Music and millennials driving podcast boom

According to a new report produced for the BPI the thriving podcast market is being fuelled by a growing listenership among millennials and by artists and record labels engaging with fans.

Music Ally’s editor in chief Stuart Dredge authored the report, Pod Only Knows: What’s Next For Music and Podcasts, which he presented at the BPI’s Insight Session on 13 June.

The report features a forward by BPI chief executive Geoff Taylor, and it looks closely at podcast audiences and the business and distribution aspects of podcasts.

The report concludes with a directory of popular podcasts and a round up of the key findings.

Record labels and artists are increasingly branching out into the medium to engage with fans.

Notable music podcasts include George Ezra and Friends, Table Manners with Jessie Ware, Blossoms Pubcast, Inside the Album, Ninja Tune Podcast, Digging Deep: The Robert Plant Podcast, and The David Gilmour Podcast.

The key findings of the report are as follows:

  • The weekly audience for podcasts had nearly doubled (84 percent) from 3.2m in 2013 to 5.9m in 2018 according to Ofcom.
  • Half (49 percent) of the UK podcast audience is 35 years old or below.
  • 20 percent of listening time among 15 to 24 year olds goes on podcasts, and 24 percent on live radio, but over a quarter (26 percent) is still taken up music streaming.
  • A survey by podcasting company from 2017 reveals that nearly a quarter (23 percent) of the UK population had listened to a podcast in the last month.
  • RAJAR’s 2019 MIDAS survey shows that 14 percent of the UK adult population is listening to a podcast every week, rising to a fifth among 15 to 34 year olds.
  • A survey of music companies suggests podcasts work best for marketing and brand profiling.

Geoff Taylor, chief executive BPI and BRIT Awards, says: ‘The last couple of years have seen the music community’s interest in podcasts truly awaken. Podcasts are seen as a new and more personal way for artists and labels to connect with fans – enabling them to get into the artist’s mind and forge a deeper relationship with the music they love.

‘It is evident that podcasts particularly resonate with millennials, while the boom is also being driven by a growing number of music artists, including George Ezra, Jessie Ware, Robert Plant and David Gilmour, who are embracing the concept and making it their own in highly imaginative ways.’

To read the full report, please visit musically.com

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