March 31, 2020
With millions of people home-bound through work and school due to the coronavirus pandemic, new data from Parks Associates finds 36% of U.S. broadband households listen to podcasts weekly, although the research firm expects patterns of video, music, and news consumption to change dramatically as a result of the current public health crisis.
The study finds that podcasts dealing with video, music and news have a stronger appeal among younger consumers than older consumers and almost half of podcast consumers are heavy users, spending more than five hours per week listening. Podcast users are also very interested in bundling podcast services with video and music.
The Dallas-based research company reports that in the third quarter of 2019, 9% of U.S. broadband households subscribed to an online news service.
“While news consumption is going up during the COVID-19 crisis and daily briefings, most online news outlets have provided their coverage free of charge or outside of the paywall, so the number of households subscribing to an online news service will likely not increase as much in the short term,” research director Steve Nason said in a statement. “Long term, we will be tracking consumer trends to see if current events will drive broader online news consumption and subscription habits.”