Comedy, News, and Society and Culture Podcasts Most Listened-to Genres in Podcasting

Client response to the first delivery of our new Podcast Consumer Tracker has been tremendous, and we’ve gotten lots of great suggestions for future enhancements as we continue to evolve this study into the industry standard for measuring the podcast universe from the listener’s perspective. One suggestion, however, was so good, that we didn’t want to wait to incorporate it—and it’s one that we wanted to share publicly. The Podcast Consumer Tracker is the only comprehensive measure of what podcast consumers are listening to (not downloading) and we are continuously collecting data on thousands of podcasts. Since we are getting specific podcasts listened to by our sample of weekly consumers, it was a simple task to match our list with the podcast genre data that podcasters provide in their RSS feed (we chose Apple’s genre categories for consistency.) 

And so, for the first time ever, here are the podcast genres with the greatest reach amongst U.S. weekly podcast consumers. A couple of notes. First of all, the Podcast Consumer Tracker measures humans—not downloads. The 36% listed for Comedy, for instance, is NOT the percentage of podcasts downloaded. Rather, this data shows the percentage of weekly podcast consumers who listened to at least one comedy podcast in the last week.  Also, these figures do not represent any kind of compositional or share data–people can and do listen to podcasts from multiple genres. For more on the differences between reach (what we measure) and downloads, here’s a deeper dive on the topic

The Edison Research Podcast Consumer Tracker is the only source for this data. Thanks to Wondery’s Hernan Lopez for the suggestion!

For more information on a quarterly subscription to the Podcast Consumer Tracker, contact Tom Webster at twebster@edisonresearch.com

Moms on Social Media Webinar — Save the Date

The annual Edison Research The Infinite Dial® study estimates that there are 15 million fewer Facebook users in the U.S. today than there were in 2017. However, among moms in the U.S., Facebook remains strong year over year.

The Research Moms expand on this finding with their latest all-new study, Moms on Social Media: It’s Complicated.

Join The Research Moms on Wednesday, December 18 at 2pm ET as they debut data from this study that explores moms’ usage, perceptions, and sentiments of all social media. This is a brand new survey conducted in the second half of 2019 among a sample of moms in the U.S.  It includes why they use social media, what they use it for, and how they feel about using it – and how their feelings and actions don’t always align.

Click here to register for The Research Moms Present: Moms on Social Media.

Edison Research Announces Delivery of the First Podcast Consumer Tracker Report

Quarterly study provides audience research and comparative performance metrics for leading podcast networks

SOMERVILLE, N.J., November 20, 2019 (Newswire.com) – Edison Research has delivered to clients
the first and only comprehensive measure of the comparative reach of America’s top podcast
networks, the Podcast Consumer Tracker. Edison, the leading podcast research company in the world, has been studying this rapidly evolving medium since 2006, and the Podcast Consumer Tracker represents the first successful endeavor to present a unified look at audience information at the publisher/network level. The Podcast Consumer Tracker also contains competitive intelligence, audience demographics, and sales targeting information for podcast publishers and networks. The Podcast Consumer Tracker from Edison currently has 10 charter subscribers, including NPR, PodcastOne, Wondery, ESPN, WarnerMedia, and other significant publishing and agency partners. The study is based on a continuous sampling of consumers who have listened to a podcast in the last week. Comparative rankings of publisher networks are available only to subscribers.

Among the findings of the first report:

The Joe Rogan Experience is the leading podcast in terms of reach amongst weekly podcast consumers.

There are significant content consumption differences between iPhone and Android users, rendering “Top Podcast” charts derived exclusively from users of either to be unrepresentative of total listening behavior.

While the study tracks the relative reach of the top podcast networks, 54% of weekly podcast consumers have listened to an unaffiliated, independent podcast in the last week.

“This is the first study in the podcast space to tackle a universal measure of reach,” notes Edison SVP Tom Webster. “There are, of  course, various charts of downloads that cover parts of the overall universe, but those either reflect only a portion of the podcast audience, or they only measure publishers that opt-in. The Podcast Consumer Tracker’s goal is a truly inclusive measure of the comparative penetration of the leading publishers and networks. In that, we have been highly successful.”

In addition to network reach statistics, the study also provides the only nationally representative look at the purchasing and consumption patterns of podcast listeners, content preferences, and advertising targeting information across a broad array of consumer goods and services. Notable reactions to the premiere of the Podcast Consumer Tracker include the following: “Understanding our audience and the exploding audio landscape is so important to us as we create new podcasts. Edison’s new Podcast Tracker is another great tool that helps us understand NPR’s impact with our listeners and in the podcast market overall.” – Anya Grundmann, SVP for Programming and Audience Development, NPR

“We have a lot of tools in the podcasting universe to give us download metrics, but this is really the only tool that gives us the complete picture of our reach in the U.S., and what our total audience really looks like.” – Hernan Lopez, Founder and CEO, Wondery

“Edison Research has provided valuable information for the podcast industry for years, and we’re thrilled to be a part of the Podcast Consumer Tracker to continue building our podcast business and deliver value to our clients.” – Tyler Moody V.P./G.M., WarnerMedia Podcast Network

“As the importance of the podcast medium grows to creators, consumers, and companies advertising in the space, ESPN is happy to help lead the effort that brings more knowledge to the marketplace.” – John Fitzgerald – V.P. Multimedia Sales, ESPN

Fielding is currently underway for the second quarterly report in the series, to be delivered in January 2020. More information is available at https://www.edisonresearch.com/the-podcast-consumerquarterly-tracking-report/.

