New data from The Media Audit shows strong overlap between newspaper readers and podcast listeners

As media consumption habits evolve, these insights reaffirm the enduring relevance of newspapers while highlighting the increasing role of podcasts in reaching an influential, information-hungry audience.”

Phillip Beswick, CEO, The Media Audit

A new multi-market analysis from The Media Audit reveals a compelling relationship between newspaper readership and podcast consumption. The findings underscore the growing role of audio content while reinforcing the enduring influence of print and digital newspapers in reaching highly engaged, affluent and educated audiences.

Key takeaways from the data

• Newspaper readers are highly engaged media consumers. The study shows that newspaper readership significantly outpaces the general market, with indices as high as 137% for overall readership.
• National newspaper readers are particularly engaged. For example, adults who regularly read The Wall Street Journal index at 191, The New York Times at 186, and USA Today at 174 — suggesting that these readers are significantly more involved with news media compared to the average adult.
• Podcasts attract a similar audience demographic. The analysis found a high correlation between newspaper readers and podcast listeners. Those consuming newspapers regularly are also more likely to listen to podcasts daily.
• Affluent and educated audiences drive engagement. The data indicates that both newspaper readers and podcast listeners skew toward higher-income households. Those earning $100,000+ annually index at 118 and higher, while college graduates and those with advanced degrees are also overrepresented, indexing at 115 to 139.

What this means for the industry

The findings from The Media Audit suggest that newspapers and podcasts are not competing for audience attention but rather complementing each other. This presents a major opportunity for news publishers to explore cross-platform strategies, such as:

• Leveraging podcasts to deepen engagement with print and digital readers.
• Using newspaper content as a foundation for podcast storytelling.
• Developing bundled subscription models that integrate written and audio content.
• Targeting high-value advertisers who seek affluent, highly engaged media consumers.

“As media consumption habits evolve, these insights reaffirm the enduring relevance of newspapers while highlighting the increasing role of podcasts in reaching an influential, information-hungry audience,” said Phillip Beswick, CEO of The Media Audit. “The data makes it clear that publishers have a unique opportunity to align their print and digital assets with podcasting to strengthen audience engagement and drive revenue growth.”

For more information on The Media Audit’s latest insights and industry-specific data, visit The Media Audit website.

Or contact Phillip Beswick at pbeswick@themediaaudit.com
Or call: 832-521-1000.

Study attribution:

Source: The Media Audit
Sample: 53,117 respondents
Markets: National sample across 43 markets
Published: 2024