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Podcasts are a hit. But some communities are more receptive to certain topics, it seems. This is especially true of the African-American community, whose listeners are more likely to tune in to podcasts about pop culture, relationships and humor, research suggests.
Podcasts are a hit. But some communities are more receptive to certain topics, it seems. This is especially true of the African-American community, whose listeners are more likely to tune in to podcasts about pop culture, relationships and humor, research suggests.
According to a study from Pew Research*, 46% of Afro-Americans say that they have listened to a podcast in the last 12 months. And four topics stand out in particular among Black audio fans. Entertainment and pop culture podcasts top the list of most regularly listened to podcasts, with 65% of Black listeners listen to them regularly, compared to 56% of Hispanic listeners and 40% of White listeners. Next in line are podcasts about humor, personal development and relationships (57%), and finally money and finance (51%).
Four in ten Hispanic listeners and one-quarter of White listeners said they regularly listen to podcasts about personal development and relationships. Meanwhile, 53% of Hispanic listeners and 44% of White listeners listen to podcasts about humor. Finally, 41% of Hispanic listeners and 25% of White listeners tune in to podcasts about money and finance.
Differences are also seen in podcasts themed on race and ethnicity, with 43% of Black listeners tuning in regularly, compared to 19% of Hispanic listeners and only 9% of White listeners.
Podcasts about sports also attract more Black listeners (40%), than Hispanic listeners (28%) and White listeners (17%). The same is true for podcasts on religion and spirituality (listened to by 43% of Black listeners vs. 34% of Hispanic listeners and 27% of White listeners), as well as politics, enjoyed by 45% of Black listeners, 42% of White listeners and 35% of Hispanic listeners.
Listening to learn
African-Americans are reported to be greater consumers of news podcasts. Some 69% of Black listeners listen more or less regularly to podcasts where a current topic or issue is explained in greater depth, compared to 57% of White listeners and 52% of Hispanic listeners. They are also more drawn to podcasts where the host gives their opinion on a current issue, as well as those that summarize the news of the day.
This appeal is not surprising, given that podcast fans in the Black community are the most likely to report listening to podcasts to keep up with current events. Additionally, 61% report listening to podcasts to learn things, compared to 56% of White listeners, and 37% to find inspiration, compared to 23% of White listeners.
Only podcasts about history, science and technology, and true crime are most frequently listened to by the Hispanic community.
*The Pew Research study was conducted among 5,132 U.S. adults, December 5-11, 2022
