Netflix’s Bird Box Reached 32% of Online Americans; Over 84 Million People

The characters in Netflix’s record-setting movie Bird Box may have had to shield their eyes to avoid certain demise, but the stats around just how many people saw the movie need to be seen to be believed.

New data from the most recent release of  The 2019 Infinite Dial Study by Edison Research and Triton Digital® shows that 32% of the U.S. online population age 12+, or more than 84 million people, have seen the Netflix film Bird Box starring Sandra Bullock, as of January 2019. The movie is still available for viewing, so that number will continue to grow.

Of the respondents who said they subscribe to Netflix, 51% said they saw Bird Box.

The 2019 Infinite Dial is the latest report in a series dating back to 1998 that covers consumer usage of media and technology, has tracked many new mediums as they develop. The Infinite Dial currently provides the latest research in U.S. digital audio, mobile, smart speakers, podcast consumption, and social media.

“It is impossible not to be interested in the reach of a streamed movie with no theatrical release that generated tremendous media coverage, memes, and online interactions. Bird Box proves that original, streamed, content can reach massive numbers of Americans,” said Edison President Larry Rosin.

The Infinite Dial shows that 53% of Bird Box viewers are women and 47% are men. Thirteen percent are age 12-17, 42% are 18-34, 29% are 35-54, and 16% are 55+. Sixteen percent of viewers are African American and 22% are Hispanic.

Quantifying just how many people saw Bird Box has been a topic of much speculation since the film premiered in December, 2018. Previous estimates for viewership of Bird Box range from 45 million worldwide accounts over the 2018 holidays, according to Netflix, to 28 million U.S. viewers in the first seven days alone, according to Nielsen.

How the study was conducted:
A total of 4,126 persons age 12 and older participated in an online survey between January 15 and February 4, 2109, to explore Americans’ use of digital platforms and new media. The survey was offered in both Spanish and English. Data was weighted to national 12+ U.S. online population estimates.

Edison Research has no business relationship with Netflix.

About Edison Research: https://www.edisonresearch.com/

Since its founding in 1994, Edison Research has conducted research assignments in more than 50 countries. Edison works with a broad array of commercial clients, governments and NGOs, including AMC Theatres, BBC World Service, The Brookings Institute, Disney, The Gates Foundation, Google, NPR, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, SiriusXM Radio, and the Voice of America. 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.  Edison conducts more than 100,000 interviews in a single day for this project. 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. Edison’s work in public opinion research includes an ongoing survey of Economic Anxiety in America, conducted in conjunction with American Public Media’s renowned Marketplace program. Edison’s industry studies The Infinite Dial (now in its 21st year) and Share of Ear® are two of the most widely-cited studies in the audio space.

Podcast Consumer 2019

The Podcast Consumer 2019

Edison Research announces the release of The Podcast Consumer 2019, the latest in an annual series of closer looks at the audience for podcasting in America. This report comprises new research from The Infinite Dial 2019 from Edison and Triton Digital, as well as previously unreleased data from Edison’s Share of Ear research, a syndicated product that has tracked all forms of online and offline listening since 2014.

This year, thanks to a newly-expanded Infinite Dial, the Podcast Consumer 2019 includes many fresh data points on this increasingly important medium. The principal findings include the following:

The audience for podcasting grew significantly in the past year. Today, 51% of Americans 12+ have ever listened to a podcast, with 32% having listened in the past month, and 22% in the past week.

In addition, podcasting’s Share of Ear has more than doubled in five years, increasing 122% since 2014.

Although all key demographics grew, much of the increase in podcasting has come from Americans age 12-24.

Forty-one percent of monthly podcast listeners say they are listening to more podcasts today compared to one year ago, with 13% saying they are listening to less.

Streaming services are playing a role in the growth of podcasting, with 43% of monthly podcast listeners say they have listened to a podcast on Spotify, and 35% on Pandora.

Music is the number one topic in terms of interest from podcast consumers.

Finally, 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts, compared to 7% who say they are less likely.

“Thanks to our partners at Triton Digital, this year we were able to significantly expand the podcasting coverage in our Infinite Dial series,” noted Edison SVP Tom Webster. “We are now able to explore in greater detail the consumption patterns and perceptions of the audience for what has become an extremely important medium.”

The results of this survey were first revealed in a webinar on April 11th, 2019.

Watch a replay of the webinar here:

How the survey was conducted:

In January/February 2019, Edison Research conducted a national telephone survey of 1,500 people aged 12 and older, using random digit dialing techniques to both cell phones and landlines. Telephone data was weighted to national 12+ U.S. population figures. In addition, Edison Research also conducted a national online survey of 4,126 people aged 12 and older. Online data weighted to match the Infinite Dial telephone demographics of those with internet access. Both surveys were offered in both English and Spanish.

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 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.

About Triton Digital:
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 40 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. 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.

Internet-Delivered Audio Listening Rises 59% in Four Years

An update from Share of Ear® by Edison Research

Internet-delivered audio, defined as listening to audio ‘pureplays’ such as Pandora or Spotify, listening to the streams of radio stations and streams of SiriusXM, podcasts, or music from YouTube, has dramatically increased its share of the audio pie since the debut of the Share of Ear® project in 2014.

As of the end of 2018, the share of listening going to these platforms of audio has risen from 22% to 35%.

“While the more established modes of audio delivery, such as broadcasting and listening to owned music, remain strong, with each update we show more audio is delivered through the internet. These trends are especially pronounced among young people,” said Edison Research Director Laura Ivey.

