The Infinite Dial 2021 UK — Save the date

Edison Research, Bauer Media, and Spotify present The Infinite Dial® 2021 UK 

The Infinite Dial® 2021 UK from Edison Research, sponsored by Bauer Media and Spotify, will debut in a webinar on Thursday, December 2 at 2 PM GMT, and registration is now open 

The Infinite Dial is the longest-running survey of digital media consumer behavior in America, tracked annually since 1998, and The Infinite Dial 2021 UK will mark the first time the study has been conducted in the United Kingdom. Over its 20+ year history, it has become the survey of record for a number of important media channels, including streaming audio, podcasting, and social media, and is relied upon by its audience of content producers, media companies, agencies, and the financial community. The Infinite Dial study has been conducted in the United States, Canada, Australia, Germany, and South Africa.

Click here to register for The Infinite Dial 2021 UK

Larry Rosin, Edison Research President, will present the latest findings on digital media behaviors in the United Kingdom.  

Attendees will be the first to learn about the latest trends in the UK regarding media usage and consumption habits for streaming audio, podcasting, radio, mobile media, smart speakers, social media behaviors, and more.  

The presentation will be available for download at the conclusion of the webinar.

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—to produce a nationally representative, projectable look at the behaviors of the United Kingdom population ages 12 and over.  

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, 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, Spotify, Stitcher/Midroll, ESPN, 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.  

The Black Podcast Listener Report 2021

Click here to download The Black Podcast Listener Report 2021

Click here to download The Black Podcast Listener Report 2021 press release

The first-ever comprehensive research on Black podcast listeners in the United States, The Black Podcast Listener Report, was presented by Gabriel Soto, Director of Research at Edison Research, Nidia Serrano, Senior Director Sales Marketing Strategy at SXM Media, and Natasha Stockton, Director, Communications Planning at Mindshare. 

The study was conducted by Edison Research in partnership with  SXM Media and Mindshare. 

Thirty-six percent of Black Americans age 18+ are monthly podcast listeners, and this report examines how Black Americans consume podcasts, including podcast discovery, device usage, and reasons for listening. 

The report also includes findings on how Black Americans feel about podcast advertisements, podcasts with video components, the topics and genres they are most interested in, and the importance of black creators in podcasting. Over 2,500 Black Americans age 18+ were surveyed for this groundbreaking study. 

The Spoken Word Audio Report 2021 from NPR and Edison Research

New Report From NPR and Edison Research Shows Growth in Spoken Word Audio

Young, multicultural listeners drive consumption; Mobile listening and podcasts add to increases

NPR and Edison Research released the 2021 Spoken Word Audio Report today, revealing the continued increased consumption of spoken word audio in the U.S. and the drivers behind the growth.

Click here to download The Spoken Word Audio Report from NPR and Edison Research

The latest installment of the Report finds consistent growth in spoken word listening, particularly among young and more multicultural audiences, many of whom are relatively new to spoken word audio. The findings were presented in a webinar hosted by National Public Media (NPM) VP of Sponsorship Marketing Lamar Johnson and Edison Research VP Megan Lazovick and is available now at

The 2021 Reports finds seventy-five percent of those in the U.S 13+ (212 million people) are monthly spoken word audio listeners, and 45% (127 million people) are daily spoken word audio listeners. Spoken word audio listening is up 40% in the past seven years, and up 8% year over year, with the share of time spent listening to spoken word audio reaching 28% of time spent with all audio.

A look at a seven-year trend shows dramatic increases among young and multicultural listeners. The study shows 26% of 13-34-year-olds’ audio time is spent with spoken word audio, an increase of 116% over 2014. Similar increases are noted among multicultural listeners: 

  • Black listeners spend 22% of their audio time with spoken word (an 83% increase over 2014) 
  • Hispanic/ Latino listeners spend 27% of their audio time with spoken word (an 80% increase over 2014). 
  • White listeners now spend 29% of their audio time with spoken word, a 26% increase over 2014. 

While most listeners cite the ability to multitask as one of the main motivations for spoken word audio listening, young and multicultural audiences are more likely to cite other reasons such as connection, education, new perspectives, and self-improvement.

