Some Audio listeners occasionally catch a podcast, and others tune in for most episodes of their favorite shows. But then there are the podcast junkies – those devoted fans who just can’t stay away. They have mastered the art of “one earbud in” as they eagerly await each episode drop so they can remain deeply engaged with their cherished shows and intimately connected to their beloved hosts.

For advertisers, the allure of this enthusiastic demographic is undeniable. These everyday podcast listeners are more than a thoroughly reliable audience. They’re higher income, younger, and more receptive to advertising messages than other listeners. They’ll eagerly explore the products and services their favorite hosts discuss – and they’re more likely to actually make the purchase. Let’s meet these pod-addicted consumers.

Simply put, podcast junkies trust their pods. They come for the authenticity, they stay for the engagement, and they don’t miss a moment – even the ads, regardless of whether the host or the producer reads the message.

That’s easy – they take action. They move seamlessly through the path to purchase – from the top of the funnel (igniting brand awareness and conversations), to the middle (visiting the retail site and making the purchase), to the bottom (moving beyond being a loyal consumer to becoming a vocal advocate). Even better, the more time they spend with their favorite titles, the more they are likely to act on what they hear!

There are many opportunities for brands to engage with podcast listeners. According to the latest Edison Research Infinite Dial study, the podcast listening audience is nearly 100 million strong every week. And it’s by no means a male-dominated platform, female listeners are now averaging an impressive 10 podcasts per week.

And as for the everyday listeners — the pod-addicted generally like to smile and stay in-the-know. They’re going for laughs with comedy like our Ear Biscuits with Rhett & Link. They stay connected with news programs, and they’re entertained with true crime, lifestyle, and sports podcasts.