Edison Research Signs WNYC Studios to the Podcast Consumer Tracker

 

Somerville, NJ (April 20, 2021) WNYC Studios has become the most recent subscriber to The Podcast Consumer Tracker from Edison Research. The Podcast Consumer Tracker is the industry’s only comprehensive measure of the total audience for podcasting and the reach of every major producer. 
   
“We are so happy to welcome WNYC Studios to our family of subscribers,” noted Edison Research SVP Tom Webster. “We have served New York Public Radio in a variety of capacities for nearly 15 years, and we are honored to be a part of their podcast strategy.”  


The Podcast Consumer Tracker from Edison Research is a first-of-its-kind research product designed to serve the ongoing needs of leading podcast networks, agencies, and consultancies, and is the source of the 
Top 50 Most Listened To U.S. Podcasts of 2020. Current subscribers include Stitcher/Midroll, NPR, Wondery, ESPN, and many other producers and podcast platforms.  
   
Since 2019, The Podcast Consumer Tracker has offered a bespoke service to the growing podcast industry and provides members with reliable and regular data on the podcast audience, what they are listening to, and the relative reach and awareness of the leading podcast networks. Each quarterly report tracks demographics, content preferences, listening behaviors, sales targeting information, and other custom measures.  


Edison Research has served the podcast industry for over 16 years through continual coverage of the medium in The Infinite Dial® and Share of Ear® research.

  

ABOUT WNYC STUDIOS 
WNYC Studios is the premier producer of on-demand and broadcast audio, and home to some of the industry’s most critically acclaimed and popular podcasts, including RadiolabOn the MediaTrump, Inc.The New Yorker Radio Hour, Death, Sex & MoneyDolly Parton’s America, and The United States of Anxiety. WNYC Studios is leading the new golden age in audio with podcasts and national radio programs that inform, inspire, and delight millions of intellectually curious and highly engaged listeners across digital, mobile, and broadcast platforms. Programs include personal narratives, deep journalism, revealing interviews, and smart entertainment as varied and intimate as the human voice itself. For more information, visit 
wnycstudios.org. 

 

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, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world and has conducted research on the medium for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the space. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison is the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct vote returns to project and analyze results for every major presidential primary and general election.  

Radio: Live On Air and Everywhere from NPR and Edison Research

NPR and Edison Research today released the findings of their first-ever study of its kind on radio — which identifies six segments of radio listeners, their listening behaviors and their attitudes towards advertising.

Click here to download Radio: Live On Air and Everywhere from NPR and Edison Research

The study, titled “Radio: Live on Air and Everywhere” reveals that radio plays an important role in the lives of consumers and that the majority of radio listeners are receptive to sponsorship messages on the platform. The findings were presented in a webinar hosted by NPR VP of Sponsorship Marketing Lamar Johnson and Edison Research VP Megan Lazovick and is available now at http://npr.org/radioiseverywhere.

Approximately 156 million people age 18+ – 63% of U.S. adults – listen to AM/FM radio daily, and listeners are driven to the medium for myriad reasons. The study finds that the heaviest users of radio are the most open to its advertising messages. Two of the six segments of listeners, “Radio Heads” and “Connection Seekers,” the groups that spend the most time with radio, are the least likely to avoid ads or sponsorship messages on AM/FM radio.

The six radio listener segments identified are:

  • Radio Heads (9% of radio listeners) Listen for all audio needs; listen to the most radio
  • Connection Seekers (16% of radio listeners) Listen for company and connection
  • Infomaniacs (18% of radio listeners) Listen for their need to consume news and information 
  • Rhythm Rockers (27% of radio listeners) Listen for their need to consume music 
  • Laidback Listeners (17% of radio listeners) Listen to radio only in the background 
  • Habitualists (13% of radio listeners) Listen to radio when it is the only option available 

Regardless of segment, 47% of radio listeners overall agree that listening to ads is a fair tradeoff to consume the free content. Almost half of all AM/FM radio listeners (46%) say they have considered a new company, product, or service after hearing an ad on the radio. 

