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 Infinite Dial 2021 Canada

Smart Speaker Ownership, Podcast Listening Remain Robust Among Canadians

Click here to download The Infinite Dial 2021 Canada in English
Click here to download The Infinite Dial 2021 Canada French

Scroll down to watch a replay of the webinar

Smart speaker ownership and podcast listening remain robust among Canadians despite COVID-19 quarantine restrictions, according to The Infinite Dial 2021® Canada from Edison Research and Triton Digital®

Twenty-seven percent of Canadians 12+ own a smart speaker, up one percentage point from 2020, and smart speaker households in Canada now own an average of 1.8 of the devices, up from 1.7 in 2020.

Podcast listening saw slight movement as monthly podcast listeners increased one percentage point to 38% of all Canadians 12+ compared to 37% in the 2020 survey. 

Although podcasting’s reach saw only a slight increase since last year, engagement remains strong, with 76% of podcast listeners typically listening to all or most of the podcast episode, and weekly podcast listeners consuming an average of five podcasts per week.

Online audio reach has remained consistent as well, as 71% of Canadians age 12+ are monthly online audio listeners, compared to 70% in 2020. 

Spotify is in a dominant position among online brands as 30% of those in Canada age 12+ have used Spotify in the last month, with the next-highest brand being YouTube Music at 15%. Spotify is also the biggest mover in this year’s survey, as forty-one percent of Canadians 12+ say Spotify is the online audio brand they use most often, up from 37% in 2020 and 32% in 2019. 

“The pandemic disrupted people’s lives in some very significant ways,” noted Edison Research SVP Tom Webster. “The fact that so many of the key audio metrics we track remained stable in the face of these disruptions really speaks to the continued importance of online audio and podcasting in the lives of Canadians.” 

“With more than 7 in 10 Canadians 18+ listening to online audio each month, the results of this year’s survey underscore the role that that this highly-engaging medium continues to play in the daily lives of consumers,” said Stephanie Donovan, SVP, Publisher Development at Triton Digital.  “Canadians of all ages continued to turn to both streaming audio and podcasts for education, information, and entertainment, even during a year of unprecedented change.” 

Other findings of The Infinite Dial 2021 Canada include: 

  • 77% of Canadians age 12+ have driven or ridden in a car in the last month, down dramatically from 92% in 2020, reflecting the change in habits of Canadians due to quarantine restrictions. 
     
  • Almost one-fourth (24%) of Canadians who have ridden or driven in a car in the last month own an in-dash information and entertainment system.
     
  • When asked what time spent with online audio is replacing, 31% said it replaced time with over-the-air AM/FM radio, 30% said owned music, 4% said SiriusXM and 35% said it is “new time” not taken from another medium. 
     
  • 48% of podcast listeners listen to podcasts produced by Canadians.


How the study was conducted
In February 2021, Edison Research conducted a national telephone survey of 1,001 people aged 18 and older, using random digital dialing techniques to both mobile phones and landlines. The survey was offered in both English and French. Data is weighted to national 18+ population figures.  

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of commercial clients, governments, and NGOs, including AMC Theatres, Amazon, Apple, BBC, The Brookings Institution, Facebook, The Gates Foundation, Google, Voice of America, The New York Times, Oracle, Pandora, The Pew Research Center, Spotify, SiriusXM Radio, and UnidosUS. Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, PodcastOne, Slate, Spotify, Stitcher/Midroll, ESPN, WNYC Studios, Wondery, and many more companies in the space. Another specialty for Edison Research is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research 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, consisting of ABC News, CBS News, CNN, and NBC News, conducting exit polls and collecting real-time vote results in all 50 states. 

About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry. For more information, visit www.TritonDigital.com. 

The Infinite Dial 2021 Australia

Despite changes to the audio environment over the last year, 86% of Australians age 12+ are reached by radio each month, and 37% are reached by podcasting each month, according to The Infinite Dial® 2021 Australia, a comprehensive study of digital media behavior released today by Edison Research.

The Australian Infinite Dial is commissioned by major sponsor Commercial Radio Australia (CRA), as well as Southern Cross Austereo (SCA) via LiSTNR and Triton Digital®. The study was fielded in the first quarter of 2021, and reflects the current state of streaming audio, following the disruptions from the Covid-19 global pandemic. Findings were presented by Larry Rosin (, President of Edison Research) , in a webinar earlier today.

