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.

Save The Date For The Podcast Consumer 2017

The Podcast Consumer 2017, the latest in an annual series of studies from Edison, will debut in a free webinar at 2PM on Tuesday, April 18th. Hosted by Edison VP of Strategy, Tom Webster, this 30-minute presentation will combine data from The Infinite Dial, Edison’s annual study of consumer habits presented in conjunction with Triton Digital, as well as new data from Edison’s Share of Ear® research.

To register for this event and receive a free copy of the report when it is published, click here.

Podcasting’s “Mobile” Listening At Home

Over the past couple of weeks since the publication of the 2017 Infinite Dial, one particular finding has prompted more questions from podcasters than any other: the data on listening location. When we asked people to name all the locations where they listen to podcasts, one location clearly stood out:

80% of podcast listeners said that “At Home” is one of the locations where they listen to podcasts. Not the only location. But the most commonly-named location. Furthermore, when we asked people to name the location where they listen most often to podcasts, “At Home” once again rose to the top of the list:

These data have been misinterpreted in a number of ways since we published The Infinite Dial 2017 just two weeks ago. First, I’ve seen it reported a number of times as “most podcasts are listened to at home,” which is not at all what it says and not necessarily true. We don’t survey podcasts; we survey humans. Most humans who listen to podcasts, tell us they listen to those podcasts at home, among other places. So this finding doesn’t speak to the percentage of podcasts or the amount of time spent listening to those podcasts in any way.

Most often, however, a number of podcast producers have challenged me in various fora about the amount of “mobile” listening they see in their own data. I’ve had someone with a podcast company say “At Home” can’t possibly be the most common location–after all, the vast majority of their podcasts are accessed by mobile devices (which, by the way, is a finding supported by our Infinite Dial data.) I’ve had others tell me that their listeners tell them that they listen in their cars, or on the go. Our research supports that, too. I’ve even had someone who produces a very popular podcast in a European capital city tell me that their podcast is almost exclusively consumed by “on the go” listeners. That’s probably true–and as we bring The Infinite Dial to other countries, we will no doubt see other results.

But for now, “At Home” listening is an important part of American podcast consumption. I’ve been a little surprised to see how many people have pushed back on this, to be honest, by citing their “mobile” numbers. There is no question that the mobile phone is the dominant device for podcast consumption. But a device is not a location. If you primarily listen to podcasts on your smartphone, that behavior is going to hold true whether you are on the bus, or on your couch. As my friend Mitch Joel is fond of saying, there is no “first” or “second” screen–there is only the screen in front of you. And for most of us, most of the time, that screen belongs to a smartphone equipped with a podcast listening client.

Certainly in-car listening is growing (19% of American drivers 18+ say they have listened to podcasts in their car, which is a pretty big number!) And we also shouldn’t be surprised to see “At Home” be larger than “At Work”–it would certainly be difficult for me to simultaneously do my job and engage with a lean-forward medium like a podcast! But for today, “At Home” listening–on a mobile device–remains the most often-cited listening location, and this should encourage podcast producers. After all, it is at home that any form of media has your full attention, and it is precisely that full attention that fosters engagement, loyalty, and (not unimportantly) recall of sponsors.