For more information, contact:
Tom Webster
Senior Vice President
Edison Research
twebster@edisonresearch.com
908-707-4707

Original Source: www.newswire.com

The Spoken Word Audio Report from NPR and Edison Research

Spoken Word Audio Share in the U.S. is Up 20% Since 2014, Cutting Into Time Spent with Music

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

The share of time spent listening to spoken word audio has increased 20% since 2014, while time spent with music across the same period decreased 5%. This shift is led by a dramatic increase in spoken word audio consumption on mobile devices across age groups, and increases in spoken word share among those ages 13-34. These findings are part of The Spoken Word Audio Report from NPR and Edison Research, presented today in a webinar hosted by Edison Research VP Megan Lazovick and NPR CMO Meg Goldthwaite.

This new Report examines listener behaviors and preferences related to spoken word audio – podcasts, news, sports, talk radio and audiobooks – and includes five years of previously unreleased data from Edison Research’s Share of Ear® study. Key findings from the Spoken Word Audio Report include:

  • 121 million Americans listen to spoken word audio each day, an increase of 16 million people in the last five years. 
  • Growth in spoken word listening has been greatest among young people: those age 13-34 now spend 19% of their audio time with spoken word audio (up 58% from 2014).
  • Mobile technology use is driving growth in spoken word audio category: 22% of listening to spoken word audio in 2019 is now on a mobile device, compared to 9% five years ago.
  • Spoken word audio yields deep connections and involvement from its consumers, with large percentages of consumers reporting they turn to spoken word audio content for information, inspiration, entertainment, and companionship.
  • 59% of spoken word audio listeners are digital-first, meaning they listen most through computers, mobile devices, and smart speakers. Forty-one percent are analog-first, meaning they listen most through AM/FM radio receivers.

“Public media accounts for a large share of spoken word audio listening. New technologies like smart speakers, the ubiquity of mobile devices, and increased connectivity, mean that NPR’s journalism and storytelling is reaching more listeners in new spaces and platforms,” says NPR CMO Meg Goldthwaite.  

According to Edison Research Vice President Megan Lazovick, “Spoken word audio is different. Spoken word can be vastly more intensive listening experience than other types of audio. People lean in — they truly listen. Twenty-four percent of all time spent listening to audio is going to spoken word, and that’s especially impressive considering where it was just five years ago.”

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

How the study was conducted:
Spoken Word Audio Study: A total of 3,013 online interviews were conducted with persons age 18+ using a nationally representative sample. Respondents qualified for the survey by consuming spoken word audio at least monthly. Data weighted to national 18+ U.S. population estimates. Additionally, in-person interviews were conducted with individuals who listened to spoken word audio at least monthly.

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 12+ U.S. population estimates and has been tracked since 2014.

 

About Edison Research
Edison Research conducts survey research and provides strategic information in over 50 countries for clients including AMC Theatres, AMC Theatres, Amazon, Apple, The Brookings Institute, Facebook, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, and SiriusXM Radio. The national tracking study The Infinite Dial® and the syndicated Share of Ear® are two of the most widely cited studies in the audio space. Edison is also the leading podcast research company in the world and has conducted research for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the podcasting space.  Edison’s network of more than 20,000 experienced interviewers allows the company to conduct research in almost any location. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool. 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. 

About NPR
NPR’s rigorous reporting and unsurpassed storytelling connect with millions of Americans every day — on the air, online, and in person. NPR strives to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners can find NPR by tuning in to their local Member stations (npr.org/stations), and now it’s easy to listen to our stories on smart speaker devices. Ask your smart speaker to, “Play NPR,” and you’ll be tuned into your local Member station’s live stream. Your speaker can also access NPR podcasts, NPR One, NPR News Now, and the Visual Newscast is available for screened speakers. Get more information at npr.org/about and by following NPR Extra on Facebook, Twitter and Instagram.

 

 

 

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Contacts, Press Only:  

 

Laura Ivey  

Edison Research  

(908) 707-4707  

livey@edisonresearch.com  

 

Devon Landis

National Public Media at NPR

(202) 513-3490

dlandis@nationalpublicmedia.com

The Spoken Word Audio Report from NPR and Edison Research – Save the Date

Click here to register for The Spoken Word Audio Report 2019 webinar from NPR and Edison Research.

On average, Americans age 13+ listen to about 4 hours of audio every day, with the largest share of time spent with AM/FM radio (Edison Research, Share of Ear®, 2019). While this may seem par for the course, the audio landscape is changing dramatically, and it’s not just about new technologies and distribution formats, either. The type of content people are listening to is shifting. 

You are invited to join Meg Goldthwaite, Chief Marketing Officer from NPR, and Megan Lazovick, Vice President from Edison Research, on November 12 at 2pm ET as they host a live, online presentation of the findings from the first-ever Spoken Word Audio Report.  The report explores consumer behavior in the spoken word audio category, which has seen substantial growth in recent years. 

Register for this free webinar for early access to this new Report.

During this webinar you’ll learn:

-How the spoken word audio category has changed in the last five years 

-How the balance between music and spoken word content consumption is shifting

-The role spoken word audio plays in consumers’ lives today – from where people listen to when people listen

-What people are looking for from spoken word content on different platforms 

…and more!

The Spoken Word Audio Report is derived from a national quantitative survey and analysis of in-depth, one-on-one interviews. It also includes five years of previously unreleased tracking data from Edison Research’s Share of Ear® study, measuring the daily listening habits of Americans using a 24-hour diary.