For more information about Share of Ear® contact info@edisonresearch.com or www.ShareOfEar.com

How the Share of Ear® study was conducted Q4 2014 and Q4 2018:
Edison Research conducted a national study of Americans ages 13+ to measure their time spent listening to audio sources.  Respondents completed a 24-hour diary of their audio listening on an assigned day.  Diaries were completed both online and by-mail using a paper diary.  Diaries were completed in both English and Spanish.

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 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.

Parenting and Household Tasks: How Dads Contribute

Based on our recent Moms on the Mother Load study, we found that moms say they are the carrier of the mental load, which includes the organizing, planning, and reminding of family tasks, but what do dads say? Data from the same survey reveals that dads contribute to household and parenting tasks in a different way, and the divisions of labor are quite clear.

To highlight the differences in responsibilities among co-parents, we used an index to compare the co-parenting dads who say they’re primarily responsible for each task against all co-parents in our sample. An index above 100 indicates that dads who co-parent are more likely than moms who co-parent to say they are primarily responsible for that task.

Household tasks
Our data shows that co-parenting dads are 79% more likely (179 index) to say they are primarily responsible for mowing the lawn than co-parenting moms.  According to dads, they are also more likely to maintain the vehicles (175 index), take the garbage out (153 index), and pay the bills (131 index).

Where do co-parenting dads index below the average?  Laundry, cleaning the house, and cooking dinner are the least likely household tasks to be primarily handled by dads. This ultimately means that all these tasks, which are done frequently and regularly, are more likely to be the responsibility of moms who co-parent.

It is interesting to note, however, how the tasks are divided.  Our research illustrates that co-parenting dads are more likely to be responsible for about half of the household tasks listed, with co-parenting moms being more likely responsible for the other half. When it comes to parenting tasks, however, this division is not as equal.

Parenting tasks
Of the 21 parenting tasks listed in the survey, including everything from making doctor’s appointments to organizing playdates, dads who co-parent reported that they are less likely than moms to be the primary person responsible for almost every task with the exception of one.  Preparing for a child to attend college (109 Index) is the only item in the list of parenting tasks where dads index above 100 and therefore means that this is sole task where dads are more likely to be responsible for than moms. Dads do index closest to the average, however, when it comes to changing diapers, exposing children to religion, and taking children to and from activities and school.

Where the household task data shows clear groups of tasks that co-parenting dads primarily do and tasks that co-parenting moms primarily do, the parenting task data does not show the same type of division. There are very few parenting tasks that co-parenting dads are more likely to report being primarily responsible for, compared to co-parenting moms.

Overall, these findings support the conclusions drawn in our Moms on the Motherload study, that even with another parent to help, co-parenting moms are the primary motors that keep the home and family running. But as society evolves and dads continue to become more involved in parenting than their own fathers were, it will be fascinating to see what the division of labor looks like in the future.

Index
Index is a measure that allows for comparison of a certain population against an average. An index of 100 represents the average. A target population has an index of 100 when it exhibits the same proportion of a characteristic as the average.

How the study was conducted
In August 2018, Edison Research conducted an online national survey of 966 parents of children age 21 and under and asked them to indicate who does what in their household and how they feel about their responsibilities.

The Return of “Relax”

by Edison Research President Larry Rosin

With the resurgence of Soft AC radio stations has come the revival of a word that had been all but banished from broadcast radio: “Relaxing.

Coming in with all the “Breeze” stations and their cousins are slogans like “Relaxing Favorites at Work,” and “Lite Relaxing Favorites.”  Stations are once again touting the “user benefit” of relaxation. 

What’s interesting about these stations grabbing hold of ‘the R word’ is that it was once heavily used by many stations, in particular those that were once the Soft ACs in their markets.  These powerhouses, now almost all positioned as “Mainstream AC” (think KOIT, WLTW, WBEB, and many others) made the move away from “relaxing” and it was almost assuredly the right thing for them to do.

Research performed that guided these stations away from “relaxing” showed convincingly that their listeners preferred both the music and the message geared around some form of “picks you up and makes you feel good.”  Music that makes the workday fly by faster.  While few people flatly rejected the word “Relaxing,” the research for these stations consistently showed they would be in a stronger place highlighting a more upbeat ‘mood service.’

It’s worth noting that ten years ago many markets also had “Smooth Jazz” stations providing relaxing music in competition with those Soft ACs.  Those are almost all long gone, meaning the “softest place on the dial” position was wide open.

The rather rapid success of some of the stations that have launched into the “relaxing”, sort of old-school Soft AC position has caught many industry observers by surprise.  Part of the success is surely related to just how far some of the “Mainstream AC” stations had traveled from any kind of relaxation mood service.  There were some people still listening to legacy brands who had been taken to a place a bit too contemporary and upbeat, and they are happy to have a place that delivers a slower pace and intensity.  Without doubt the formatics of the new Soft ACs are PPM-friendly and most launched with particularly light spot loads. 

To the above explanations I will add a further observation – maybe this is a format just made for these times.  The research work we do relating to news and opinion these days expose us to an enormous number of people who are simply exhausted by the news cycles, what they see and hear from Washington, and tense situations around the world.  People across the political spectrum are stressed out.  In blows a station called “The Breeze,” or “The Sound,” providing familiar favorites that soothe instead of stress.  Who isn’t looking for THAT kind of mood-service these days?

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 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.