YouTube “Listening” Decreases in 2020

Americans are spending less of their total listening time with YouTube in 2020, and YouTube as an audio-only source is reaching fewer Americans in 2020, according to two updated datasets from Edison Research. 

Known as the birthplace of the eponymous YouTube star as well as many a viral challenge, YouTube also functionally serves as a music delivery source.  The latest Share of Ear® data from Edison Research shows that Americans now spend 9% of their time spent listening to audio sources with YouTube, down from 11% in 2018. The decrease is driven primarily from younger demos, as those in the U.S. age 13-34 now spend 16% of their total audio time with YouTube, down from 20% in 2019. 

Not only is time spent listening to YouTube as an audio source lower year over year, but YouTube as a source for music or music videos is reaching fewer Americans according to The Infinite Dial® from Edison Research and Triton Digital. 2019 was a bit of a milestone for the YouTube measure, as 50% of those in the U.S. age 12+ had listened to music on YouTube in the last week. In 2020, 44% of the total U.S. population reported having used YouTube for music in the last week. 

This decrease in reach is also driven by younger demos, as was the case with time spent listening, as the number of 12-34-year-olds using YouTube for music in the last week fell 14% year over year, to 60% from 70%. Usage by 35-54-year-olds was down slightly to 53% from 56% year over year. 

As both Share of Ear and Infinite Dial have catalogued enormous gains for YouTube for music listening over the last decade, it is of note that we see some diminishment for the first time corroborated in both surveys.  (Note: data points from both surveys were captured prior to the onset of widespread COVID-19-related disruptions.)

For the latest on how Americans are discovering new music, join Edison Research VP Nicole Beniamini for New-Music Seekers: An Infinite Dial® Report, presented as a free webinar on Thursday, July 16th, at 1 PM EDT. Register for New-Music Seekers here.

 

Latino Podcast Listener Report

Twenty-five percent of Latinos in the U.S. are Monthly Podcast Listeners 

The first-ever Latino Podcast Listener Report released by Edison Research

The Latino Podcast Listener Reporfrom Edison Research finds that 25% of U.S. Latinos age 18+ have listened to a podcast in the last month, and 45% of U.S. Latinos age 18+ have ever listened to a podcast. The study also shows increases in podcast listening for over half of U.S. Latinos age 18+ since the outbreak of COVID-19. 

 

Click here to download the Latino Podcast Listener Report in English

Haga clic aquí para ver y descargar el Latino Podcast Listener Report en español

The Latino Podcast Listener Report is the first and only comprehensive research on Latino podcast listeners in the United States; it was conducted by Edison Research and commissioned by Adonde MediaLantigua Williams & Co., LibsynNPR, and Pandora. Findings from the study debuted in two webinars on June 30, one in English and one in Spanish, presented by Gabriel Soto, Manager of Research at Edison Research, and Martina Castro, CEO of Adonde Media. 

 Although U.S. Latinos (61%) overall are less likely to be familiar with the term “podcasting” than the total U.S. population (75%), there are hardly any Spanish-language dominant Latinos in the U.S. who are familiar with the term podcasting and aren’t already listening. 

The study shows that 36% of U.S. Latinos have listened to a podcast in English and 24% of U.S. Latinos have listened to a podcast in Spanish.  Language dominance, in general, does not seem to correlate with the likelihood to be a monthly or weekly listener to podcasts, though: 25% of all U.S. Latinos in non-Spanishlanguage dominant households have listened to a podcast in the last month compared to 26% of those in Spanish-language dominant households. Also, 20% of all U.S. Latinos in non-Spanishlanguage dominant households have listened to a podcast in the last week, which is the same number (20%) as those in Spanish-language dominant households.  

Among podcast listeners, however, there are some differences based on language dominance. Notably, podcast listeners in Spanish-language dominant households are much more likely to have begun listening to podcasts recently than those in non-Spanish-language dominant households. Seventy percent of Spanish-language dominant listeners have started listening in the last year, compared with 47% of non Spanish-language dominant listeners. Of all U.S. Latino podcast listeners, 52% are listening to podcasts more since the COVID-19 pandemic. 

Of U.S. Latino monthly podcast listeners55are male, 50% are 18-34, and 47% identify as the first generation in the United States.  

Today we learned that the majority of Latinos have only started listening to podcasts within the last year, and yet many are still unfamiliar with the term podcasting,” noted Gabriel Soto, Manager of Research at Edison Research. Latinos have been and will continue to be essential for the sustained growth of podcast listening,” said Soto. 

“It is so validating to see the data bear out what many of us have long known about the tremendous potential of the Latino podcast listening audience in the U.S., both in English and in Spanish,” said Martina Castro, Founder and CEO of Adonde Media. “Now, the industry has the data that shows why making content for Latinos isn’t only the right thing to do, but is also simply a smart investment.”  

Other key findings about U.S. Latino monthly podcast listeners include: 

  • 80% say they are listening to podcasts more now than compared to one year ago
  • 26% say they source they use most for podcast discovery is social media posts, followed by recommendations from friends and family at 22%
  • 73% listened to an English podcast in the last month and 49% listened to Spanish podcast in the last month
  • 47% agree it is “somewhat important or very important that the podcasts they listen to include stories about and perspectives from their countries of origin 

The Latino Podcast Listener Report may be downloaded at www.edisonresearch.com/latino-podcast-listener-report. For more information on the partners in this study, please visit, Adonde Media, Lantigua Williams & Co., LibsynNPR, and Pandora.

