Data: podcast consumption in the Netherlands

Released in July 2019, Nederlandse Podcastluisteraars is the first major piece of research amongst Dutch podcast listeners.

The study is based upon the results of an online questionnaire from 1,099 podcast consumers, interviews with over 36 podcast makers, and three focus groups held throughout the Netherlands.

The data in full is a report of over 200 pages, in Dutch, but here are some of the highlights in English:

• In a typical week, podcast consumers listened on average to 5 different podcasts, with 3 podcasts being the most given answer (205 respondents / 19%) (page 179).

• On average, listeners are subscribed to 7 podcasts that they also regularly listen to. They are also subscribed, on average, to 9 podcasts that they don’t listen to any more (page 180).

• 28% always listen to ads without skipping them, while 48% 'sometimes’ listen to them, and only 24% 'never’ listen to ads (page 53).

• Respondents were most positive about pre-rolls, closely followed by post-rolls as the most popular places to put ads in podcasts. Listeners responded more negatively to mid-rolls (page 54).

• 83% usually listen to only non-fiction, whereas 13% listens to both and only 4% listen to just fiction podcasts (page 42).

• The most popular answer to 'how do you discover new podcasts to listen to?' is 'via tips given by the host of podcasts I already listen to’ (56%).

• Asked if respondents thought if there were a perfect podcast duration, the most popular answer was 'no’ (42%), followed by 0-30 min. (21%) and 46-60 min. (16%).