a million dollars short of its goal by the end of September. Another round of fundraising launches this Friday. Read more here.

UCB Radio (United Christian Broadcasters) raised more than $380,000 during its Fall fundraiser, Oct. 8-11. Heard on its 15-station network across the country, UCB says the event exceeded expectations, surpassing goals thanks to the incredible support from UCB listeners.

94.9 The Rock (CKGE-FM) Oshawa and Ed the Sock’s All-Night Show will stage Socktoberfest 2024 on Oct. 24 at the Biltmore Theatre, an audience appreciation event to benefit the homeless. Hosted by Ed, attendees of Socktoberfest and members of the “Nighttime Neighbourhood” (Ed’s overnight audience) will participate in on-stage games, performances and contests, with music provided by special guests Blamethrower and rising radio rockers Highteens. Admission to this 19+ event is free, but attendees are strongly encouraged to bring new socks for the homeless, as well as gently used winter clothing and boots. Socktoberfest is supported by Durham Region’s Street Outreach Program, which will be collecting and distributing all donations.

Silken Laumann is the host of Inflection Time, a new weekly podcast featuring firsthand accounts of triumphs, setbacks, and surprising events that redefined her guests’ lives. Launched on World Mental Health Day, the Canadian Olympic medallist and founder of youth mental health organization Unsinkable, aims to explore the pivotal moments that shape human lives and spark meaningful change. Guests include comedian Colin Mochrie, musician Bif Naked, mental health advocate Michael Landsberg, hockey legend Hayley Wickenheiser, celebrity chef Joe Friday, and media personality Erica Ehm.

Sounds Profitable has released insights from The Podcast Landscape 2024, its survey of more than 5,000 American consumers, 18+, diving into their podcast consumption habits. It finds that while some of the medium’s newest hits are primarily consumed on video platforms, the majority of podcast consumers are listening to mainly audio, noting specifically that the percentage of those that watch less than 25% of their podcasts is over three times larger than the percentage who watch 75% or more. Those primarily consuming video podcasts tend to lean male (60%) and slightly younger.

LISTEN: Donna Reed, a former radio host, podcast creator, and voiceover talent is on the Sound Off Podcast, discussing  her career in radio, including her time at WQDR and WRDU in Raleigh, NC; KLOL and KODA in Houston, and WCXR in Washington, D.C. She eventually transitioned to voice acting and curated the “Leopard Print Lounge Chair” channel for AccuRadio during the pandemic.

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Rogers Sports & Media

Pattison Media is introducing 89.5 JR Country (CHWK-FM) to Chilliwack, BC, replacing Classic Hits format 89.5 The Drive. The station’s talent lineup includes Glen Slingerland, who’ll remain in mornings, and John Vosper, who will continue hosting afternoon drive. 89.5 JR Country will also pick up two shows from its Vancouver sister station – midday show “JR at Work” with Kristen Jade, airing from 9 a.m. – 2p.m., and 6 – 10 p.m. weeknight show “Country Nights” with Logan. Music Director Jaxon Hawks will do double duty programming both the Vancouver and Chilliwack JR stations. Pattison Media is also establishing community portal FraserValleyToday.ca as a go-to for news and community information, which will include its own downloadable app. Run by the team behind 89.5 JR Country, the FraserValleyToday team includes Mark Patric, General Manager; Katie O’Connor, Sales Manager; Dave Barry, News Director, and news team Laurice Gomes and Mike Vanden Bosch. Read more here.

Mel Warner, the host of CFRO Co-op Radio’s Caribbean Sounds for the last 30+ years, was inducted into the B.C. Entertainment Hall of Fame as a pioneer in a ceremony at the Commodore Ballroom on June 23, fittingly ahead of The Wailers concert. Warner is also a music promoter, whose company Melo Productions paved the way for ska, reggae and other acts to play in Vancouver. 

JAZZ.FM91 (CJRT-FM) Toronto has announced the second season of Discover Women in Jazz. In partnership with the Pat and Tony Adams Freedom Fund for the Arts, the outreach program promotes and champions women’s contributions to jazz as musicians, writers and bandleaders. The second edition features five musicians from the Greater Toronto Area selected by a panel that includes Colleen Allen, Céline Peterson, Dione Taylor, Aline Homzy and Discover Women in Jazz alumnus Reknee Harrett. Concerts in the series will be broadcast live every Thursday from 7 to 8 p.m. ET between Aug. 4 and Sept. 1, in addition to Jazzology episodes showcasing each participant in conversation with Heather Bambrick in the leadup to their live performance.

Antica Productions and Postmedia Network have formed a strategic content partnership that will see podcasts and unscripted television and film adapted from Postmedia journalism. Toronto-based Antica will represent Postmedia stories for adaptation as streaming properties with Stuart Coxe, Antica Productions President, and Erika Tustin, Senior Director of Content Monetization at Postmedia, leading the partnership. Kathleen Goldhar, former Executive Producer of CBC’s The Current, will oversee the partnership on behalf of Antica, while Chris Gallipeau, Director of Audio and Video, and Andrea Hill, Director of Verticals, will do the same at Postmedia. The first podcast under the deal is True Crime Byline, a six-part series premiering this week hosted and executive produced by Goldhar, that features Postmedia journalists like the National Post’s Tom Blackwell and Joseph Brean, Montreal Gazette reporter Jason Magder, and the Regina Leader-Post’s Barb Pacholik, discussing their work on career-changing stories and the cases that continue to haunt them. The first episode, with Lori Culbert of the Vancouver Sun, dives into the paper’s investigation of serial killer Robert Pickton. Read more here.

Sounds Profitable, in partnership with Edison Research, has put together the first credible study of the profile of podcast creators in America. The Creators finds the space is dominated by men who account for 69% of podcast creators. By age, 33% of creators are 25-34; 28% are 35-44; and 25% are 18-34. Just two per cent of creators are 55+. Other highlights include that 40% of creators hold advanced degrees. 73% of those surveyed are employed in podcasting full-time with 25% earning between $100,000 and $149,000 a year.

LISTEN: Nancy Regan is best-known for her 15-year hosting stint on highly-rated ATV/CTV Atlantic supper-hour lead-in Live at 5…a job she literally fell into after university. Growing up in the spotlight as the daughter of Nova Scotia Premier Gerald Regan, she found herself addicted to approval, which compounded a lifelong struggle with perfectionism. Regan is the author of new book, From Showing Off to Showing Up, that she describes as a memoir with a side of self help. Now a podcaster, actress, and presentation coach, Regan joins us on this episode of Broadcast Dialogue – The Podcast to talk about emerging from years of masking anxiety and imposter syndrome to walk the path of self-discovery and authenticity. Listen on your favourite podcast app or here:

LISTEN: On the latest Sound Off Podcast, Matt Cundill speaks with Marty Forbes, veteran Program Director, VP and GM at stations like 99.9 CKFM Toronto, The Bear (CFBR-FM) Edmonton, CISL Vancouver, CKKS Vancouver, CJAX Vancouver, CKSL London, and his first gig at CHNL Kamloops. In 2009, Marty started Radiowise Inc. to help companies navigate the changing radio landscape. Now that he’s winding Radiowise down, Matt and Marty dive into the challenges radio stations face in 2022, the way many companies are failing to address them, and the problems with the CRTC’s stagnant grip on broadcasting. Listen on your favourite podcast app or here:

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