How This Study Was Conducted
2,500 online interviews were conducted May 5 – May 27, 2020. The survey was offered in both English and Spanish and is nationally representative of Hispanic/Latino adults age 18+. The data is weighted to match age/sex/country of origin of U.S. Hispanic/Latino population and The Infinite Dial 2020 podcast listening statistics. Share of Ear® is based on data from 4,000+ respondents through a nationally representative sample of the U.S. population age 13+. The survey is offered online and offline, and in English and Spanish. Share of Ear data included in this report was updated through Q1 2020, before the COVID-19 disruptions. 

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. 

Three stats to know before the release of the Latino Podcast Listener Report

by Gabriel Soto, Manager of Research

When it comes to Latinos, there is no shortage of audio consumption among our communityAs we are about to see, the same is true for podcast listening. The irony, however, is in the shortage of resources available to the Latino podcasting market. This strong consumption — paired with a lack of research – merits formal look into the podcast listening terrains of the Latino listening world. This is exactly one reason why we have teamed up with leaders in the audio space to conduct a study that will provide insights into the podcast listeners and non-listeners of our often simplified, but truly complex, ethnic group. But before we visit those terrains on June 30th, 2020, here are three statistics that demonstrate where podcast listening even stands for Latinos. 

To analyze these three listening habits that will help us contextualize podcast listening among our community of 60 million people (U.S. Census 2018 ACS Estimate) we utilize Edison Research’s Share of Ear®, a quarterly updated study that comprehensively measures daily listening in the audio space. 

The following data compares two groups, the U.S. general population ages 13+ (which includes U.S Latinos ages 13+) and a subgroup derived from the first, composed of only U.S. Latinos 13+. The term U.S. Latino refers to anyone who identified as Hispanic or Latino in the Share of Ear study. Data reflects Q1 2020 before COVID-19 disruption if any. 

1. On average, U.S. Latinos spend more time with audio each day than the U.S. population 

How much time do Latinos spend listening to audio? How big is our audio world? On average, Latinos listen to an astounding 44 more minutes of audio per day than the general population. The latter spends an average of 3 hours and 53 minutes daily with the medium, while that number skyrockets to 4 hours and 34 minutes if we only look at listening time among Latinos. In this sense, the Latino hourglass is bigger. The figure reveals the mountain of Latino audio listening and its influence on the audio market. It also indicates that Latinos have more time for all forms of audio like music and spoken word (e.g., podcasts).  

 

 

2. Latinos allocate their audio time to music vs. spoken-word audio similarly to the general population 

On our way toward examining the podcast terrains of the U.S. Latino listener, we pass by a view of music vs. spoken word audioFor a section of the audio world that has lost some ground to spoken word since 2014, music still accounts for an overwhelming 77% share for the U.S. population, leaving the remaining 23% of the listening to spoken word audio, which includes media like talk radio, news podcasts, and audiobooks—to name a fewThis split is similar when we isolate those who identify as Hispanic or Latino: over four-fifths (81%) of audio listening time goes to music while just under one-fifth (19%) goes to spoken word audio. Now although a smaller proportion of Latino audio listening goes to spoken word audio, we have to remember that Latinos spend more time with audio to begin with, so the average time spent listening to spoken word daily manages to equal what the overall population spends with this form of audio. Only by climbing this area of the Latino audio mountain can we see a clearer picture of where podcast listening stands. 

 

 

3. On average, U.S. Latinos spend more time with podcasts each day than the U.S. population 

Taking only spoken word audio listening, in others words, removing music from the equation, the U.S. total population spends about 18% of that time with podcasts. When we flip to Latinos, the proportion of this time spent with podcasts is about 22% larger, with over one-fifth (22%) of spoken word audio listening dedicated to the booming platform. 

These numbers show that Latinos retain relatively robust listening to podcasts – and more broadly – to audio overall. It is about time to begin exploring and embracing it.

 

The paradox is that Latinos invest more of their time listening to podcasts than the general U.S. population, yet investment in the Latino podcast market is thin. Imagine the potential if the podcast industry were growing and if the Latino population were growing too – oh wait, that is happening. So, for those looking to be a part of it – click here to find out more information about the upcoming U.S. Latino Podcast Listening Report. 

Edison Research’s Ask Me Anything on Digital Audio

Many thanks to those of you who joined us for our first Ask Me Anything on Digital Audio webinar! We appreciate your time and we all had a great time answering your questions and talking about the research that means so much to us.

Below is a replay of the 30-minute webinar that ended up being almost an hour. If you have more questions, we would be happy to answer them at info@edisonresearch.com.

Latino Podcast Listener Report guarda la fecha

La primera investigación exhaustiva sobre los oyentes latinos de podcasts en los Estados Unidos el – Latino Podcast Listener Report – se presentará en inglés y en español el martes, 30 de junio a la 1pm EDT/5pm GMT en inglés y a las 2pm EDT/6pm GMT en españolEl estudio fue realizado por Edison Research y patrocinado por Adonde MediaLantigua Williams & Co., LibsynNPR y Pandora. 

Un 61% de los latinos estadounidenses mayores de 18 años están familiarizados con el término podcasting, en comparación con el 75% de la población total estadounidense de 18 años y mayor. El Latino Podcast Listener Report revelará cuántos latinos en los Estados Unidos escuchan podcasts — en inglés y en español. También destacará el aumento de interés sobre el tema de los podcasts entre la población latina. 

El reporte incluirá nueva información sobre los hábitos de escucha actuales entre los oyentes mensuales latinos y sus percepciones del podcast como medio. 

Las versiones del estudio en inglés y en español estarán disponibles después de su respectivo webinar. 

Haga clic aquí para inscribirse en el webinar Latino Podcast Listener Report presentado en inglés 

Haga clic aquí para inscribirse en el webinar Latino Podcast Listener Report presentado en español