What do the most active podcast listeners actually want?The Knight Foundation, The Knight Foundation,
Podcasts are becoming a more popular digital media outlet. If you’re interested in branching out into podcasts at your organization or would like to refine your current strategies to reach the most engaged audience, then this survey conducted by Edison Research and funded by the Knight Foundation is a great place to start.
Edison Research collected 28,964 interviews with podcast listeners 18 years old and above, who listened to at least one podcast from one of six major publishers: National Public Radio, WNYC, American Public Media, WBUR, PRX and Gimlet Media.
This article breaks down the characteristics and preferences of the most engaged podcast listeners of public media based off the report.