What Products Podcast Listeners Purchase the Most, Broken Down by Genre

Nielsen has released its 3Q podcast marketing insights

Nielsen's report highlights listening trends and spending habits of podcast listeners. Getty Images
Headshot of Alissa Fleck

Podcast listeners spend more on groceries than the average American, with music podcast fans being top consumers of beer, and comedy fans stocking up on baby food. As the medium’s popularity continues to boom and more advertisers flood into the space, they’re always on the lookout for the best ways to reach their target consumer demographic.

Nielsen has just released its 3Q18 Marketer’s Guide to Podcasting, which highlights listening trends and spending habits of podcast listeners. The report details the top products purchased by podcast fans, as well as the spending breakdown by the most popular genres.

Sixty-one percent of American households have at least one fan of music podcasts, according to the report.

According to the report, more than 61 percent of American households have a self-identified music podcast fan, with 37 million of these identifying as “avid” fans and 24 percent calling themselves “casual” fans.

Music podcast fans are heavy consumers of beer (18 percent above the national average), liquor (15 percent), pet care (13 percent), tea (11 percent) and baby food (9 percent), respectively. These results are fairly comparable for fans of TV and movie podcasts, with only baby food surpassed by candy consumption.

Meanwhile, podcast listeners in 46 percent of American households call themselves fans of tech podcasts; that percentage breaks down into 27 million households with at least one avid fan and 32 million with at least one casual fan. Tech podcast fans most heavily consume, in order: liquor (18 percent above the national average), baby food (12 percent), tea (10 percent), beer (7 percent) and cookies (5 percent).

Additionally, fans of comedy podcasts are top spenders in baby food, which is followed closely by tea and pet care. You can download the full report here to learn more.

@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.