Wonder
Sign up
Log in
Research Outline
Prepared for Minna C. | Delivered April 14, 2021
Digital Content Creators: Male vs Female
Review your project details
Goals
To provide the ratio of male to female digital content creators, including podcasts, digital video content creators, and audiobooks.
View less
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.
View less