NPR Radio listeners show a particularly strong engagement with radio and its sponsorship messages: with 46% agreeing that they are more likely to trust a company they hear advertised on NPR and 59% agreeing that NPR engages their mind in a more positive way than other media does. NPR listeners are more likely to be Infoseekers (26% of all NPR listeners), Connection Seekers (19%), and Radio Heads (15%)  than the average radio listener.    

Although often eclipsed in the media by other audio platforms, AM/FM radio commands 41% of all time spent listening to audio by those in the U.S. age 18+. Even with the growth in available online audio and other options, this new research finds that 33% of AM/FM radio listeners say the platform is becoming a more important part of their lives.  

“NPR has been a leader in radio for 50 years, with programming airing across more than 1000 member stations nationally,” said NPR VP of Sponsorship Marketing Lamar Johnson. “And while we all can agree that radio certainly has had an amazing legacy – we’re thrilled to see it also has a very vibrant future, with dedicated listeners who are especially engaged with radio’s content, including advertising and sponsorship messages.”

According to Edison Research VP Megan Lazovick, “Even in a world where people have many audio options, radio is by far the most listened-to in terms of reach and the most-used in terms of time. Don’t take for granted the fact that radio is everywhere – providing enormous audiences and engaged responses from tens of millions of people, every hour of every day.” 

How the study was conducted
Radio: Live On Air and Everywhere from NPR and Edison Research is based on a national online survey of 1,500 U.S. adults age 18 and older, conducted January 13-21, 2021. All respondents reported listening to AM/FM radio (traditional or streamed) in the last week. Data was weighted to match the sex, age, and ethnicity of AM/FM radio weekly listeners from The Infinite Dial from Edison Research and Triton Digital.  Edison Research Share of Ear®: A total of 4,000+ respondents age 13+ completed an online or offline survey which was offered in English and Spanish. Data weighted to national 12+ U.S. population estimates and has been tracked since 2014.

About NPR
NPR, which is celebrating its 50th Anniversary this year, is widely known for its rigorous reporting and unsurpassed storytelling that connects with millions of Americans every day — on the air, online, and in-person. NPR strives to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners can find NPR by tuning in to their local Member stations (npr.org/stations), and now on smart speaker devices — where listeners can simply say, “Play NPR” to tune into their local Member station’s live stream. Users can also access NPR podcasts, NPR One, NPR News Now, and the Visual Newscast on screened speakers. For more information visit npr.org/about and follow NPR Extra on Facebook, Twitter and Instagram.

About Edison Research
Edison Research conducts survey research and provides strategic information in over 50 countries for clients including AMC Theatres, AMC Theatres, Amazon, Apple, The Brookings Institute, Facebook, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, and SiriusXM Radio. The national tracking study The Infinite Dial® and the syndicated Share of Ear® are two of the most widely cited studies in the audio space. Edison is also the leading podcast research company in the world and has conducted research for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the podcasting space.  Edison’s network of more than 20,000 experienced interviewers allows the company to conduct research in almost any location. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool. For the 2020 U.S. elections, Edison will provide exit polls and will tabulate the national vote across every county in the United States for ABC News, CBS News, CNN, and NBC News.

Contacts, Press Only:    

Devon Landis
National Public Media at NPR
(202) 513-3490
dlandis@nationalpublicmedia.com

 Laura Ivey
Edison Research
(908) 707-4707
livey@edisonresearch.com

The Infinite Dial 2021 Australia — Save the Date

The Infinite Dial® 2021 Australia, the annual comprehensive study of Australians’ digital media behavior, is slated to debut via webinar at 11am (AEST) on Wednesday 28 April 2021 (9pm ET on Tuesday, 27 April 2021). 

Presented by Larry Rosin (President, Edison Research), the 30-minute webinar will provide a detailed insight into Australians’ current digital media behavior including online audio, radio, podcast listening, smart speaker ownership, social media usage, and more. Rosin will break down the latest trends and provide comparisons to other markets, including the U.S. and Canada, as well as share his perspective on the year ahead. 

