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Podcasts are “finally showing up” for Black listeners, according to the first-ever Edison Research Black Podcast Listener Report by SXM Media and Mindshare. Listenership among Black Americans is surging, and “these consumers are gravitating to shows with Black hosts that spotlight Black issues and voices.”
Presented yesterday, the Report is based on a survey of over 2,500 people. Findings cover the topics and genres they are most interested in, where and how they listen, and their feelings about podcast advertising. 36% of Black Americans now listen to podcasts monthly, and weekly listeners have jumped to 26%.
Growth is happening fast, says Natasha Stockton of Mindshare. Weekly listenership is up a remarkable 53% from last year, and 42% of monthly listeners say they’ve been streaming shows for one year or less. Overall, 59% said they’d even listen more if there were more shows with Black hosts. The Report is free to download.
Oprah Winfrey’s appearance on Clubhouse last Sunday was “a major get for any platform,” writes Ashley Carman of Hot Pod. The exclusive chat followed Winfrey’s turbo-hyped interview with Adele, pulling 10 million viewers to CBS. Turnout on Clubhouse, however, was somewhere around 40,000 — 250 times fewer.
Despite the ‘Total Attendee Count’ feature rolled out last week, the actual listener count is unclear. “One recording of the show indicates only 22.7K people tuned in at all,” though a Clubhouse spokesperson says a “glitch” failed to account for the room’s full audience. Their calculation of unique listeners is nearly double.
This was an important gauge of Clubhouse’s power to draw an audience. As Carman points out, the queen of television is an app’s greatest blessing. Numbers aside, the new replay experience is well-built: “You can skip around, view who’s talking, and essentially, relive the event as if you were in the app when it happened.”
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