A diverse audience, increasing usage time

Listened to a podcast this week? If the answer is yes, you are far from alone - podcasts are popular throughout the world. Whereas in the early days of podcasts, listeners were typically younger tech-savvy men, the podcast audience today is more diverse. The total number of listeners has increased significantly, and so has the average time spent listening to podcasts.

According to Agma 2022 data, 29.3% of the German-speaking population listens to podcasts. In the age group 14-49 years old (the most relevant group for advertisers), the percentage is even higher (41.8%).

An Ad Alliance study revealed that more than half of the podcast listeners in Germany devote 60 minutes or more per week to the medium. The most popular podcasts are those in which the individual episodes last 20 to 30 minutes. One to three different podcasts are listened to regularly by the majority (62%), for 19% four to five are indispensable.


Wondering which podcasts best fit your brand? Have a look at our podcast portfolio and contact us for more!