{"id":128576,"date":"2026-05-27T10:41:17","date_gmt":"2026-05-27T10:41:17","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/05\/27\/b2b-podcasting-20-stats-that-make-the-marketing-case-toprank-marketing\/"},"modified":"2026-05-27T10:42:17","modified_gmt":"2026-05-27T10:42:17","slug":"b2b-podcasting-20-stats-that-make-the-marketing-case-toprank-marketing","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/05\/27\/b2b-podcasting-20-stats-that-make-the-marketing-case-toprank-marketing\/","title":{"rendered":"B2B Podcasting: 20 Stats that Make the Marketing Case \u2013 TopRank\u00ae Marketing"},"content":{"rendered":"

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Have you ever ever tried studying a weblog whereas washing dishes? Cleansing the home? Driving to work? (Effectively, you may however that doesn\u2019t sound like an important consumer expertise, does it?) That\u2019s not a knock on blogs. They continue to be important for search engine marketing, feeding LLMs with content material, driving site visitors, and lead technology. They usually\u2019re not going wherever.<\/p>\n

However podcasts for B2B audiences can supply one thing blogs by no means might. They match into the components of your viewers\u2019s day when taking a look at a display screen isn\u2019t an possibility. The neatest B2B manufacturers aren\u2019t selecting between the 2. As an alternative, they\u2019re doing each.<\/p>\n

And should you\u2019re not satisfied but, We\u2019ll let the info inform the story.<\/p>\n

B2B Podcasting: 20 Stats that Make the Case<\/h2>\n

These statistics come from 5 completely different analysis stories, all launched within the final yr. Whenever you have a look at all 5 collectively, the image is obvious: podcasting for B2B audiences hasn\u2019t even begun to peak, and B2brand content material is the subsequent frontier.<\/p>\n

Podcast Listenership Retains Rising<\/h2>\n

Podcasting is a progress medium. Extra individuals are listening now than ever earlier than. However what\u2019s really spectacular is what number of listeners are new to the medium. Although podcasts have been round for the reason that early 2000s, they\u2019ve solely lately reached a real mass market viewers.<\/p>\n

\"Edison<\/p>\n

Supply: Edison Analysis<\/p>\n<\/div>\n

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  1. An estimated 158 million People are month-to-month podcast customers, up from simply 46 million in 2015. (1)<\/li>\n
  2. Weekly podcast customers now quantity 115 million. (1)<\/li>\n
  3. Since 2015, weekly time spent with podcasts has grown by 335%. (1)<\/li>\n
  4. 40% of the U.S. 12+ inhabitants has consumed a podcast within the final week. (1)<\/li>\n<\/ol>\n

    Podcast Listeners Are Demographically Beneficial<\/h2>\n

    Okay, so thousands and thousands of individuals are listening to podcasts. However are these folks a worthwhile target market for B2B entrepreneurs? Honest query. Not each huge viewers is the fitting viewers. Loads of platforms boast big numbers and ship underwhelming outcomes. So earlier than you get too enthusiastic about 158 million month-to-month listeners, let\u2019s discuss who these folks truly are.<\/p>\n

      \n
    1. Month-to-month podcast customers skew higher-income: 47% earn $75K+, in comparison with 43% of the final U.S. inhabitants. (1)<\/li>\n
    2. Weekly podcast customers usually tend to be college-educated, and are disproportionately enterprise homeowners (18%) and householders (56%). (1)<\/li>\n
    3. 68% of 35-54-year-olds consumed a podcast within the final month, making it a robust car for reaching one in every of promoting\u2019s most valued demographics. (5)<\/li>\n<\/ol>\n

      Podcasts Are a Trusted Data Channel<\/h2>\n

      We reside in an period of persistent skepticism. B2B patrons are drowning in content material, ignoring advertisements, and tuning out manufacturers that speak at them as a substitute of to them. Necessary distinction, no? The manufacturers reducing via in 2026 all have one factor in widespread: they\u2019re credible. Podcasts are one of the vital direct paths to changing into that trusted, go-to useful resource in your viewers. They don\u2019t simply attain patrons. They construct the sort of familiarity and authority that really strikes choices.<\/p>\n

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      1. People discover podcasts 23x extra reliable than social media. (2)<\/li>\n
      2. Practically a 3rd of U.S. adults, 32%, now get information from podcasts, up from 22% in 2020. (3)<\/li>\n
      3. 69% hearken to in-depth explainer-style content material. (3)<\/li>\n<\/ol>\n

        Podcast Followers Are Devoted Listeners<\/h2>\n

        Can all of us agree that the majority digital content material will get seconds of your viewers\u2019s consideration earlier than they scroll, click on away, or get distracted? Podcasts are constructed in another way. Whereas the remainder of the web is combating over fractions of a minute, podcast listeners are exhibiting up and staying.<\/p>\n

