Ethnic Composition of Podcast Listeners

The Increasing Ethnic Diversity Of Podcast Listeners

We have been tracking the demographics of the Podcast listener for over a decade now, and there have been significant changes over that time. In the early days of the medium, Podcasting was disproportionally a medium for white males, ages 25-44. Much of that “skew” was down to the available content options, but today, the content universe for Podcasts has exploded, and the diversity of programming available rivals any other form of audio.

As a result, the racial/ethnic diversity of the Podcast audience has increased, and today, the Podcast universe is every bit as diverse as America–and perhaps even more so, in some interesting ways.

Here is a comparison of the ethic composition of Podcast listeners from 2011 and 2016:

Ethnic Composition of Podcast Listeners

Two things stand out here. First of all, the Podcast audience is growing increasingly non-white, with white listeners shrinking from 68% in 2011 to 63% in 2016. Also, the percentage of African-American listeners has not only grown, but also over-indexes from the U.S. Population, which is currently around 12% African-American. Again, much of this is due to the increasing diversity of content available.

The early promise of Podcasting was the “democratization of broadcasting,” giving everyone who wanted to be heard, a voice. Clearly, that promise is coming true.

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Black, White and Blue: A Spotlight on Race in America

For Immediate Release

As part of Radio One, Inc.’s efforts to understand the influence of the incidents involving police that occurred in the early summer of 2016, the companies of Radio One, including TV One, Interactive One, Reach Media and One Solution engaged Edison Research of Somerville, NJ to conduct a survey to measure attitudes and opinions about these events and the state of racial relations in America.  Click here to download the full report.

How the study was conducted:
The Radio One-Edison Research National Survey is a national online survey of Americans ages 18 years and older.  The interviews were conducted from July 15th – 18th, 2016. A total of 1,505 interviews were conducted, with an oversample of 200 Black Americans to allow for in-depth analysis of that group. The sample for the online survey was provided by Survey Sampling International (SSI).  The data was weighted to match the most recent United States population estimates from the U.S. Census Bureau for age, gender, race, income, education and region of the country.

About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About Radio One, Inc.:
Radio One, Inc. (radio-one.com), together with its subsidiaries, is a diversified media company that primarily targets African-American and urban consumers. It is one of the nation’s largest radio broadcasting companies, currently owning and/or operating 56 stations in 16 urban markets in the United States. Through its controlling interest in Reach Media, Inc. (blackamericaweb.com), the Company also operates syndicated programming including the Tom Joyner Morning Show, the Russ Parr Morning Show, the Rickey Smiley Morning Show, Get up Morning! with Erica Campbell, the D.L. Hughley Show, Bishop T.D. Jakes’ Empowering Moments, the Ed Lover Show, the Willie Moore Jr Show, the Nightly Spirit with Darlene McCoy and the Reverend Al Sharpton Show. Beyond its core radio broadcasting franchise, Radio One owns Interactive One (interactiveone.com), the fastest growing and definitive digital resource for Black and Latin Americans, reaching millions each month through social content, news, information, and entertainment. Interactive One operates a number of branded sites including News One (news), The Urban Daily (men), Hello Beautiful (women), Global Grind (Millennials) and social networking websites such as BlackPlanet and MiGente. The Company also owns TV One, LLC (tvone.tv), a cable/satellite network programming serving more than 57 million households, offering a broad range of real-life and entertainment-focused original programming, classic series, movies and music designed to entertain, inform and inspire a diverse audience of adult Black viewers. Additionally, One Solution combines the dynamics of the Radio One’s holdings to provide brands with an integrated and effectively engaging marketing approach that reaches 82% of Black Americans throughout the country.

AudiobookLibrary

The Audiobook Consumer 2016

Recently, the Wall Street Journal ran an article on the surge in popularity for audiobooks. We here at Edison are not only big fans of the medium, we also study it! In fact, we have been tracking audiobook consumption for a couple of years in our Infinite Dial research series, which we publish in partnership with Triton Digital.

The Wall Street Journal article noted that sales of audiobooks in the U.S. and Canada jumped 21% in 2015 over the past year, and the signs for 2016 are equally encouraging. To give some context for that growth, we present The Audiobook Consumer 2016, a short presentation of some of the most important stats in the audiobook universe.

Two highlights of this report worth noting: First, the percentage of Americans who have ever listened to an audiobook continues to grow, and now stands at 43% of Americans 12+ (up from 41% in 2015.) What is even more significant, however, is the increase in the number of audiobooks being consumed. In 2015, according to The Infinite Dial, audiobook consumers listened to an average of 5.8 audiobooks  in the year preceding the study. For 2016, that figure is now 6.7 audiobooks listened to in the past year.

With the listener base growing, and the number of books consumed also growing, it’s a good time for the medium, indeed.

Download The Audiobook Consumer 2016 here.

How the study was conducted:

A total of 2,001 persons were interviewed to explore Americans’ use of digital platforms and new media. From 1/5/16 to 2/10/16, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. Interviews were 52% landline phones and 48% mobile phones.

About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, ESPN, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, SiriusXM, Sonos, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About Triton Digital:
Triton Digital’s® (http://tritondigital.com) technology has connected audio supply to advertising demand since 2006, providing the technical backbone for the digital audio marketplace. The company’s innovative technology enables both live and on-demand publishers to build audience and revenue globally. As a pioneer in the space, Triton Digital has made that audience available programmatically for the first time, maximizing audience buying efficiency for advertisers across the world.

Marketplace

Marketplace’s David Brancaccio Interviews Edison Research President Larry Rosin

Listen to the interview Marketplace’s David Brancaccio conducted with Edison Research President Larry Rosin about the latest wave of the Marketplace-Edison Research economic anxiety poll. Rosin’s insights can be found here: https://soundcloud.com/marketplace/david-brancaccio-interviews-larry-rosin-president-of-edison-research.

Read more about the Marketplace-Edison Research study here.

Economic Anxiety Index

Marketplace-Edison Research Poll: Americans’ anxiety around the economy grows

American Public Media’s Marketplace has partnered with Edison Research to conduct an ongoing study to measure Americans’ economic anxiety. The Economic Anxiety Index was developed from the benchmark study in the Fall of 2015 and the latest wave of 2016 data was just released. Read more about the survey and the latest wave of results here: http://www.marketplace.org/2016/06/27/world/americans-uncertainty-around-economy-grows.