Payment method to access podcast content in the U.S., 2020, by age group

A survey revelead that podcast users across all age groups indicated a preference for paying podcasters directly for their content, and in fact 78 percent of adults aged 55 or above paid or donated money to podcasters themselves rather than to publishers or networks like Luminary. Meanwhile, consumers aged 18 to 34 years old were more likely than their older peers to pay via podcast networks or platforms.