One in 10 monthly podcast listeners in Canada say they have donated money to a podcast through a crowdfunding service, according to the findings of the latest Canadian Podcast Listener (CPL) Study.
Among Power Listeners – those who listen to podcasts 5+ hours a week – that number nearly doubles to 18%. Four in 10 Power Listeners says they’ve contributed directly to podcasts either through crowdfunding services like Patreon or Indiegogo, buying merchandise or going to a live show.
CPL says men and younger demos are most likely to contribute via crowdfunding, peaking at 15% among men aged 18-34. Quebec podcast listeners are also more likely than others to toss a few dollars into a podcast “tip jar.” When it comes to attending live shows, women aged 25-54 were on par with male listeners. Engagement-driven donations also crossed income brackets with listeners with a household income of $100k or more, as likely to contribute as those earning $75k or less.
CPL says crowfunding can allow smaller shows that may not have enough audience to appeal to large advertisers punch above their weight in revenue.
It cites the #1 podcast among Quebec listeners on the Canadian Podcast Chart in this year’s study, Mike Ward Sous Écoute. Despite drawing its audience from a small geographic base, it ranks among the leading podcasts worldwide on Patreon.
Read more on the Canadian Podcast Listener blog, here or check out the latest episode of Broadcast Dialogue – The Podcast for a deeper dive into this year’s findings.
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