Podcasts: Usage – Price Sensitivity – Ad Acceptance

Whitepaper 2017, e-Commerce & Retail

Podcasts: Usage – Price Sensitivity – Ad Acceptance This paper provides information about the general use of podcasts and provides insights into the price sensitivity of users as well as the acceptance of advertising:


  • Podcasts are mainly used by users in the age group of 18 to 29-year- olds, the intensity of usage is also much higher in this group
  • Podcasts are usually accessed at home
  • The most-used device for playing podcasts is the smartphone
  • Users are selective and focus on individual episodes, preferring podcasts with a length of up to 30 minutes
  • Almost half of users paid for a single podcast episode or a subscription in the past
  • The majority of users seldom feels disturbed by ads; only very few people stop playing the episode and conversion is high

    For further data on the topic, please click here.

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