Podcast Research · January 30, 2023

Boomer and Gen Z Podcast Thought Leadership Studies from Edison Research

By Edison Research

Somerville, NJ, January 30, 2023  Edison Research, the leader in podcast audience research in the U.S., today announces two major podcast thought leadership studies to be presented in first quarter of 2023.

Hit Play, Boomer: Podcasting’s 55+ Opportunity from NPR and Edison Research will focus on podcast listeners age 55 and older. The study will explore this oft-overlooked but highly influential demo and their podcast listening behaviors.

The Gen Z Podcast Listening Report from SXM Media and Edison Research will provide an in-depth look at the podcast habits and motivations of the elusive and much-desired Gen Z listener.

Edison Research has been tracking U.S. audio habits in The Infinite Dial® study since 1998 and podcast habits in the Share of Ear® data set since 2014. Edison Podcast Metrics has provided the only comprehensive measurement of podcast listening in the U.S., including show rankings, genre rankings, and listener demographic profiles, since 2019. These three data sets, combined with original in-depth interviews, promise to provide the most detailed information available about Boomer and Gen Z listeners to date.

Both studies further Edison Research’s continued commitment to grow the audio space through superior data and thought leadership projects.

“Everything we do at Edison Research works to drive the audio space forward with the highest quality data,” says Edison Vice President Megan Lazovick, who heads up the thought leadership efforts.  “We believe these two studies will help advertisers understand the opportunities for audio to reach these two important generations and of course help the media companies who can deliver these audiences.”

Presentation dates and registration information is forthcoming.

About Edison Research

Edison Research conducts survey research and provides strategic information to a broad array of clients worldwide, having conducted research in 66 countries. Edison Research’s The Infinite Dial® series has been the survey of record for digital audio, social media, podcasting, smart speakers, and other media-related technologies since 1998. The company’s Share of Ear® survey is the only single-source measure of all audio in the U.S. Edison Research is the leading podcast research company in the world, producing the only survey-based data on podcast listening in the U.S, Edison Podcast Metrics, and has conducted research for many companies in the space. Since 2004, Edison Research has been the sole provider of election data, race projections and analysis to the National Election Pool (ABC News, CBS News, CNN, NBC News) for every presidential primary and general election.

For more information, press only:
Laura Ivey
Director of Research
Edison Research








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