Podcast Listening Habits In Nigeria [2021]

I asked 237 Nigerian Podcast enthusiasts to fill me in on their podcast listening habits.

How I did it…

I created a google form and passed it out to members of Podcast Communities of Nigerian Origin. I also posted relentlessly on social media platforms and even while out having drinks and watching a game, I found a way to get it into conversations which led me to send the form link through WhatsApp messages too.

It took about a month to come up with the results which I’ll mirror against last year’s.

Below are some interesting findings…

All participants were under 50 years of age with 81% [95.8% in 2020] of them within the 18–34 demographic. 43% are female with male listeners dominating with 57%.

All participants were under 50 years of age with 81% [95.8% in 2020] of them within the 18–34 demographic. 43% are female with male listeners dominating with 57%.

45.6% [45.8%in 2020] of respondents listen to podcasts a few times a week, compared with 38% [41.7% in 2020] who say they listen once a week.

45.6% [45.8%in 2020] of respondents listen to podcasts a few times a week, compared with 38% [41.7% in 2020] who say they listen once a week.

In 2020, 68.8% claimed they listened to podcasts, mostly on Saturdays. In 2021, there was a shift in preference for Sundays with 57%.

In 2020, 68.8% claimed they listened to podcasts, mostly on Saturdays. In 2021, there was a shift in preference for Sundays with 57%.

34.2% say they listen at night, while 25.3% preferred mornings. In 2020, 35.4% listened to podcasts at night, 33.3% preferred evenings while just 20.8% listened in the morning.

34.2% say they listen at night, while 25.3% preferred mornings. In 2020, 35.4% listened to podcasts at night, 33.3% preferred evenings while just 20.8% listened in the morning.

67.1% say they listen at home compared to 24.1% who listen in transit. 68.8% listened at home in 2020.

67.1% say they listen at home compared to 24.1% who listen in transit. 68.8% listened at home in 2020.

98.7% listen on their mobile devices. A slight increase from 97.9% in 2020.

98.7% listen on their mobile devices. A slight increase from 97.9% in 2020.

74.7% press play immediately against 34.2% who prefer to download and listen later. 75% did the former in 2020.

74.7% press play immediately against 34.2% who prefer to download and listen later. 75% did the former in 2020.

65.8% prefer pop culture and entertainment-themed podcasts. A slight drop from 2020 which had 75% of those surveyed preferring the same.

65.8% prefer pop culture and entertainment-themed podcasts. A slight drop from 2020 which had 75% of those surveyed preferring the same.

48.1% say they want information from their preferred podcasts. 39.6% said the same in 2020.

48.1% say they want information from their preferred podcasts. 39.6% said the same in 2020.

68.4% like podcast episodes 40 minutes and under compared to 47.9% in 2020.

68.4% like podcast episodes 40 minutes and under compared to 47.9% in 2020.

53.2% say they don’t mind expletives. 54.2% didn’t mind in 2020.

53.2% say they don’t mind expletives. 54.2% didn’t mind in 2020.

26.6% of the respondents reside in Lagos State, Nigeria. A higher percentage was recorded in 2020 with 47.9%. There were respondents from Ogun State, Oyo State, Rivers State, Edo State, Cross River State, Abuja.

26.6% of the respondents reside in Lagos State, Nigeria. A higher percentage was recorded in 2020 with 47.9%. There were respondents from Ogun State, Oyo State, Rivers State, Edo State, Cross River State, Abuja.

There you go!

I made Flashcards and Infographics you can check out and download. Thanks, Canva!

A lot needs to be done with podcast awareness locally and I drew up a small list of offline actions that could work. Read here.

I am grateful to the Naija PodHub x Pod Magic Creators and APVA Podcast Community for their support.

Cheers to a Productive Year of Podcasts in 2022!

Pod Events to look forward to in 2022:

Africa Podcast Day 2022

Podcast Movement: Evolutions

Blk Pod Festival

Podcast Movement 2022

Buy Me A Coffee, Please?

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Tony Doe™

Podcaster | Voice-Over Guy | Radio Shifu | Confam Arsenal Fan | Country Rep, [Association of African Podcasters and Voice Artists] |