Edison Down Under

On October 13, Edison Director of Research Kevin Lubin spoke at RAIN Summit Australia about Australia’s growing interest in podcasts.  The conference, which was held in Melbourne, Australia, showcased experts in radio, podcasting, and other digital media.  Kevin discussed Edison Research’s Podcast Consumer Australia 2017 report, illustrating the distinctive differences between podcast listeners in Australia and the United States.

The Podcast Consumer Australia 2017  is Edison Research’s first report on podcast consumers in Australia.  Derived from the Infinite Dial Australia 2017, a study sponsored by Triton Digital, Commercial Radio Australia, and Southern Cross Austereo, the report highlights podcast consumption, social media behavior, device usage, and other media habits of Australian podcast consumers.

For those wondering about U.S. podcast listeners, Edison’s yearly series The Podcast Consumer was released back in April.

Megan Lazovick: Pod Person

On September 17, Edison Director of Research Megan Lazovick spoke at the Next Radio Conference in London to discuss podcasting’s increasing share of ear in the United States. While music remains the most listened to type of audio in the US, podcasting has made impressive strides in the last few years. At the conference, Megan broke down the anatomy of a “pod person” and offered advice on how to successfully market podcasts. The presentation can be viewed in full below.

The data used in the presentation stem from Edison Research’s Share of Ear® study. The study, which has been conducted since 2014, tracks consumer audio usage across many parameters, such as location of listening, devices used, listening by time of day, and type of audio content. The full Share of Ear® data set is available to subscribers on the study’s website.

Podcast Movement 2017

Podcast Movement 2017

Edison Research President, Larry Rosin, and VP of Strategy, Tom Webster, presented the keynote at Podcast Movement 2017: “Share of Speech: Podcasting’s Place in the World of Spoken-Word Audio,” today in Anaheim, CA, with data taken from Edison’s Shareof Ear® series. Contact us for more information.

The Podcast Consumer Australia 2017

The Podcast Consumer Australia 2017 is a first look at this growing platform in Australia. Patterned on a similar report in the USA, this information adds to Edison’s worldwide dataset on Podcasting. This information is derived from the Infinite Dial Australia 2017 study, which is sponsored by Triton Digital, Commercial Radio Australia, and Southern Cross Austereo. This report shows the current status of podcasting including information on:

  • Demographics
    • Podcast Consumption
    • Device Usage
    • Social Media Behaviors
    • Other Media Behaviors

Findings of this report include the following:

  • A strong majority of Australians (72%) are familiar with the term “podcasting” – higher than in the United States.
  • Just under 30% of Australians have ever listened to a podcast, and 17% have listened to one in the last month.
  • The audience for podcasts is predominately 18-54, and leans slightly male.
  • The Podcast listener is an affluent, educated consumer— and one who is more likely to gravitate to ad-free or ad-light subscription experiences.
  • Clicking on a podcast to listen to it immediately (either streamed or via progressive download) is the dominant paradigm for listening, though 27% do subscribe to podcasts.
  • Subscribers tend to have been podcast consumers for longer than non-subscribers, consume more podcasts, and are more likely to use their smartphone as their primary podcast player.
  • While Home continues to be the most often named location for podcast listening, the vehicle is a strong second.
  • Most podcast consumers listen to most of the podcast episodes they download, and the vast majority listen to at least most of each episode.

 

The Podcast Consumer 2017

The Podcast Consumer 2017, the latest in Edison’s annual study of the medium, contains all new data on podcast users in America, derived from the Infinite Dial 2017 study (conducted in partnership with Triton Digital) and the latest from Edison’s Share of Ear® research. This report charts the rise of podcasting over the past decade, and also includes new, unreleased information on the following:

• Demographics
• Podcast Consumption
• Device Usage
• Social Media Behaviors
• Other Media Behaviors
• The updated Share of Ear® for podcasting

Findings of this report include the following:

  • Podcasting continues to rise, with Monthly listeners growing from 21% to 24% year over year.
  • The audience for podcasts continues to be predominately 18-54, and leans slightly male.
  • The Podcast listener remains an affluent, educated consumer— and one that is becoming increasingly more likely to gravitate to ad-free or ad-light subscription experiences.
  • Clicking on a podcast to listen to it immediately (either streamed or via progressive download) is the dominant paradigm for listening, though 27% do subscribe to podcasts.
  • Subscribers tend to have been podcast consumers for longer than non-subscribers, consume more podcasts, and are more likely to use their smartphone as their primary podcast player.
  • While Home continues to be the most often named location for podcast listening, the vehicle is a strong second.
  • Most podcast consumers listen to most of the podcast episodes they download, and the vast majority listen to at least most of each episode.
  • Podcasts are the number one audio source by time of consumption among podcast listeners.
  • On the smartphone, podcasting’s Share of Ear® is tied with AM/FM content, and leads AM/FM among 13-34 year olds.

Download the Podcast Consumer 2017 report here.

2017-04-18 14.01 The Podcast Consumer 2017 from Tom Webster on Vimeo.