🎧 How Remote Work and Reduced Commuting Have Reshaped Podcast Listening Habits – PCI 447

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Hey, everyone. I'm Mackenzie Bennett, marketing specialist at

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Blueberry.

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And I'm Todd Cochran, CEO of Blueberry. Welcome

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to Podcast Insider.

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This week, we're exploring how remote work and

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less time spent commuting has reshaped podcast listening

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habits over the past few years.

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We're pulling insights from Edison Research, Jacob Zabini,

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and more to look at when, where, and

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how people are tuning in today and what

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it means for creators like you.

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You're listening to Podcast Insider, a weekly podcast

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bringing insights, advice, and insider tips and tricks

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to help you start, grow, and thrive through

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podcasting with the support of your team here

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at Blueberry Podcasting. Welcome. Let's dive in.

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A lot of things have changed in the

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past couple years with podcasting. That's a fact.

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That that's that just goes across the board

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even not even for podcasting, but we have

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definitely seen changes,

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in listenership.

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You know, I'm I'm definitely listening a lot

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more at the house.

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I I rarely,

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you know, I rarely leave, like, Monday through

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Thursday.

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I I'm just parked here unless there's something

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to do. So I listen in the house

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versus on the road.

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So, you know, listening and watching has been

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you know, it's because of this major shift

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from working from home. And according to the

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researchers,

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there's clear data in some of these changes

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that, we need to go over here today.

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Yeah. It's saying that, about more than half

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of podcast listening now happens at home, and,

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that is, you know, that's the biggest one

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right now. And that only 11%

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of podcast listening is now occurring in the

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car, which is a major drop, and I

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am part of that. You you're part of

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it. I'm part of it. I used to

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have a forty five minute commute,

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you know,

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there and back

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every day when we were at the office.

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And now that's just

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I've I've

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sometimes get to that listening, and sometimes I

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don't. But believe it or not, it's actually

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come back a little bit. So it was

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lower last year, and it's it's come back

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because more people are going to the office,

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but still,

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it's a it's a seismic change from before.

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16%

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happens at work. Well, where's work? You know?

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I mean, many remote workers now blend podcast

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in their daily home routine, so that's, you

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know, that's what I've been doing. Yeah. For

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sure.

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I definitely will listen every once in a

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while if there's, like, a you know, if

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I'm just in the mood, like, during my

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lunch hour or if I'm getting ready for

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work or something like that. But I've I've

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switched to more binge listening, I think, nowadays.

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Yeah. For me, it's more,

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I would say, in the evenings. I can't

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listen and actively participate in a podcast and

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actually work. Oh, no. I can't do that

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either. You know, I end up pushing you

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know, holding the a button down on my

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keyboard, and there's, you know, 500 a's because

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I've you know, I paused and stared off

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in this space. I will type whatever I

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hear. Yeah.

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That's true too. I've done that as well.

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So I, you know, I definitely am not,

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not listening while I'm working.

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And, really, this is a fundamental show a

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a shift.

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And with home having replaced commute as the

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podcasting top listing location.

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And, you know, Fred Jacobs of Jacobs Media

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observed this trend in both podcasting and radio.

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Of course, radio probably took the biggest hit.

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He says the card used to be podcasting

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sweet spot, but with many still working from

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home and hybrid schedules in play,

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in car listening while rebounding is still well

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below pre pandemic levels. And I I

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completely believe that.

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Oh, I I am definitely part of that.

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I got a new car early twenty twenty

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one, and so I got SiriusXM

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for free for, you know, however many months.

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And then after that, I just couldn't justify

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the cost anymore. I was like, I barely

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drive. Or when I do, it's for hours

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at a time. So I dropped that, and

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I personally am just wildly disappointed in the

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local radio options in Columbus, Ohio. So I

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just don't listen at all anymore.

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You know, what's interesting is, talking about Sirius,

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they, you know, that first two years, whatever

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you get for free, then they send you

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this bill like Yeah. Yeah. To renew, that's

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$379.

