If 2020 was nothing else, it was a whole lot more, it was a year of growth in podcasting.
The podcast industry’s efforts to reach a wider spectrum of listeners are paying off. An analysis of the podcast audience by Nielsen Podcast Buying Power Service finds the medium’s listeners are now more diverse than the population overall, despite a growing reach that is bringing in a greater number of listeners of all age groups.
Nielsen reports 41% of monthly podcast listeners aged 18 and older are non-white. That includes 19% who identify as Hispanic and 13% that are Black. That compares to the overall U.S. population that is 34% non-white.
Several podcast publishers have made special efforts to appeal to non-White audiences. iHeartMedia is launching a podcast network targeting the Latinx community, as they say, will be a top priority in 2021 after the launch of The Black Effect Podcast Network in 2020. It earlier set a goal of investing half of its new shows from diverse creators in 2020 and beyond, including women, African-Americans and Hispanics.
The Nielsen data shows no ethnic group has grown at a faster pace than Hispanics, with the number of podcast listeners among that demo growing six-times since 2010. Podcasting’s reach among Hispanics has increased from 1.1 million to 6.8 million among those who said they had listened to a podcast in the past 30 days.
Businesses take note. The data reveals that Black and Hispanic podcast listeners were more likely to report visiting a retail location that they heard advertised in a podcast than were Whites. And both Black and Hispanic podcast listeners were more prone to have called a telephone number they heard mentioned in a podcast ad.
All this leads up to the main reason for this podcast episode. We are proud to announce that Circle270Media Podcast Consultants are partnering with a new podcast called Level Up And Thrive. This podcast will be hosted by Yasmine Robles, owner of Robles Designs ("Creators of drool-worthy websites for small business hell-bent on taking over the world").
As she explains in this episode of TriVillage Chamber Partnership’s Business Inspires podcast, the focus will be on the LatinX business community in and around Central Ohio.
We are targeting February 2021 as the launch month. We will keep you updated on our websites, Note To Future Me, and Circle270Media.com.
Let’s talk about what podcasting can do for your business in the next 12-months. Whether you’re B2C or B2B, we can create a content marketing strategy that will work for you.
Connect with me if you would like to talk more about this. My calendar is available on my Circle270Media Podcast Consultants business website at circle270media.com
Subscribe to my free daily Open The Mic Newsletter. It’s chock full of podcast news you may have missed, as well as social media, sales, and audio production tips, and insights on how to grow your business podcast.
Recorded in conjunction with Channel 511, in the Brewery District, downtown Columbus, OH.
Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. With over 35+ years of experience in Marketing, Content Creation, Audio Production/Recording and Broadcasting, the podcast consultants at Circle270Media strategically bring these strengths together for their business Podcast clients.
Email us at podcasts@circle270media.com to set up time to talk more about your new or established business podcast.
