Despite the increasing popularity of video podcasts, the number of podcast listeners remains fairly stable. This is evident from the fifth edition of the Market Effect Podcast Monitor.
In the measurement, the number of listeners did not increase for the first time. The expectation is that the peak number of listeners has not been reached, but there will be no explosive growth.
Approximately 6.3 million Dutch people (44%) aged 16 and over sometimes listen to podcasts, which is about the same as the last conference (November 2020).
People seem to listen to the same podcasts a lot: 33% of people now subscribe to a series, and in November 2020, it was 25%. The scope of podcasts is still increasing rapidly, which means that producers must do their best to be unique and discoverable.
Podcasts are particularly popular among men and highly educated people. However, students take their own humiliation: no less than 73% of students sometimes listen. Relaxation and entertainment are still the main reasons for listening. In addition, people mainly listen at home (70%) and on the road (44%), and mainly listen through Spotify (47%) and YouTube (42%).
As with previous measurements, externally recorded commercials are considered the most disturbing form of sponsored content. Sponsoring a column or discussing certain products is the least disruptive. Approximately 41% of listeners will hear the ad at some point.
In addition, 8% of listeners said they have paid for podcasts, and 39% said they are willing to do so when necessary, which of course depends on investment.
The survey was conducted by an independent research organization, Markteffect, on a representative sample of 1,033 respondents aged 16 and above.