2 Distinct Podcast Audiences – Heavy Listeners and Casual Listeners.
Unlike Casual Listeners who listen mostly while in transit or at the gym, Heavy Listeners will consume podcasts while working.
These Audience groups have different consumption behaviors and will probably demonstrate different preferences. For example, consuming Podcasts to fill “Dead Time” applies mainly to Casual Listeners. Casual Listeners, when asked, may also cite they want short, informational content, where Heavy Listeners prefer deep, longform.