We start with the creator blind spot — the fact that 27% of podcasters don’t listen to other shows in their niche. Some avoid influence on purpose. Others get swallowed by production. Either way, it shapes how they create and how disconnected they can become from the listeners they’re trying to reach.
Who Actually Listens to Podcasts is a five‑part reality check for creators and advertisers who think they already know their audience. Spoiler: most don’t.  Then we zoom out to the audiences advertisers keep underestimating. Seniors aren’t fringe; they’re a growth engine with high‑intent listening moments across travel, retail, grocery, wellness, and more. The data proves it, but the industry still plans for a fictional “typical listener.”  This series exposes the assumptions holding audio back and spotlights the listeners, creators, and markets that are actually moving it forward.
And in markets like Australia, podcasting isn’t experimental anymore — it’s driving real ad growth, real attention, and real performance.

Inside the Podcast Blind Spot: Creators, Seniors, and the Data Advertisers Ignore!

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