September 15th, 2022, Lesley Simeon
After testing a podcast addition on its platform for a couple of months, Twitter has finally integrated podcasts in its revamped Spaces tab. The newly redesigned space will offer users a feed of the most popular podcasts, which will be personalised over time based on users’ listening choices and preferences.
But how often do Twitter users tune into podcasts?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - while 14% of Twitter regulars listen to podcasts several times a week, 10% do so several times a day. Another 8% of respondents listen to podcasts at least once a day.
Data from Profiles shows that most Twitter users (38%) who listen to podcasts do so for entertainment. About 35% of them look to learn something new from podcasts, while another 35% take to podcasts to keep track of current affairs.
Among Twitter users who are not podcast listeners, 22% say that podcasts simply do not interest them. About 10% say they have not found interesting podcasts, while 7% of the respondents claim not to have enough time to tune in.
As it stands currently, 25% of Twitter users head to Spotify to listen to podcasts, followed by Apple Podcasts (17%) and Google Podcasts (11%). Preferences among Twitter users mirror those among the general US population, with 17% of respondents using Spotify for podcasts.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.