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%.
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%.
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.
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.
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.
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.
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!
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.
Cheers to a Productive Year of Podcasts in 2022!
Pod Events to look forward to in 2022: