---
title: "Audio on Demand: The Rise of Podcast Listening"
description: According to the RAJAR Midas Survey released this week, podcast listenership has risen significantly compared to last year.
image: https://content.communicorpuk.com/hubfs/PODCAST2.jpg
---

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# Audio on Demand: The Rise of Podcast Listening

###### **April 30, 2020**

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![Audio on Demand: The Rise of Podcast Listening](https://content.communicorpuk.com/hubfs/PODCAST2.jpg)  1   
min

 

**According to the [RAJAR Midas Survey](https://www.rajar.co.uk/docs/news/MIDAS_Spring_2020.pdf) released last week, listenership has risen significantly compared to last year. 10.1 million people now listen to podcasts each week. That is a 24% increase since Spring last year, this equates to 59 million hours of listening each week, up from 3 million last year.**

 

The survey also investigated the habits of listeners and interestingly *32% of listening hours are done while* driving or traveling, suggesting commuters are a large portion of the audience. *79% of the listening is also done via smartphone,* again suggesting further that people are enjoying podcasts whilst traveling to work.

![Picture 2](https://content.communicorpuk.com/hs-fs/hubfs/Picture%202.jpg?width=904&height=442&name=Picture%202.jpg)

(Source: RAJAR Trend Data MIDAS Spring 2020)

 

With the rise of podcast *‘Super Listeners’* – people who consume twice the amount of podcast content compared to generic listeners – advertising has now become prevalent within the medium. According to recent [Nielsen](https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/podcast-sponsorship-effectiveness.pdf) research, over *half of the podcast ads* tested *outperformed pre-roll video ads* with *83%* of respondents thinking that the host is ‘authentic and natural’ in delivering the ads, therefore do not mind the messaging.

 

Podcasts are *most popular within the Millennial market* with Generation Z close behind, the younger age of this sector will mean that as podcasting grows, audiences will stick to the medium, indicating that *advertising will only boom* in coming years as the tech savvy audience expands.

![Picture 1](https://content.communicorpuk.com/hs-fs/hubfs/Picture%201.jpg?width=632&height=356&name=Picture%201.jpg)

(Source: Jacobs Media Tech Survey 2020)

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