Click here to download The Infinite Dial 2021 Australia

Scroll down to view the webinar

AM/FM/DAB+ live content (or catch-up podcasts) has a tremendous weekly reach of Australians age 12+ (80%), in addition to the monthly reach of 86%. This reach extends to in-car listening as well, where 84% of those who have driven or ridden in a car in the last month have listened to AM/FM/DAB+ radio.

“Australians have continued to embrace radio through this period of unprecedented disruption and are listening both live and online through multiple sources, including apps, catch-up podcasts and smart speakers,” said Commercial Radio Australia chief executive officer Joan Warner.

“We are pleased to once again partner with Edison Research, Commercial Radio Australia and Southern Cross Austereo to provide an update on Australian’s consumption of radio, streaming audio, podcasts, usage of smart speakers, and more,” said John Rosso, President of Market Development at Triton Digital. “The results of the 2021 study reinforce the continuously growing medium in the region, furthering Advertiser’s interest and confidence in the channel as an effective vehicle for reaching their target audiences at the right place and time.”

Podcasting awareness is high, with 91% of Australians reporting being aware of podcasting, significantly higher than the 78% of those in the U.S. who are familiar with podcasting. Monthly listening to podcasts by Australians is almost equal to that of those in the U.S.: 37% of Australians age 12+ are monthly podcast listeners compared with 41% of those in the U.S. The same goes for weekly podcast listening: 26% of Australians age 12+ are weekly podcast listeners compared with 28% of those in the U.S.

Australians age 12+ report spending over 12 hours per week listening to online audio. This includes listening to AM/FM/DAB+ Radio Stations online, streaming services and podcasts. In the last week, 42% have listened to Spotify, 16% to YouTube music, 8% to Apple Music, 5% to SoundCloud and 1% to Amazon Music. Listeners in Australia are more likely to listen to online audio streaming services in the car than listeners in the U.S. Thirty-nine percent of in-car listeners in Australia have listened to online streaming services compared to 31% of listeners in the U.S.

For those who listen to AM/FM/DAB+ online, there are many device choices: 46% listen through the radio station’s website, 44% listen through the radio station’s app, 38% listen through an aggregator app or website, and 23% listen through a smart speaker.

Twenty-six percent of Australians 12+ now own a smart speaker, and smart speaker owners have an average of 1.9 of these devices.

Other key Infinite Dial 2021 Australia findings include:

• 25% of Australian drivers own an in-dash system that can receive entertainment/information over the Internet

• At–home is the location most Australians have consumed a podcast: 87% percent of monthly podcast listeners have listened at home, 59% have listened in a car/truck, 51% have listened while walking around, 39% have listened while riding public transportation, 27% have listened at work, and 24% have listened at the gym or while working out.

• Australian podcast listeners listen to an average of five podcasts per week.

This marks the fifth annual release of the study in Australia, and is part of the continued expansion of The Infinite Dial®. The study is the longest running survey of digital media consumer behavior in U.S., and now includes surveys in Canada, Germany, and South Africa.

The Infinite Dial® survey, conducted in the first quarter of 2021, is a high-quality telephone survey and includes a nationally representative sample of 1,000 people. The sample is a random probability telephone sample, comprised of both mobile phones and landlines, of all Australians ages 10 and older. For comparison to the U.S. Infinite Dial, this presentation uses data for those age 12 and older. The data is weighted to 12+ population figures.

The Infinite Dial 2021 Australia — Save the Date

The Infinite Dial® 2021 Australia, the annual comprehensive study of Australians’ digital media behavior, is slated to debut via webinar at 11am (AEST) on Wednesday 28 April 2021 (9pm ET on Tuesday, 27 April 2021). 

Presented by Larry Rosin (President, Edison Research), the 30-minute webinar will provide a detailed insight into Australians’ current digital media behavior including online audio, radio, podcast listening, smart speaker ownership, social media usage, and more. Rosin will break down the latest trends and provide comparisons to other markets, including the U.S. and Canada, as well as share his perspective on the year ahead. 

2021 marks the fifth annual release of the study in Australia, and the continued expansion of The Infinite Dial®, the longest running survey of digital media consumer behavior in the U.S. 

Thank you to our major sponsor, Commercial Radio Australia, for enabling us to bring this study to Australia, and to our co-sponsors Southern Cross Austereo (SCA) via their LiSTNR subsidiary, as well as Triton Digital®. 

Click here to register for The Infinite Dial 2021 Australia. 

Visit www.edisonresearch.com  to learn more about The Infinite Dial®.

Please contact us at info@edisonresearch.com with any questions.

