The Women’s Podcast Report from Edison Research and SXM Media — Save the Date

Edison Research and SXM Media to Release the Women’s Podcast Report 2022
Registration is open for December 14 Webinar 

Edison Research and SXM Media are proud to announce the debut of the Women’s Podcast Report, the first comprehensive survey research of women  podcast listeners in the U.S.

Join Megan Lazovick, Vice President at Edison Research, and Melissa Paris, VP Sales Research and Analytics at SXM Media, on Wednesday, December 14th at 2:00 p.m. ET for a webinar presentation of the findings from the Women’s Podcast Report.  

In this webinar, among many findings, you’ll learn:  

  • The demographics of women podcast listeners  
  • The podcast discovery habits of women podcast listeners  
  • How women promote and share podcasts 
  • Why women follow podcasts or hosts on social media
  • How women feel about brands on podcasts 

We hope you will join us on Wednesday, December 14 at 2:00 p.m ET. 

Click here to register for the Women’s Podcast Report 2022 

  

Weekly Insights 11.30.22 AM/FM Over the Air vs. Streaming

This article is from Edison’s Weekly Insights email.  Please click here if you would like to subscribe.

It’s time to check in on a data point we presented three years ago as part of our now-annual Top 10 Findings countdown. Finding #9 from our 2019 list was “AM/FM Listening is almost exclusively over-the-air…still.” At the end of 2019, 92% of AM/FM listening by those in the U.S. age 13+ was done over the air, versus eight percent to the AM/FM streams.  

Our semi-impatient editorial comment “still” in the headline of our finding showed that with the available ways to hear AM/FM radio streams through mobile and smart speakers, we expected more of a shift to streams.

Three years later, is this still the case? Today we go to our most recent Share of Ear data to find out.  

The graphic below shows annual data from the inception of Share of Ear in 2014. The comparison only is concerning listening to AM/FM radio content – comparing listening on a ‘radio set’ to that done on any streaming device – phone, smart speaker, etc. In 2014, five percent of the total AM/FM listening among those in the U.S. 13+ was to the station streams, with 95% being over the air.

There was almost no change in share of time with streaming compared with over-the-air listening from 2015 to 2019. In that four-year span, streaming increased by one percentage point. But in one year between 2019 and 2020, the percent of AM/FM listening time spent with station streams increased from 8% to 11%, and is now at 12%.

 

It’s probable that time at home and away from our cars due to quarantine restrictions caused a bump in the percent of total AM/FM audio time spent with streams. It’s also worth noting that as overall time with over-the-air AM/FM decreases, the time with station streams makes up a bigger portion of the total.

Listeners age 25-54 are the most likely to consume AM/FM radio via a station stream. As shown in the graph, 12% of the AM/FM listening by those age 13+ is to the radio station streams. If we take a quick look at some age breaks:  13% of AM/FM listening by those age 13-24 is done to the streams, 17% of AM/FM listening by those age 25-54 is done to the streams, and of 7% of AM/FM listening by those age 55+ is done to the streams. 

We are finally firmly in double digits with the percent of AM/FM consumption done to radio station streams on an overall basis, but probably still lower than one would expect given digital audio devices. We will continue watching Share of Ear trends to see how AM/FM listening tracks with over-the-air versus streams.

 

 

Weekly Insights 11.22.22 Radios dominate the in-car audio experience (yes, even among Gen Z listeners)

This article is from Edison’s Weekly Insights email.  Please click here if you would like to subscribe.

The preferred mode of transport in the holiday classic Over the River and Through the Woods is horse-drawn sleigh, but this year AAA predicts that 89% of Thanksgiving visitors in the U.S. will travel via automobile — almost 49 million people. And regardless of the distance of the journey, many will be listening to audio on the way. 

Edison Research’s Share of Ear data allows us to see how much time Americans typically spend with each audio device when they are listening in-car. The graphic below shows that among those 13+ who listen in-car, the majority of time (58%) is spent listening through a traditional AM/FM radio receiver. Twenty-one percent of the time is spent with mobile, 16% with a satellite receiver, and 4% with a CD player.

Gen Z listeners (age 13-24) spend around twice the average time listening through a mobile device in-car: 43% compared with 21% for those age 13+. But traditional AM/FM radio narrowly takes the top spot for in-car listening device for Gen Z at 48%. This might come as a surprise for everyone who knows that Gen Z listeners prefer mobile phones for audio listening overall, and they do, but the in-car environment is different, and young listeners spend almost half of their in-car listening time with an AM/FM radio receiver.

Listeners age 25-54 spend over half their in-car listening time with traditional AM/FM radio (55%), 26% with a mobile device, and 14% with satellite. If we group AM/FM and satellite together as “radio,” then those age 25-54 spend 69% of their in-car listening time with radio receivers. 

Satellite posts its best numbers with those age 55+, who spend 23% of their in-car listening with a satellite receiver. When combined with traditional AM/FM radio (66%), those age 55+ spend 89% of their in-car listening time with a radio receiver. This group spends five percent of their in-car audio time with a mobile device.

For all demos, CD players are hanging on in the low single digits for time spent listening in-car.

Keep in mind that one shouldn’t assume that the driver is making the audio choices in-car for everyone, since it is plausible that a parent could be in the front seat, for example, while a child is listening on their mobile phone through earbuds. One also can’t assume that only one thing can be listened to in the car at one time. Regardless, though, what we see here is that radios dominate the in-car listening experience overall. 

