New Research: What Brands Need to Know to Reach Black Podcast Listeners in 2023

In 2021, we partnered with SXM Media and Edison research on the industry’s first Black Podcast Listener Report. Now we’re back, with new findings on the growth of this audience, their favorite genres and other listening habits, and how marketers can engage them for success.

To start: Black podcast listeners are outpacing the total U.S. population in podcast consumption. When surveyed, 43% of Black Americans said they had listened to a podcast in the last month—that’s five points higher than the total population. Not only is listenership growing, but they’re avid listeners, tuning into podcasts over five hours every week. And when the ads start to play, Black listeners are receptive to what they’re hearing. 

Over 80% of Black podcast listeners say they would consider a brand if they heard their ad on a podcast with a Black host—and 78% would purchase.

“Podcasting has long had a perception of being primarily a white space, and research like this shows that that’s not the case, especially as Black listenership outpaces total US consumption of podcasts,” said Jared Greene, Director, Invention+, Mindshare. “Black consumers are an attentive audience and there are a variety of possibilities for advertisers as we see the diversity of Black listeners from gender to age to trending interests. Brands that build intentional, long-term relationships with Black podcasts have an opportunity to gain a wealth of goodwill with the community because the act of sustained investment signals care and value.”

Over 2,500 Black Americans age 18+ were surveyed online for this study. SXM Media highlights the study findings and outlines the trends in the podcast world.

Research Excerpt:

Black Podcast Listeners are Educated and Successful

Traditionally, the total podcast listenership skews more male, with female listening on the rise to close the gap. But when it comes to Black listenership, women lead the way. The average Black monthly podcast listener skews young and female (56% are women), and they’re highly educated and employed—in other words, the kind of consumer brands want to reach. And though most of the audience falls between the ages of 18 and 34, older listeners are still joining the party—36% are between the ages of 35-54. So, whether you’re trying to reach Gen Z and younger millennials or older millennials and Gen X, podcasts are an effective medium to do that.

Though women tend to lead Black monthly podcast listenership, weekly listening is led by men. Men represent the majority of Black weekly podcast listeners (52% Men / 48% Women), which is a sign that they listen more frequently than women.

Brand takeaway: Podcasts offer brands a unique outlet to reach a wide range of Black listeners. Regardless of age, gender, or level of education, Black audiences are actively seeking and tuning into podcasts.

Black Podcast Audiences are Listening for Hours

Podcasts are attracting new Black listeners in droves, and listeners are spending an average of 5+ hours per week. Social media and influential figures are fueling this surge. Celebrity influence and popular topics play a big role in drawing Black audiences and capturing their attention. When asked what attracted them to the first podcast they listened to, 51% said it was a celebrity, host, musician, or influencer, and 46% said it was an interesting topic. And when asked how they initially discovered podcasts, 36% said social media. Additionally, 18% of Black podcast listeners say they heard about a podcast from friends and family.

Brand takeaway: The audience of Black podcast listeners is engaged and growing. Brands should explore the impact audio strategies such as sequential messaging have in reaching and converting Black podcast listeners given their engagement.

Black Listeners are Looking for and Finding Themselves in Podcasts

Relevancy matters more than ever to the Black podcast listener. This audience wants to hear themselves represented in authentic ways. Shows with Black hosts that highlight Black perspectives are more likely to draw this audience:

• 63% say it’s important that they podcasts they listen to include Black stories and perspectives
• 62% of Black monthly podcast listeners say it’s important that podcasts include unfiltered conversations that can’t be heard elsewhere.
• 50% say it’s important that the podcasts they listen to are hosted by Black podcast hosts

The appetite for Black content is high, and Black podcasts listeners want more of it. Over half say they want more podcasts that include Black stories, with 60% saying they wish a trusted personality had a podcast and 51% wishing there were more podcasts with Black hosts or hosts of color.

Brand Takeaway: Creators of Black-led podcasts develop strong, loyal relationships with their listeners. Brands have the opportunity to tap into consistent, leaned-in audiences by developing partnerships or content series with popular Black podcasts and personalities within the space to grow their awareness.

Black Podcast Listeners are Receptive to Ads

Like much of the general population of podcast listeners, Black audiences are receptive to ads. Nearly 50% say they think favorably of sponsorship messaging (49%) or product/sponsor messages read by the host (48%). And podcasts ads on shows created by or featuring Black hosts are particularly effective at influencing Black podcast listeners and moving them through the consumer journey.

• 82% would consider a brand if they heard their ad on a podcast with a Black host
• 80% would trust the brand
• 80% would recommend the brand
• 78% would purchase the brand

Brand Takeaway: Brands need to develop long-term audio strategies to build meaningful, trusting relationships with Black consumers. Intentional investment in Black podcasts signals to listeners that brands are invested in the Black community and topics that they deem relevant.

And, marketers must also keep in mind brand voice when trying to develop ads to reach Black listeners. Consider the role host reads/ad-libbed ads will have in authentically reaching the desired audience based on the tone of said podcast.