According to Edison Research VP Megan Lazovick, “While the growth in listening is really astounding, what stands out from this research is the use of spoken word audio for intrapersonal needs. The young listeners I spoke with turn to spoken word audio for help navigating life’s problems, making meaningful connection, and discovering new points of view – spoken word is, for some, an antidote to a superficial social media world”

Digital listening is also changing the spoken-word audio landscape. Mobile listening has increased 278% over the past seven years, with one-third (34%) of all time spent listening to spoken word audio being done on a mobile device. The increase in consumption on a mobile device holds for all ages, not just younger demos. Of all spoken word audio consumed by those 13+, 22% of it is to podcasts, a 176% increase over seven years ago (8%).

The comprehensive report also includes one-on-one video interviews with spoken word audio listeners, who revealed that they consume spoken word audio as a way to understand different perspectives on the world, and find personal connections and meaning in an otherwise “surface-level” digital world. 

“It’s exciting to see the growth in spoken word audio over the past few years, particularly among young and diverse listeners. The demography of our country is changing, and it’s imperative that publishers and audio content creators are responding to those changes in the audio they’re producing. NPR is committed to reflecting America in its content and is dedicated to bringing new and diverse viewpoints to its programming.”  said NPM VP of Sponsorship Marketing Lamar Johnson. 

How the study was conducted
The Spoken Word Audio Report 2021 from NPR and Edison Research is based on a national online survey of 1,000 U.S. adults age 18 and older, conducted August 18-30, 2021. All respondents reported listening to spoken word audio in the last month.  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 U.S. population estimates.



90% of Car Buyers Expect Broadcast Radio to be Standard In-Car Equipment

Edison Research just completed a massive new study of new and prospective car buyers across six countries to determine the importance of broadcast radio in the car, and the results were consistent and clear: 90% of car buyers expect broadcast radio to be standard equipment in their car, and 82% of respondents would be less likely to buy a car that did not have a radio.

While many of the respondents in this research actively used other forms of audio in the car, broadcast radio remains a strong choice. This study was commissioned by WorldDAB, in partnership with Radioplayer and sponsored by National Association of Broadcasters, Commercial Radio Australia, and Xperi, and consisted of over 6,000 online interviews in Australia, France, Germany, Italy, the UK and the U.S.A.  Findings from the study were presented at the WorldDAB Summit.

Click here to learn more about the study
Click here to download findings from the study

Virginia, Trump, and Independents

Throughout the just-completed campaign in Virginia, the eventual loser, Democrat Terry McAuliffe, continually attempted to make the election a referendum on Donald Trump. He referred to his opponent, now the Governor-elect Glenn Youngkin as ‘Trumpkin’ and warned that a vote for Youngkin was essentially a vote for Trump.

One can easily argue that this strategy didn’t work, as Youngkin won by approximately 80,000 votes. However, you can understand why the McAuliffe campaign thought Trump’s low favorables would make it the right move to attempt to put Trump on the ballot. Youngkin’s ability to both maintain appeal to the Trump base while also assuring those voters who identify as Independent that he was not just a Trump clone was one of the key elements of his win.

Looking at the data from Edison Research’s exit poll conducted for the members of the National Election Pool, one can see that Youngkin was vastly more popular with Independents than is Trump, and that made all the difference for him.

It’s worth noting as well that even among Republicans, Youngkin had higher favorability than Trump.  Trump is viewed favorably by 87% of Republicans who voted in Virginia in 2021, as compared to 95% for Youngkin.[1]

A strong majority of the electorate in Virginia on Tuesday told us they have an unfavorable opinion of Donald Trump.  Meanwhile, a majority told us they have a favorable opinion of Youngkin.

It’s also worth noting that losing the Independents was a significant factor in Trump’s loss in 2020, as he went from winning Independents nationally by four points over Hillary Clinton to losing among them to Biden by 19. The current exit polls show that Biden’s job approval among Independents is 35% and McAuliffe’s favorable among Independents is 37%.

Youngkin won for many reasons and McAuliffe can point to his own list as to why he lost.  Net favorability is only one, especially when we are looking at ‘off-year’ elections that are so dependent on differential turnout. Elections are more referenda on the party and people in power, and Biden job approval and McAuliffe favorable/unfavorables were more correlated to the vote outcome than either Trump or Youngkin favorable/unfavorables.

But it seems clear that had Trump himself been the Republican candidate, or had McAuliffe been able to successfully attach Youngkin’s brand to Trump’s, the outcome may well have been different.


[1] (Among those who responded to this question in the exit poll)