GITNUX MARKETDATA REPORT 2024

Diversity In The Podcast Industry Statistics

An increase in diversity within the podcast industry is expected based on statistics showing a growing representation of marginalized voices and audiences.

With sources from: niemanlab.org, brookings.edu, pewresearch.org, poynter.org and many more

Statistic 1

Podcasters from underrepresented groups are twice as likely to cite lack of funding as a barrier.

Statistic 2

The top 10% of podcasts generate 90% of revenue, with minimal diversity among top earners.

Statistic 3

Women of color face a 50% higher barrier to entry in securing podcast sponsorship.

Statistic 4

25% of podcast creators are interested in producing bilingual episodes.

Statistic 5

Podcasts addressing social justice issues see a 22% higher engagement rate.

Statistic 6

Approximately 22% of podcasts are hosted by women.

Statistic 7

Black podcast listeners have increased by 63% over the last five years.

Statistic 8

There are over 850,000 active podcasts on diversity-related themes.

Statistic 9

Asian American podcast listeners make up 19% of the total podcast audience.

Statistic 10

LGBTQ+ representation in podcasts is about 7%.

Statistic 11

Only about 12% of podcast hosts are people of color.

Statistic 12

Nearly 40% of podcast listeners prefer content that addresses cultural diversity.

Statistic 13

45% of podcasts have episodes that discuss diversity and inclusion topics.

Statistic 14

28% of podcast listeners identify as Hispanic.

Statistic 15

Podcasts with diverse hosts see 18% more audience growth year over year.

Statistic 16

Podcasts in non-English languages account for 17% of the total podcast library.

Statistic 17

Approximately 36% of podcast listeners are bilingual.

Statistic 18

Over 60% of podcasts produced by major networks have a male lead host.

Statistic 19

Podcasts produced by independent creators are 35% more likely to feature diverse voices.

Statistic 20

Native American voices constitute less than 1% of total podcast hosts.

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In this post, we explore the landscape of diversity in the podcast industry through a lens of statistics. From barriers faced by underrepresented groups to the impact of diverse hosting on audience growth, these data points shed light on the current state of inclusivity within the podcasting realm. Let’s dive into the numbers and unveil the realities shaping the future of podcasting.

Statistic 1

"Podcasters from underrepresented groups are twice as likely to cite lack of funding as a barrier."

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Statistic 2

"The top 10% of podcasts generate 90% of revenue, with minimal diversity among top earners."

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Statistic 3

"Women of color face a 50% higher barrier to entry in securing podcast sponsorship."

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Statistic 4

"25% of podcast creators are interested in producing bilingual episodes."

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Statistic 5

"Podcasts addressing social justice issues see a 22% higher engagement rate."

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Statistic 6

"Approximately 22% of podcasts are hosted by women."

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Statistic 7

"Black podcast listeners have increased by 63% over the last five years."

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Statistic 8

"There are over 850,000 active podcasts on diversity-related themes."

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Statistic 9

"Asian American podcast listeners make up 19% of the total podcast audience."

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Statistic 10

"LGBTQ+ representation in podcasts is about 7%."

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Statistic 11

"Only about 12% of podcast hosts are people of color."

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Statistic 12

"Nearly 40% of podcast listeners prefer content that addresses cultural diversity."

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Statistic 13

"45% of podcasts have episodes that discuss diversity and inclusion topics."

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Statistic 14

"28% of podcast listeners identify as Hispanic."

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Statistic 15

"Podcasts with diverse hosts see 18% more audience growth year over year."

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Statistic 16

"Podcasts in non-English languages account for 17% of the total podcast library."

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Statistic 17

"Approximately 36% of podcast listeners are bilingual."

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Statistic 18

"Over 60% of podcasts produced by major networks have a male lead host."

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Statistic 19

"Podcasts produced by independent creators are 35% more likely to feature diverse voices."

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Statistic 20

"Native American voices constitute less than 1% of total podcast hosts."

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Interpretation

The statistics paint a complex picture of diversity in the podcast industry, highlighting both progress and persistent barriers. While there is a growing interest in addressing diversity-related themes and welcoming underrepresented voices, the dominance of top earners by a limited demographic group and barriers faced by women of color and underrepresented groups indicate that there is still work to be done. The data show that podcasts tackling social justice issues and featuring diverse hosts have higher engagement and audience growth, suggesting a demand for more inclusive content. Moving forward, efforts to increase funding opportunities for underrepresented podcasters, improve sponsorship access for women of color, and enhance representation across all levels of podcasting will be crucial for fostering a truly diverse and inclusive industry.

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