NPR Podcast User Profile

WHO IS THE NPR PODCAST LISTENER?
NPR Podcast Listeners
All Podcast Listeners
80%
68%
70%
58%
60%
50%
Total U.S. Adults
46% 45%
40%
43%
39%
53%
35%
29%
30%
20%
10%
0%
Affluent
Educated
Younger
HHI $75k+
4-year college degree+
A25-44
NPR podcast listeners are 18%
more likely than the average
American to earn $75k+ in HHI*
NPR podcast listeners are 131%
more likely than the average
American to hold a four-year
college degree+
NPR podcast listeners are 22%
more likely than the average
American to be
age 25-44
68% of NPR podcast listeners participate in business purchase
decisions. 56% are business purchase decision makers.
More than half of all monthly
podcast listeners have listened to an
NPR podcast in the past year.
50%
of 25-34 year-old listeners consider NPR
podcasts to be essential listening.
93%
of NPR podcast listeners typically consume most or all of
an episode of a public radio podcast.
NPR podcast users listen to more than 5
different podcasts per week. Those age 25-44
listen to nearly 7.
Sources: Public Radio Podcast Listener Survey, Edison Research, 2015. Total U.S. Population data from GfK MRI Doublebase 2014.
*public radio podcast listener income weighted based on respondents who answered the question. Agree = 4 or 5 on a 5 point scale.
WHO IS THE NPR PODCAST LISTENER?
41% of listeners have talked with a friend, family member
or colleague about a product they heard about on an
NPR podcast.
31% gathered more information about a company
or product they heard about on an NPR podcast.
71% agree that product endorsements by hosts are
appropriate for public radio.
70% of listeners age 25-34 recall companies they have
heard mentioned as sponsors of NPR podcasts.
73%
63%
58%
of NPR podcast listeners
agree that they “appreciate
companies that support
public radio podcasts.”
of NPR podcast listeners
agree that their opinion of a
company is more positive
when they find out it
supports public radio
podcasts.
of NPR podcast listeners
prefer to purchase products
or services from companies
that support public radio
podcasts.
SPONSOR NPR PODCASTS TODAY
NPR Sponsorship
sponsorship@npr.org |202.513.2093
Sources: Public Radio Podcast Listener Survey, Edison Research, 2015. Total U.S. Population data from GfK MRI Doublebase 2014.
*public radio podcast listener income weighted based on respondents who answered the question. Agree = 4 or 5 on a 5 point scale.