2021 marks the fifth annual release of the study in Australia, and the continued expansion of The Infinite Dial®, the longest running survey of digital media consumer behavior in the U.S. 

Thank you to our major sponsor, Commercial Radio Australia, for enabling us to bring this study to Australia, and to our co-sponsors Southern Cross Austereo (SCA) via their LiSTNR subsidiary, as well as Triton Digital®. 

Click here to register for The Infinite Dial 2021 Australia. 

Visit www.edisonresearch.com  to learn more about The Infinite Dial®.

Please contact us at info@edisonresearch.com with any questions.

The Infinite Dial 2021

Eighty Million Americans Listen to Podcasts Weekly with Most Diverse Audience Ever;
Online Audio Listening and Smart Speaker Ownership Show Continued Growth

Click here to download The Infinite Dial 2021

Click here for The State of Podcast Listening for 2021: Podcasting Finds a Way, from The Infinite Dial 2021

Scroll down to view a recording of  The Infinite Dial 2021

Podcasting continues its significant and steady growth while its overall audience is more diverse than ever, according to The Infinite Dial 2021® from Edison Research and Triton Digital. Along with podcasting, smart speaker ownership and online audio consumption showed notable gains in this year’s survey. 


Approximately eighty million Americans – 28% of the U.S. 12+ population – are now weekly podcast listeners, a 17% increase over 2020. The overall monthly podcast listening audience is now more diverse than ever: 57% of monthly podcast listeners are white, 16% Latino, 13% African American, 4% Asian, and 10% of some other background.
 
 
Sixty-two percent of the U.S. 12+ population, around 176 million people, are now weekly online audio listeners, an all-time high for this category. 

 

One-third (33%) of Americans 12+, approximately 94 million people, now own a smart speaker, an increase of 22% from last year and nearly five times what it was in 2017 (7%). Of those who own a smart speaker, 34% have three or more of the devices in their household.  
 
The Infinite Dial 2021 marks a significant year for the study, as the media measurement was done almost entirely during a time of quarantine or some level of restriction due to Covid-19. The historical data in The Infinite Dial provides pre-Covid trending capability.  
 
“In the near quarter of a century that the Infinite Dial has been the survey of record for digital audio, the space has never been more vibrant, or more diverse, than it is today,” said Tom Webster, Senior Vice President at Edison Research. “Podcasting, in particular, has made great gains with women and non-White audiences, and truly reflects the diversity of America.” 

 

“We are pleased to partner with Edison Research to unveil the results of the 2021 U.S. Infinite Dial,” said John Rosso, President of Market Development at Triton Digital. “The results of this year’s study are exceptionally interesting, as they provide insight into Americans’ consumption of radio, streaming audio, podcasts, and usage of smart speakers during a time of unprecedented disruption in our everyday lives.” 
 
Other findings include:  

·       88% of Americans 12+ own a smartphone, another year of growth from 85% last year. Tablet (51%) and smartwatch (18%) ownership have plateaued, meaning the smartphone is by far most popular device for media consumption. 
 

·       TikTok usage surged, particularly among 12-34 year-olds. Forty-four percent of 12-34 year-olds are using the service, up from 25% last year – an increase of 76%. 
 

·       For the first time in the history of the study, Facebook is no longer named as the social media brand used most often by a majority of social media users, as 47% say it is the platform they use most (down from 54% the year before and 62% in 2016).  
  

·       One in five Americans 12+ have now watched a live stream of a videogame, and 10% broadcast their own games.  
 

·       51% of those age 12+ “frequently” or “sometimes” listen to audio with other people, with this percentage rising to 69% among those age 12-34. 
  

·       The percentage of Americans 18+ who have driven or ridden in a car in the last month decreased from 87% in 2020 to 83% this year.

