Girls, girls, girls!!!
45% of women in the US over the age of 12 report having listened to a podcast in the last month. That’s up from just 39% in 2023.
32% of women in the US over the age of 12 say they’ve listened to a podcast in the last week. That’s up from 27% in 2023.
Weekly and monthly podcast listening among men is up by just 3% and 4%, respectively. Which makes WOMEN AND GIRLS the fastest growing segment of the population when it comes to podcast listenership.
So, who are you marketing your podcast towards? Who is your target audience? Why should they care about your podcast?
If you aren’t able to answer these basic questions, then what are you even doing?!
TARGET AUDIENCE
Gone are the days of casting a wide net and hoping to snag a few listeners in the process. WIth more and more people listening to podcasts worldwide, it’s in your best interests to niche down and tailor your content and marketing efforts to resonate with this your target audience. So, how do you go about doing that?
You need to be thinking about WHO your target audience is. What are they interested in? What are their problems? What does a typical day in their life look like? Where are they and what are they doing when they’re listening to your podcast? How often can they commit to listening to new episodes? Then, you want to create content that fits THEIR needs, as opposed to your own.
PODCAST MARKETING
If a great podcast is recorded but no one knows about it, did it ever really happen? It’s paramount that you’re promoting and marketing your podcast effectively, in order to get the right ears behind your messaging. Are you crafting content that speaks directly to the interests, needs, and experiences of your target audience? Understanding the preferences and habits of your listeners is key to attracting and retaining their attention.
GIRLS, GIRLS, GIRLS!
You can’t just slap some pink cover art on your podcast and call it a day. If you want to attract and retain women and girls as loyal listeners of your podcast, you need to create content that actually interests them, not just content that you THINK interests them. Women and girls have diverse interests. For example, women and girls make up 46% of the National Football League’s fanbase. In fact, more women watched Super Bowl LIV than the Grammy's, Oscar's, and Emmy's combined. And yet, there’s very little NFL content that’s geared towards women. Are you thinking what I’m thinking?
THE POWER OF PODCASTING
Podcasts have the power to inform, inspire, and entertain, offering a platform for diverse voices and perspectives to be heard and valued. By amplifying female voices and addressing issues that resonate with women and girls, podcast creators can cultivate a loyal and engaged audience that feels seen, heard, and understood.
There’s no question at this point that women and girls are the fastest-growing demographic in podcast listenership. And this is a true testament to the power of having diverse voices telling their stories. As podcast creators and marketers, it's our responsibility to meet the evolving needs and preferences of this audience, creating content that not only entertains but also empowers. So, if you aren't able to answer these basic questions about your podcast's target audience, it's time to reassess your approach and ensure that you're creating content that resonates with the diverse and dynamic listenership of today—and tomorrow.