 

The Infinite Dial New Zealand 2022

Strong Radio, Podcast, and Online Audio Consumption in New Zealand
First-ever Infinite Dial® study in New Zealand reveals rich audio landscape
 

Click here to download The Infinite Dial New Zealand 2022

Somerville, NJ November 17, 2022 – In the last week, 73% of those age 16+ in New Zealand have listened to AM/FM radio, 70% have listened to online audio, and 30% have listened to a podcast, according to The Infinite Dial 2022 New Zealand, a comprehensive study of digital media consumer behavior from U.S.-based Edison Research. 

The Infinite Dial began in 1998, is the longest-running study of its kind in the U.S., and has since expanded to six countries. The New Zealand version of this study is presented by major sponsor The Radio Bureau with additional sponsors MediaWorks and NZME. The study surveyed over 1,300 New Zealand residents age 16+ on a variety of measures including online digital audio platforms, radio, smart speakers, podcasts, and more. 

Weekly radio usage among New Zealanders (73% of those age 16+) is higher than Canada (62%) and the U.S. (56%). New Zealanders are also more likely to have a radio in their household (73%) compared to those age 16+ in the U.S. (61%). 

Thirty percent of New Zealanders are weekly podcast listeners, outpacing the U.S., Canada, and Australia, each at 26%. Monthly podcast listeners in New Zealand subscribe to an average of four podcasts.

Weekly online audio listeners in New Zealand (70%) spend an average of nine hours and 24 minutes per week with online audio. Weekly online audio listeners age 16-34 spend 10 hours and 24 minutes with online audio. 

Key findings among New Zealanders age 16-34 include: 99% own a smartphone, 26% own a smart speaker, 86% have listened to online audio in the last week, and 41% have listened to a podcast in the last week. Despite the availability of digital audio, the majority of young New Zealanders are still choosing radio, as 69% have listened to radio in the past week.
 
When consuming media in car, 81% of New Zealanders currently ever use AM/FM radio, which is on par with the U.S. (80%). Lagging a bit behind the U.S. is podcast consumption in-car, 21% compared with 32% in the U.S., and online audio consumption in-car, 20% compared with 42% in the U.S.   

Twenty percent of New Zealanders own a smart speaker. Fourteen percent own a Google Home, 10% own an Amazon Alexa, and 2% own an Apple HomePod. 

“We are thrilled to bring The Infinite Dial to New Zealand. The findings reveal a media environment rich in audio usage and device ownership, and we look forward to a variety of industries in the country using this data to advance their business,” said Edison Research President Larry Rosin. 

About the survey: In the third quarter of 2022, Edison Research conducted a national survey of 1,385 respondents in New Zealand age 16 and older: 351 interviews were conducted by telephone and 1,034 interviews were conducted online. The data was weighted to national population figures age 16+.

About Edison Research      
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Apple, Disney, Dolby Laboratories, Google, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, and Univision. Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, Slate, Spotify, SXM Media, ESPN, WNYC Studios, and many more companies in the space. Edison Research has conducted 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, conducting exit polls and collecting precinct vote returns to project and analyze results for every major presidential primary and general election.     
 

For more information:
Nicole Beniamini
Vice President
Edison Research
nbeniamini@edisonresearch.com 

Weekly Insights 11.16.22 Weekends are for Music Listening

This article is from Edison’s Weekly Insights email.  Please click here if you would like to subscribe.

Spoken word audio is getting plenty of press time lately, as well it should, but the Edison Research Share of Ear database reminds us that nearly three-quarters of daily audio time among those age 13+ in the U.S. is spent with music. For most people most of the time, music is their audio choice. 

Weekdays and weekends might blur together for some, since remote working has changed life for many commuters, and the overall population is mobile, but there are still clear differences in weekdays and weekends when it comes to music listening. 

The graph below illustrates the average number of minutes per hour devoted to music listening on weekdays. From 6am-7am, listeners average around 11 minutes of music listening. Bear in mind, this is among all Americans age 13 and over, including those who aren’t listening to anything.  Plenty of people are not even be awake in this hour.   The graph shows similar amounts of listening through the morning with a few fluctuations, then a little dip from noon-1p. Music listening peaks in the 3pm-4pm hour on weekdays.  


Anecdotally, think of your own average 3pm hour during the week. Office workers may be taking a break from a day of meetings. Parents may be enjoying some peace, or starting after-school carpool chores. Often, the 3pm hour is referred to as a lull. Maybe some listeners need music to go with their afternoon pick-me-up coffee.

Weekends tell a different story. 

As this second graph shows, the music-listening pattern is different on weekends. Listening gets a bit of a slower start, as expected, but increases steadily through the morning. Music listening peaks in the 10am-11am hour on weekends. The weekend graph has a decidedly different shape from our weekday graph. 

Again, picture your typical weekend morning. Whether it be cleaning, errands, relaxing, or activities, Americans listen to the most music in the 10am hour on the weekends. The second peak is in the 2pm-3pm hour, when 14 minutes of music audio is consumed.

When both graphs are combined, it’s easy to see that once the hourly weekend listening surpasses weekday levels, it stays that way until well into the evening. From 9am to 11pm, music listening on weekend days outstrips music listening on weekdays.

The places where weekday and weekend music listening differ most? During 7am-8am, weekdays are the farthest ahead of weekends. During 10am-11am, weekends most definitely have the edge with the biggest lead over weekdays. 

The weekday peak of 3pm-4pm isn’t quite enough to match weekends during the same hour, supporting the idea that weekends were made for music.