Nielsen has found adult podcast listeners are more than twice as likely than non-listeners to order meal-delivery kits and have nearly double the propensity to use restaurant and grocery delivery services.
From last May through November, restaurant delivery rose 3.7% among podcast listeners. In the same period, grocery delivery increased 3% and meal kits, 1.2%.
As of November, 28.2% of podcast listeners had used restaurant delivery in the past 30 days, compared to 14% of non-listeners. The figures for grocery delivery services were 11.6% versus 5.7%, and for meal-kit delivery, 6% and 2.3%.
But what genres of podcasts are people listening to making them more likely to use these services? The “Kids & Family” category is tops among those who use grocery delivery services while “True Crime” is a favorite among patrons of restaurant-delivery services. “TV & Film” podcast listeners rank highest when it comes to meal-kit delivery.
Nielsen cited 50% of podcast listening is now happening at home, up 10% from three years ago. “The broadening of the podcast audience combined with the rise in at-home listening speaks to a notable shift from who the typical podcast listener was five years ago,” Nielsen’s Podcast Listening Buyer Power study concludes.
Just one food delivery service, HelloFresh, is among the top 10 podcast advertisers, according to Magellan AI, which analyzes podcast ad data from the top 3,000 U.S. podcasts as ranked by Apple Podcasts. McDonald’s seems to have recognized this trend as their podcast ad spending rose dramatically from $1.2 million in 2020 to $3.2 million in 2021.