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 

 

Share of time spent listening to audio at home in the U.S. increases 44% during COVID-19 disruption

Somerville, N.J. (June 4, 2020) Edison Research today released the latest update of their Share of Ear® report to clients, based on interviews conducted during the middle of May, 2020.   

While most of the findings are exclusive to Share of Ear subscribers, Edison is releasing several interesting data points for the audio industry to consider since the data provides insight into U.S. listener behavior during COVID-19 restrictions. 

Listening moved to the home; share increased by 44%
Edison Research measures the location of all listening, and the table below shows the share of time spent with audio by location. Findings show that while total time spent listening was only slightly lower during the COVID-19 disruptions in the United States, there was a considerable shift in where that audio consumption happened.  While 48.5of all listening occurred at home before COVID-19 (and this finding has been very consistent since Share of Ear began in 2014), 70.0% of all listening was at-home in May.  All three other locations – car, work and ‘other’ — dropped. 

“It’s important to recognize that our survey asks where the respondent is when they are listening to audio – not what they are doing,” said Edison Research director Laura Ivey.  “The shift to ‘work-from-home’ for so many, especially office workers who tend to spend a lot of time with audio, is clearly reflected.” 

 

Podcasts and Smart Speakers Achieve New All-Time High Shares of Ear 

The enormous changes in daily life for so many Americans led to changes in what people are listening to and what device they are using to access their audio. 

Podcasting’s Share of Ear jumped significantly – up 26% from the Quarter 1 2020 report to this new update. During COVID-19 restrictions, 5.4% of all time spent with audio was with podcasts, up from 4.3% in Q1While podcasting share increases with every update, this represents an all-time high for podcast listening share of all audio. 

Smart Speakers also hit a new high, with its share leaping by more than 40% (albeit from a relatively low base). During COVID-19 restrictions, 5.3% of all time spent with audio was through a smart speaker, up from 3.7% in Q1. 

“The movement of so much listening to the home changed the shares of many platforms and devices,” said Ivey.  “It will be fascinating to see how these numbers continue to develop as American life evolves during and, eventually, after this pandemic period ends.” 

Please click here for more information on Edison Research’s Share of Ear®.

Podcast Consumption in Australia Being Driven By Those Age 35-54

Whether it’s applying photo filters on Snapchat or sharing playlists on Spotify, new media behaviors are typically embraced by younger, more tech-savvy consumers first. Once a medium has become mainstream for the younger generation, it usually begins to trickle up to the older age groups. It is common for teenagers to introduce their parents to new music services or for children to teach their grandparents how to shoot a selfie. But does this age trend occur in the same direction for every platform, in every market?

In the latest findings from The Infinite Dial Australia 2020 report, Edison Research revealed a steady and continued growth in podcasting awareness and usage. Awareness of the medium rose even higher this year as 87% of Australians age 12+ reported being familiar with the term “podcasting,”  up from 83% in 2019. When broken out by age group, we see that nearly all of those age 12-54 are aware of podcasts (92%).

Overall, one-quarter of Australians age 12+ have listened to a podcast in the last month, with 35-54 year-olds reporting marginally higher monthly listening than their younger counterparts (31% to 28%, respectively). Monthly listening is half as large, however, among those age 55 and older, with only 14% of this age group saying they listened to a podcast in the last month.

Australians age 35-54 are also the most likely to be weekly podcast listeners, with 22% saying they listened to a podcast in the last week. This compares to the 18% of those age 12-34 and is nearly three times higher than the 8% of those age 55 and older who listened in the last week.

So what can these data tell us about the future of podcasting in Australia?

Well, we can see that unlike other media, podcast consumption is not being led by the youngest Australians. Instead, it’s the 35-54 year-olds who are driving the monthly and weekly listening. This is likely due to higher listening of AM/FM/DAB+ radio among this age group, coupled with a perception that podcasts are simply previously-aired radio programs available on-demand. But now that Spotify has become a hotspot for podcasts, we should expect to see an increase in podcast listening among 12-34 year-olds, Spotify’s core audience.

The second takeaway is that there is still plenty of room for growth among those age 55 and older. Despite the lower monthly and weekly podcast listening, the majority of those age 55 and older are already aware of the medium. Frequently reminding this group to listen, offering podcast discovery resources, and most importantly, creating more content for this demo could go a long way in increasing their consumption.

Methodology
The Infinite Dial® Australia survey, conducted in the first quarter of 2020 before the COVID-19 pandemic, is a high-quality telephone survey and uses a nationally representative survey of 1,014 people. The sample is a random probability telephone sample, comprised of both mobile phones and landlines, of all Australians ages 12 and older. The data is weighted to 12+ population figures.

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.