PODCAST LISTENING HABITS IN NIGERIA [2020]

Here we are again with our third instalment of the Podcast Listening Habits In Nigeria Survey.

Here’s what we found…

All participants were under 50 years of age with 95.8% of them within the 18-34 demographic.

45.8% of respondents listen to podcasts a few times a day, compared with 41.7% who listen once a week.

68.8% say they listen to podcasts on Saturdays while 51.2% prefer Fridays or Sundays.

35.4% listen to podcasts at night, 33.3% prefer evenings while just 20.8% listen in the morning.

68.8% of those surveyed listen at home. No surprise here, given the pandemic.

97.9% listen to podcasts on their mobile devices.

75% would rather press play and listen immediately to their favourite podcast episodes rather than download and listen later.

Pop Culture/Entertainment remains the most popular podcast genre with 70.8% of those surveyed picking them over Inspirational [68.8%] and Educational [47.9%].

39.6% say they like being informed, while 22% say they like being entertained. Split at 18.8% are those who want to be inspired or feel relevant.

47.9% prefer podcast episodes to be under 40 minutes.

54.2% are okay with the use of expletives in podcasts.

47.9% of respondents live in Lagos, Nigeria. Residents from other states like Anambra, Abia, Ondo, Oyo, Kwara, Niger and Rivers also took part in the survey.

Our survey sample was taken from 200 podcast fans across the Nation.

Here are links to our 2019 survey here & 2018 here.

Meanwhile, our good friends at Naija Pod Hub curated a list of the Top Ranked 50 Nigerian Podcasts of 2020. Check them out here.

PODCASTS LISTENING HABITS IN NIGERIA…

In late 2018, we took a poll of Podcast Listening Habits in Nigeria. Here’s what we found…

In late 2018, we took a poll of Podcast Listening Habits in Nigeria. Here’s what we found…

 Tied at 27.1% are Mornings and Evenings, periods listeners prefer to enjoy podcasts.

Tied at 27.1% are Mornings and Evenings, periods listeners prefer to enjoy podcasts.
Only 18.6% listen to news podcasts.

Only 18.6% listen to news podcasts.
 Fridays [48%], Saturdays [40%] and Mondays [36%] are favourites for Podcast Listening.

Fridays [48%], Saturdays [40%] and Mondays [36%] are favourites for Podcast Listening.
 
However, 37.3% say they listen to podcasts for Information Value.

However, 37.3% say they listen to podcasts for Information Value.
 
42.4% say they listen to podcasts once a week, while 20.3% say they listen daily.

42.4% say they listen to podcasts once a week, while 20.3% say they listen daily.
 
 Fridays [48%], Saturdays [40%] and Mondays [36%] are favourites for Podcast Listening.

Fridays [48%], Saturdays [40%] and Mondays [36%] are favourites for Podcast Listening.
 
52.5% prefer podcast under 40 minutes.

52.5% prefer podcast under 40 minutes.
 
Over 40% of podcast listeners reside in Lagos State, Nigeria.

Over 40% of podcast listeners reside in Lagos State, Nigeria.
 
54.5% of podcast listeners in Nigeria are male.

54.5% of podcast listeners in Nigeria are male.
 
57.6% don’t mind the use of explicit language in podcasts.

57.6% don’t mind the use of explicit language in podcasts.
66.1% listen to podcasts at home.

66.1% listen to podcasts at home.
 
74.6% listen to Pop Culture Podcasts.

74.6% listen to Pop Culture Podcasts.
Those [both male and female] in the 15-34 year old demographic make up 78% of Podcast enthusiasts.

Those [both male and female] in the 15-34 year old demographic make up 78% of Podcast enthusiasts.
94.9% listen to a podcast on their mobile devices.

94.9% listen to a podcast on their mobile devices.