Digital Content Creators: Male vs Female

Goals

To provide the ratio of male to female digital content creators, including podcasts, digital video content creators, and audiobooks.

Early Findings

Podcasts

  • In a survey of the 480 top podcast hosts by Quartz, only one in three were women.
  • According to the survey, 33.3% presented as women, and 66.5% presented as men.
  • Another survey by Josh Morgan showed that only 27% of the hosts were women.
  • A third survey by The Wrap revealed that out of 109 shows surveyed over a 31-day period across four podcast networks, only 23 (21%) were hosted by women.
  • In fact, men hosted or co-hosted 79% of the most downloaded or listened-to podcasts over the survey period.
  • Spotify had the most female-hosted shows on its top 20 list (28%) during the 31 straight days in June and July.
  • Meanwhile, women hosted 17% of Stitcher’s top podcasts and 23% of those on Apple Podcasts.
  • The percentage fell to just 6% of the top shows on Google Podcasts, which ranks only its top 12 shows by downloads.
  • In terms of the listeners, a recent survey by Podcast Insights revealed that 51% of podcast listeners in the United States are male, while 49% are females.

Digital Video Content Creators

  • According to BPO Source, 95% of all influencers are women.
  • Of this number, 23% use social networks to "express themselves, while 12% use social media to inspire others.
  • 84% of influencers creating sponsored posts on Instagram were women.
  • A report by Marketing Land opined that 77% of influencers are women, but they're earning $108 less per post than male influencers.
  • Among content creators, 42.0% of them are women compared to 51.4%, which are men.

Audiobooks

  • A publication by Harvard Business Review revealed that across industries, the default vocal setting is male.
  • Voiceovers for movie trailers are 99% male.
  • Research suggests both men and women tend to trust male voices more — particularly deep, authoritative ones.

Summary

  • We were not provided with any geographical focus; hence we've focused on the United States. However, if a different geographic scope is desired (for instance, a global focus), this would have to be communicated to us in a comment.
  • We were unable to find the actual percentage of male to female digital content creators and audiobook narrators in the public domain. Both data points cannot be calculated as the top digital (social media) content and audiobook sites do not publish the ratio of their male to female digital content creators.
  • We have provided some insights regarding digital content creators and voice-over narrators as part of our helpful findings.
  • Initial research shows the availability of more insights about podcasts. We could continue the research by providing additional information about male vs female podcast hosts, such as earning, age difference, and other gender-based stats.
  • We could also do the same for influencers in general (to substitute for digital content creators).
  • We could also scan the top social media platforms, including YouTube, Facebook, Instagram, LinkedIn, Snapchat, and TikTok to find out any male vs female content creator statistics available in the public media.

Research proposal:

Only the project owner can select the next research path.
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