May 24th, 2023, Lesley Simeon
The New York Times has launched ‘New York Times Audio’ - a standalone ‘audio journalism’ app for its subscribers. Through the app, the company will aim to build a dedicated audience around all its audio offerings including a daily news recap show, podcasts and short audio stories on subjects like culture, lifestyle and cooking.
Given that podcasts would be a part of the audio content the media company is looking to provide, we look at YouGov data to see what kind of podcasts current subscribers of The New York Times listen to.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - current subscribers of The New York Times (29%) are more likely than the general US population (18%) to listen to news and politics podcasts.
Less than half (40%) of this audience listens to music podcasts regularly and 37% listen to comedy podcasts. Among the general US population, 18% listen to news and politics podcasts, followed by podcasts on music and comedy (17% each).
We also explore Profiles data to see what motivates The New York Times subscribers to listen to podcasts.
Profiles data shows that 48% of The New York Times subscribers say they listen to podcasts to keep themselves informed about current affairs. Another 43% of them tune in for entertainment, while 36% do so to educate themselves or to learn something new.
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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.
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