The Infinite Dial 2021

Eighty Million Americans Listen to Podcasts Weekly with Most Diverse Audience Ever;
Online Audio Listening and Smart Speaker Ownership Show Continued Growth

Click here to download The Infinite Dial 2021

Click here for The State of Podcast Listening for 2021: Podcasting Finds a Way, from The Infinite Dial 2021

Scroll down to view a recording of  The Infinite Dial 2021

Podcasting continues its significant and steady growth while its overall audience is more diverse than ever, according to The Infinite Dial 2021® from Edison Research and Triton Digital. Along with podcasting, smart speaker ownership and online audio consumption showed notable gains in this year’s survey. 


Approximately eighty million Americans – 28% of the U.S. 12+ population – are now weekly podcast listeners, a 17% increase over 2020. The overall monthly podcast listening audience is now more diverse than ever: 57% of monthly podcast listeners are white, 16% Latino, 13% African American, 4% Asian, and 10% of some other background.
 
 
Sixty-two percent of the U.S. 12+ population, around 176 million people, are now weekly online audio listeners, an all-time high for this category. 

 

One-third (33%) of Americans 12+, approximately 94 million people, now own a smart speaker, an increase of 22% from last year and nearly five times what it was in 2017 (7%). Of those who own a smart speaker, 34% have three or more of the devices in their household.  
 
The Infinite Dial 2021 marks a significant year for the study, as the media measurement was done almost entirely during a time of quarantine or some level of restriction due to Covid-19. The historical data in The Infinite Dial provides pre-Covid trending capability.  
 
“In the near quarter of a century that the Infinite Dial has been the survey of record for digital audio, the space has never been more vibrant, or more diverse, than it is today,” said Tom Webster, Senior Vice President at Edison Research. “Podcasting, in particular, has made great gains with women and non-White audiences, and truly reflects the diversity of America.” 

 

“We are pleased to partner with Edison Research to unveil the results of the 2021 U.S. Infinite Dial,” said John Rosso, President of Market Development at Triton Digital. “The results of this year’s study are exceptionally interesting, as they provide insight into Americans’ consumption of radio, streaming audio, podcasts, and usage of smart speakers during a time of unprecedented disruption in our everyday lives.” 
 
Other findings include:  

·       88% of Americans 12+ own a smartphone, another year of growth from 85% last year. Tablet (51%) and smartwatch (18%) ownership have plateaued, meaning the smartphone is by far most popular device for media consumption. 
 

·       TikTok usage surged, particularly among 12-34 year-olds. Forty-four percent of 12-34 year-olds are using the service, up from 25% last year – an increase of 76%. 
 

·       For the first time in the history of the study, Facebook is no longer named as the social media brand used most often by a majority of social media users, as 47% say it is the platform they use most (down from 54% the year before and 62% in 2016).  
  

·       One in five Americans 12+ have now watched a live stream of a videogame, and 10% broadcast their own games.  
 

·       51% of those age 12+ “frequently” or “sometimes” listen to audio with other people, with this percentage rising to 69% among those age 12-34. 
  

·       The percentage of Americans 18+ who have driven or ridden in a car in the last month decreased from 87% in 2020 to 83% this year.

 

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— of all Americans ages 12 and older. Findings from the Infinite Dial have become the barometer on digital audio and other digital media consumption, and is widely used and quoted by broadcasters, podcasters, online radio publishers, ad agencies, and the financial community.  ­­­

How the study was conducted 
A total of 1,507 persons were interviewed to explore Americans’ use of digital platforms and new media. From January 4th through February 2nd, 2021, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling through both landline phones and mobile phones. The survey was offered in both Spanish and English. Data was weighted to national 12+ U.S. population estimates. 
 

 

About Edison Research 
Edison Research conducts survey research and provides strategic information to a broad array of commercial clients, governments, and NGOs, including AMC Theatres, Amazon, Apple, BBC, The Brookings Institution, Facebook, The Gates Foundation, Google, Voice of America, The New York Times, Oracle, Pandora, The Pew Research Center, Spotify, SiriusXM Radio, and UnidosUS. Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, PodcastOne, Slate, Spotify, Stitcher/Midroll, ESPN, WNYC Studios, Wondery, and many more companies in the space. Another specialty for Edison Research is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research 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, consisting of ABC News, CBS News, CNN, and NBC News, conducting exit polls and collecting real-time vote results in all 50 states. 

 

 

About Triton Digital 

Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry.  Triton Digital is a wholly owned subsidiary of The E.W. Scripps Company (NASDAQ: SSP).  For more information, visit www.TritonDigital.com.