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I'm like, nope. Yeah. It's wild. Yeah. And

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I canceled, and then they came back in

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about two weeks. I said, we'll give it

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to you for $39

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for a year. I'm like,

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oh, wow. Well,

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maybe. And I got to thinking, am I

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really

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listening to I and I said, nope. And

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the same thing, I canceled

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Sirius as well. But Yeah. You know, I

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think despite the list the shift in listening

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environments,

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what's amazing is podcasting as a meeting has

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continued to to thrive.

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There's some great information from the infinite dial

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from 2025.

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Yeah. Since 2020,

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we've gone up in Americans 12 and older.

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There is 55%

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of Americans listening on a monthly basis,

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up from 42%,

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back in 2020. So in the past

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four or five years, we've gone up, you

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know, over 10%. That's amazing. Yeah. And that

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total US audience is now estimated at 210,000,000.

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So the while, the when and where may

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be changing, how many is still moving upwards?

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And we see that on our listeners'

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statistics as well in,

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in growth.

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It's kind of funny. I I I keep

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saying this saying, and I've been saying it

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now for about

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twelve months, I've probably at least I said,

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this is the best time ever to be

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a podcaster.

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People look at me funny, and this is

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because

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the the audience is continuing to grow.

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You know, the audiences went nowhere. And in

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fact, it's it's a lot better now because

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there's fewer actual active shows.

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So it's just given those that are doing

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audio podcast this this huge leg up.

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I think there also was kinda like that

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that,

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you know, we're all at home. Let's start

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a podcast mindset that we had for a

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while, and then we realized, no. I I

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went back into

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normalcy, and now I don't have the timer.

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Or or that was a lot of work,

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and I don't wanna actually wanna do it.

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Oh, they went from three they went from

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one show to three shows. Now they're back

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to one show. Correct.

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Exactly.

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But we do have some, you know, ways

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that you can adapt given that there are

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more people listening at home than than on

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the commute nowadays. So one of those things

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is,

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you might wanna change when you release your

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episodes.

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You know, if you were doing midday or

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early evening,

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that might mean that they're more likely to

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engage when they're home as opposed to the,

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like, 6AM on the dot when people were

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releasing specifically for that commute. I probably break

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one of the rules. I release Monday night

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and Thursday night. And, obviously, my Monday show

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is always much more listened to than my

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Thursday, but they're in the night. So it's

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Tuesday and Friday morning, so

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I don't get as good of a bump

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on the weekend as I do on the

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first of the week. You know, if I

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had a perfect schedule, it would allow me

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I'd probably do Monday, Wednesday, but then there's

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not enough spread. And if you're just doing

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weekly, I think that Monday, Tuesday, Wednesday are

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pretty safe days

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to publish.

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And probably that's where the if we looked

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at the statistics, probably that's where the majority

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of them are. Yeah. But, again, maybe that's

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a Sunday night release and a Monday morning,

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so it's available Monday morning. So,

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there's different ways to look at it. But

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also,

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curate it gives you this ability,

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to understand that that at home listeners are

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cooking. I listen to a lot of podcasts

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when I'm cooking.

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I'm not a big gym guy, so I'm

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not working out, but I do listen to

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podcasts when I'm doing chores.

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And,

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obviously, podcasts that feel conversational

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or companion

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like will likely perform better.

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I think I do better with the conversational

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ones when

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when I'm at home.

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And, you know, I I just feel like

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a fly on the wall of a conversation,

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and I'm not necessarily trying to

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comprehend anything that's too deep.

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So that is good for, you know, if

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I'm just, like, puttering around making dinner. I

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do. I was thinking about your Thursday releases.

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I will do, you know, chores for a

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couple of hours on the weekends, and then

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I am more likely to listen to a

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podcast,

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you know, where I'm like, okay. I have

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to clean the whole house. Let me go

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do that.

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And then when I am, you know, on

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a road trip,

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then I'll listen to

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episode after episode of, like, here, we're gonna

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go take a deep dive into this environmental

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thing that I wanna learn about, something like

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that where I'm like, no. I can fully

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focus on this because, like, I'm just on

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the highway

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with no one else.

