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Podcasts bigger than ever
The major podcast report shows that far more Norwegians are listening to podcasts. The growth is greatest among the over 50s.
Almost half of all Norwegians have listened to podcasts in the past year. This is an increase of 12 percent from last year, when 34 percent reported the same. The figures come from the fourth edition of The Great Podcast Report, which was compiled by Norstat on behalf of NRK, Bauer Media and Aller Media.
The report also shows that we are listening more often than before. Weekly coverage increases from 27 to 35 percent, while daily listening increases from 15 to 21 percent.
-Podcasting is stronger and bigger than ever. Podcasts are growing among the general population. It is becoming a fairly established media platform," says Regine Sandberg of Aller Media . She is part of the group that has prepared the major pod report.
This is the first time Aller Media has participated in the survey. Schibsted was previously part of the alliance, but they have opted out.
- Aller Media is focusing on podcasts in the future, and has several exciting new launches in the pipeline. We therefore see great value in participating in this year's survey, which highlights a growing market that we have great faith in," says Sandberg.
Experiencing the greatest growth among those over 50
Podcasts are growing in almost all age groups, but the biggest increase comes from those who have not listened to podcasts much before. Norwegians in their 20s have long been the most avid podcast listeners, but now they have been overtaken by men and women in their 30s. In this age group, as many as 65 percent have listened to a podcast in the past year.
But even though younger people listen to podcasts the most, it is Norwegians over the age of 50 who now account for the largest growth. Podcasts have also doubled the number of listeners in their 60s since last year.
- "Older listeners are much more interested in being updated and learning new things, while younger listeners are much more interested in humor and being entertained," says Sandberg.
She explains that humorous podcasting is most popular among those aged between 15 and 29. In this group, six out of ten say they are very interested in humor podcasts, while 43 percent of those aged 30-44 say the same. Among the over-60s, the analyst says, humor is not even in the top ten most interesting genres.
Free podcasts are important
Sandberg explains that the most important feature of a podcast for all age groups is that it is free. Those over 60 are also concerned that it should be free of advertising, while this is not as important for younger listeners.