        \"Edison<\/p>\n

        Edison Analysis<\/p>\n<\/div>\n

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        1. Listeners spend practically 1 hour per day with podcasts. (2)<\/li>\n
        2. Weekly podcast customers collectively log 773 million hours per week. (1)<\/li>\n
        3. Podcast followers, those that fee their very own engagement 5 or increased out of 10, spend over 9 hours every week with podcasts, practically 4 hours greater than informal listeners. (1)<\/li>\n
        4. Good TVs, now in 75% of U.S. houses, are driving in-home podcast listening, proving the medium is not only for commuters. (1)<\/li>\n<\/ol>\n

          Video Is Increasing the Medium<\/h2>\n

          We\u2019ve come full circle right here, people. Many podcasts have primarily change into video-forward speak exhibits. Is it modern? Is it nonetheless \u201cradio?\u201d Is this modification growing listenership? Viewership? These are questions for an additional weblog.<\/p>\n

          Right here\u2019s\u00a0 the factor: the demand is plain. Netflix even has a devoted class for podcasts now. A lot of the exhibits I hearken to now supply a video feed, and the advantages are apparent. Seeing a visitor\u2019s response or a bunch\u2019s physique language creates a degree of intimacy that audio simply can\u2019t match. It additionally offers additional actual property for model recognition and higher advert placements.<\/p>\n

          I’d argue this shift particularly helps B2B manufacturers as a result of their merchandise are sometimes advanced or intangible. When a product is tough to visualise, video humanizes the summary. It turns a faceless service into a private partnership.<\/p>\n

          \"Beyond<\/a><\/p>\n

          Past B2B Advertising Podcast<\/p>\n<\/div>\n

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          1. Greater than half the U.S. inhabitants, 51%, has ever watched a podcast. (1)<\/li>\n
          2. On a month-to-month foundation, video podcast customers now make up 37% of the U.S. 12+ inhabitants. (1)<\/li>\n
          3. Greater than 1 in 4 People, 26%, watched a video podcast within the final week. (1)<\/i><\/li>\n<\/ol>\n

            In the event you\u2019ve ever listened to a podcast, you realize they\u2019re typically infested with advertisements (Anybody hearken to iHeartRadio podcasts?). However what medium isn\u2019t as of late? The excellent news is the overwhelming majority of listeners are okay with this for the reason that content material is technically free. And that goodwill interprets.<\/p>\n

            Increasingly listeners are buying merchandise after listening to these advertisements.<\/p>\n

            It’s a must to meet your viewers the place they’re, and that is the place they’re. So the query isn\u2019t whether or not podcasting belongs in your B2B advertising and marketing combine. It\u2019s whether or not you possibly can afford to depart that touchpoint on the desk.<\/p>\n

              \n
            1. 97% of spoken-word audio on digital platforms is ad-supported, in comparison with solely 47% of music content material. (4)<\/li>\n
            2. 44% of listeners bought a product after listening to a podcast advert, up from 34% in 2020. (1)<\/li>\n
            3. 88% of weekly podcast customers say advertisements are a good commerce at no cost content material, and 68% say they don\u2019t thoughts listening to them. (1)<\/li>\n<\/ol>\n

              Don\u2019t Be (Pod) Solid Apart<\/h2>\n

              Podcasting isn\u2019t \u201cgood to have\u201d anymore. It\u2019s the place your patrons already are. And getting began with Podcast Marketing<\/a> doesn\u2019t need to be overwhelming when you’ve got the fitting companions dealing with sponsorships, visitor sourcing, manufacturing, and promotion.<\/p>\n

              When you\u2019re at it, do your self a favor and queue up the Beyond B2B Marketing Podcast<\/a>. Lee Odden and a few of the sharpest minds in B2B advertising and marketing cowl every thing from AI disruption and transformation to the significance of creativity and storytelling plus every thing in between.<\/p>\n

              In the event you\u2019d prefer to be taught extra about the way to construct a podcast in your B2B model that positions you because the go-to useful resource in your house, we can help.<\/a><\/p>\n

              Sources:<\/b><\/p>\n

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              1. The Podcast Consumer 2025, Edison Research<\/a><\/li>\n
              2. The State of Podcasting, iHeartMedia<\/a><\/li>\n
              3. Podcasts and News Fact Sheet, Pew Research<\/a><\/li>\n
              4. Share of Ear, Edison Research<\/a><\/li>\n
              5. The Infinite Dial 2026, Edison Research<\/a><\/li>\n<\/ol><\/div>\n