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Yeah. This this Saturday, I did, this past

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Saturday, I did I think it's kinda got

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out got out of hand here. I've been

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back and traveled to London and all around

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and

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and just see if things needed a a

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bit of a wipe down. And,

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I think I was four hours in. I

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felt like, wow. I can sit down and

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breathe. But, yeah, the whole time I was

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listening to podcast. But,

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you know, there you know, everything's you know,

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everyone's talking about video. So

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that may be an option if you have

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the time and energy to do it. You

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know, that people are

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watching

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on YouTube and Spotify because they're definitely driving

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a hybrid podcast video model. I think, you

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know, YouTube's doing it better than Spotify, especially

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if you're audio first.

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That adding that video component to Spotify overwrites

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your audio file. So that's a big, bit

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of an issue.

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But also video can add a dimen visual

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dimension, increase

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discoverability

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if, again,

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if you have time, if you want to

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put the effort in. And by the way,

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Blueberry does offer true video podcasting PRSS, so

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you can ask us questions on that. And

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always

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has. But you don't have to do video.

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When you're doing when you're cleaning the house,

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are you watching the TV?

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No. No.

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No. I'm I'm cleaning the bathroom, you know,

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which is gross, but, you know, it's just

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it is a thing. Yeah.

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So,

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one last thing that you

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can be doing at this point in time

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is, you know, just promote across multiple channels.

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There's no commute, so there's less routine for

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people.

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Or just that their routine has changed, so

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they might need a reminder.

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That's that's definitely a good one. But alongside

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that, email, all of your social media,

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you know, if people are still doing smart

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speaker integrations, because I feel like people probably

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use those at home more nowadays, actually.

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All those types of reminders can help reinforce

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those these new listening habits that you're trying

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to help,

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get into their routine.

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There's definitely new opportunities emerging.

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You know, this rise in home listening offers

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flexibility and format,

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definitely deeper engagement,

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space for some experimentation with content length and

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delivery.

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I still think that only a few shows

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can do super long content well.

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There is this thing that's happening largely,

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I think, well, maybe worldwide.

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People have a

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shorter,

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basically, attention span. So make sure you're getting

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to the point, getting the content done. You

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know? Don't belabor

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content topics,

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you know, to a point where, like, oh

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my god. Come on. Get to the point.

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So podcasters understand and adapt to these behavior

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shifts. Again, I think they're gonna continue to

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to thrive.

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And even as the car becomes a less

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dominant player in the podcasting experience,

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you still can listen while rolling down the

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road.

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I would love to be listening to podcasts

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on a train as opposed to me sitting

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in the driver's seat.

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That's, you know, that's interesting. When I was,

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doing the trip back and forth between Chicago

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and

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Battle Creek on Amtrak. Yeah. I was that

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was perfect podcast listening time. Yeah. Exactly.

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For sure.

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00:11:44,379 --> 00:11:46,699
Well, that's it for today's episode. Thank you

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for joining us.

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And as podcasting continues to evolve, remember, it's

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important to follow the data and meet your

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listeners where they are. These days, that's often

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at home.

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And whether you're rethinking your release time, experimenting

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with video, or simply adjusting your format,

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Blueberry tools can help you stay flexible and,

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best part, keep growing.

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Be sure to follow or subscribe to Podcast

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00:12:08,659 --> 00:12:11,379
Insider for more podcasting insights and support from

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00:12:11,379 --> 00:12:14,054
the team at Blueberry. Thank you. Thank you.

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00:12:14,934 --> 00:12:16,774
Thanks for joining us. Come back next week.

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And in the meantime, head to podcastinsider.com

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00:12:19,495 --> 00:12:20,394
for more information,

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00:12:20,774 --> 00:12:23,335
to subscribe, share, and read our show notes.

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00:12:23,335 --> 00:12:24,958
To check out the latest suite of services

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00:12:24,958 --> 00:12:26,798
and learn how Blueberry can help you leverage

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00:12:26,798 --> 00:12:29,138
your podcast, visit blueberry.com.

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00:12:29,198 --> 00:12:31,678
That's Blueberry without the e's because we can't

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00:12:31,678 --> 00:12:32,498
afford them.