How do kids listen to podcasts? Why do they listen? Do their parents listen too? How many of them are willing to pay for it?
These are just a few of the questions answered in “Understanding the Kids and Family Podcast Audience,” a survey released by Kids Listen in February 2021. The survey aims to shed light on the listening behaviors and preferences of a valuable audience currently underserved by podcasting.
Kids Listen is a grassroots organization that advocates for high quality audio content for children. Formed in 2016, its mission is to build community, advocate for the growth of the medium, and publish data and information relevant to creators, consumers, and supporters of podcasts for kids.
Historically, data has not been collected on listeners under the age of 12. There are very good privacy reasons and laws behind this. But the lack of data has made children invisible as listeners. Kids Listen is attempting to fill this gap and shed light on the youngest members of the podcasting audience, by surveying our 130 member podcasts’ collective listenership, and sharing the results.
The Kids Listen Inaugural Survey, released in 2017, proved for the first time that kids are deep and engaged podcast listeners. It revealed that kids and family podcast listening behaviors are fundamentally different than adult listeners.
“Understanding the Kids and Family Audience” goes deeper into questions of listening habits, technology usage, advertising preferences, and discovery methods, among others. It features breakdowns of each question by racial background, household income, and ages of children.
CLICK HERE TO RECEIVE THE FULL REPORT. The report is free to download, but we suggest a donation to fund future research by Kids Listen.