 

About The Infinite Dial 
The Infinite Dial® study uses the gold standard of nationally representative survey research—a random probability telephone sample comprised of both mobile phones and landlines— of all Americans ages 12 and older. Findings from the Infinite Dial have become the barometer on digital audio and other digital media consumption, and is widely used and quoted by broadcasters, podcasters, online radio publishers, ad agencies, and the financial community.  ­­­

How the study was conducted 
A total of 1,507 persons were interviewed to explore Americans’ use of digital platforms and new media. From January 4th through February 2nd, 2021, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling through both landline phones and mobile phones. The survey was offered in both Spanish and English. Data was weighted to national 12+ U.S. population estimates. 
 

 

About Edison Research 
Edison Research conducts survey research and provides strategic information to a broad array of commercial clients, governments, and NGOs, including AMC Theatres, Amazon, Apple, BBC, The Brookings Institution, Facebook, The Gates Foundation, Google, Voice of America, The New York Times, Oracle, Pandora, The Pew Research Center, Spotify, SiriusXM Radio, and UnidosUS. Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, PodcastOne, Slate, Spotify, Stitcher/Midroll, ESPN, WNYC Studios, Wondery, and many more companies in the space. Another specialty for Edison Research is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, consisting of ABC News, CBS News, CNN, and NBC News, conducting exit polls and collecting real-time vote results in all 50 states. 

 

 

About Triton Digital 

Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry.  Triton Digital is a wholly owned subsidiary of The E.W. Scripps Company (NASDAQ: SSP).  For more information, visit www.TritonDigital.com. 

Mobile device share of listening on track to surpass traditional radio receivers in the U.S.

Listening on a mobile device now accounts for 30% of all time spent listening to audio by those age 13+ in the U.S., an increase of 67% since 2014, according to the latest Share of Ear® report from Edison Research. Listening on a mobile device has been growing steadily since Edison Research’s Share of Ear study began tracking audio consumption among Americans in 2014.

The gap between listening on a traditional radio receiver and a mobile device among those age 13+ has narrowed remarkably quickly since 2014: 31 percentage points separated the two in 2014 and only five percentage points separate the two today. The traditional AM/FM radio receiver does account for the largest share of audio consumed but has decreased the most since the survey began, now accounting for 35% of all audio consumption compared to 49% in 2014.

Mobile devices have already surpassed traditional radio receivers in the younger age groups. Among those age 13-34, 46% of total daily audio consumption is done on a mobile device and 20% is done on a traditional AM/FM radio receiver.

It is important to note that these statistics speak to device only, not the audio product that is delivered by the device. Mobile devices can deliver a wide range of audio products, including radio station programming.

“Mobile devices, particularly of course the phone, have been gaining on the traditional radio receiver as the primary listening device for as long as we have been measuring Share of Ear, but with the disruptions of the last year the gap has narrowed dramatically.” said Edison Research President Larry Rosin.  “As fewer people have a standard radio receiver in their homes these days, naturally more listening comes through digital devices.”

COVID-19 disruptions meant Americans spent more time consuming audio at home in 2020 and less time consuming audio in-car, the prime location for listening to a traditional AM/FM receiver, which could explain some of the change in the past year. Further data analysis in the coming year will be needed to see if these audio habits remain post-quarantine.

How the Share of Ear® study is conducted: Edison Research conducts a nationally representative study of Americans ages 13 and older to measure their time spent listening to audio sources. Respondents complete a 24-hour diary of their audio listening on an assigned day. Diaries are completed both online and by-mail using a paper diary. Diaries are offered in both English and Spanish. The Share of Ear study is released quarterly and is available on a subscription basis.

For more information about becoming a subscriber to Share of Ear, visit www.shareofear.com or email Edison Research at info@edisonresearch.com.

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of commercial clients, governments, and NGOs, including AMC Theatres, Amazon, Apple, BBC, The Brookings Institution, Facebook, The Gates Foundation, Google, Voice of America, The New York Times, Oracle, Pandora, The Pew Research Center, Spotify, SiriusXM Radio, and UnidosUS. Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, PodcastOne, Slate, Spotify, Stitcher/Midroll, ESPN, WNYC Studios, Wondery, and many more companies in the space. Another specialty for Edison Research is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, consisting of ABC News, CBS News, CNN, and NBC News, conducting exit polls and collecting real-time vote results in all 50 states.