Listeners Want Longer Podcasts.

New research suggests that longer may in fact be better when it comes to the ideal podcast length. Data presented Wednesday at the NAB Show in Las Vegas by podcast hosting service Libsyn showed 84% of podcasts with more than 100,000 downloads were more than 51 minutes long while just 9.9% were less than 30 minutes.

Rob Walch, VP of podcaster relations at Libsyn, says the finding debunks the “myth” that shorter-length podcasts are more popular than long-form shows. (A recent Bridge Ratings study also suggests that shorter is better.) “Podcast consumers want to hit play and don’t want to have to fumble around with the device again,” Walch said at the session “Today in Podcasting—A Radio Station’s Guide to Metrics, Reach, Distribution and Monetization.”

Launched in 2004, Libsyn had 2.6 billion podcast downloads in 2014. It counts popular personalities such as Adam Carolla and Marc Maron among its podcast hosts.

Libsyn’s metrics also show Tuesday, Wednesday and Thursday are the biggest days of the week for podcast downloads. Listening drops off dramatically on weekends, with 50% fewer downloads on Saturday and Sunday. “Most start listening in their kitchen and then they continue in their car,” Walch said. “The connected car is a glorified Bluetooth speaker.”

The session was part of a three-hour-plus block of podcasting sessions at the NAB Show. Look for more coverage in Thursday morning’s Inside Radio.


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