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The Podcast Consumer 2018

The Podcast Consumer 2018, the latest in Edison’s annual study of the medium, contains all new data on podcast users in America, derived from the Infinite Dial 2018 study (conducted in partnership with Triton Digital), The Smart Audio Report from NPR and Edison, 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
  • Smart Speakers and Podcasting
  • The updated Share of Ear® for podcasting

Findings of this report include the following:

  • Podcasting is growing: monthly listeners grew from 24% of Americans 12+ to 26% year over  year.
  • Podcast listeners are more likely to own a smart speaker.
  • Listening in vehicles is growing.
  • Podcasting’s Share of Ear has doubled in four years.
  • Podcasts are the number one audio source by time of consumption among podcast listeners

Watch The Podcast Consumer 2018

 

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Podcasting’s “Rock Stars”

The Wall Street Journal today published an interesting article on the growing popularity of live events that feature the hosts of podcasts (and even live recordings of those podcasts.)  Public broadcasters have been engaging in this strategy for years (the live tapings of shows like “Wait, Wait, Don’t Tell Me,” for example) but now commercial podcasters are also getting into the act.

This development is intriguing, and important to the space for a number of reasons. First of all, events are yet another way to monetize podcasting. The more revenue streams the medium generates, from direct response and brand advertising to listener-supported models and branded podcasts, the healthier the industry will be.

But there is another way in which these events are not only important, but maybe even critical to the health of podcasting. Podcasting, to date, has been a solitary experience—an intimate connection between the earbuds. But there is no reason why it can’t be a shared experience, especially with the rise of Smart Speakers like Google Home and the Amazon Alexa suite of products encouraging a new wave of “social audio.” Plus, it provides an even deeper level of engagement between host and audience, which in turn might spread what podcasting really needs: ambassadors. For more on our Smart Speaker research, visit http://NPR.org/smartaudio, and to learn more about the latest in Podcasting, register for The Podcast Consumer 2018, coming April 19th.

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Save The Date For The Podcast Consumer 2018

The Podcast Consumer 2018, the latest in an annual series of studies from Edison, will debut in a free webinar at 2PM on Thursday, April 19th. 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.

Edison VP Megan Lazovick honored as one of the “Top Women in Digital 2018”

Edison Research is proud to announce that VP Megan Lazovick has been named one of Cynopsis Media’s Top Women in Digital for 2018 in the “Rising Star” category. The Cynopsis award recognizes the most influential women in digital, marketing, advertising, social media and online content.

If you have any questions about understanding consumer behaviors in the digital realm, Megan is the person to ask. She has worked successfully on behalf of many of the biggest brands in the space. It is a testament to her combination of inventiveness and curiosity.

Her observations on consumer attitudes and behavior helped to shape custom research studies that have been widely publicized and cited in the media industry, such as Edison’s Share of Ear and The Smart Audio Report from NPR and Edison Research.

Please join us in congratulating our “Rising Star” Megan (@meg_laz) on this accomplishment!