Podcasts often reach more than one listener at a time, but those additional ears aren't counted toward overall market reach, according to a new industry report.
Fourteen percent of weekly podcast listeners frequently watch or listen with others, and 42 percent have co-listened at some point, according to data from the Podcast Download report from Signal Hill Insights and Cumulus Media.
The 17 percent of podcasts consumed through smart speakers or connected TVs is likely reaching more than one listener, and another 17 percent of podcasts are consumed in cars where other listeners might be present, according to the report.
By comparison, the average TV audience is 1.3 viewers, while Hulu and Amazon Prime Video average 1.5 viewers and Disney+ clocks 1.8, according to TVision analytics.
The prevalence of podcast co-listening is highest among the family/kids genre, where 31 percent report regular multiple listeners, and in rewatch podcasts, with 26 percent reaching multiple people.
Even more secondary listeners are likely reached via mobile. The author has overheard everything from Smartless and search-and-rescue episodes streamed via phone into a friend's truck to a breakdown of the Big Year concept in birding and true crime episodes via speakerphone at home.
The top 12 podcast categories reported between 31 percent (kids and family) and 15 percent (entertainment/pop culture) regularly reaching multiple listeners.
Coming soon- A dive into consumption habits from the same report.
