The Infinite Dial 2020 Canada

Click here to download The Infinite Dial Canada 2020 from Edison Research and Triton Digital in English

Click here to download The Infinite Dial Canada 2020 from Edison Research and Triton Digital in French

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Podcast consumption levels in Canada are now equal to those in the United States, according to The Infinite Dial® 2020 Canada, the third annual comprehensive study of digital media behavior in Canada, from Edison Research and Triton Digital®. 

Thirty-seven percent of Canadians age 18 and older are monthly podcast listeners (compared with same estimate in the U.S.37% age 18+) and 24% of those in Canada age 18+ are weekly podcast listeners (compared with 23% of those in the U.S. age 18+).  

These and other findings were presented by Tom Webster, Senior Vice President from Edison Research, the leading provider of high-quality survey research about audio in the U.S. and worldwide, and Stephanie Donovan, SVP, Publisher Development North America at Triton Digital, the global technology and services provider to the digital audio and podcast industry, in an online presentation earlier today. 

significant number of Canadian adults are consumers of online audio, as the study found that 70% have listened to some type of online audio in the past month (compared with 67% in the U.S.) and 60% have listened to online audio in the past week (compared with 58% in the U.S.). 

Despite these high online audio reach numbers, online audio has not yet made its way into the car for most Canadians. Of those in Canada age 18+ who have driven or ridden in a car in the last month, 18% have listened to online audio in-car, compared with 33% of those in the U.S. Fifty-seven percent of adults in Canada use AM/FM radio most often as their in-car audio source while 27% use owned music (including owned digital files) most often in-car, followed by SiriusXM at 7%, online audio at 4% and podcasts at 4%. 

Sixty-nine percent of adults in Canada have listened to AM/FM radio in the past week, and 14% of adults in Canada have listened to AM/FM radio online in the past week.

Regarding smart speaker ownership, the study found that 26% of those in Canada age 18+ own at least one smart speaker, and of those owners, 42% own two or more devices. 

According to Tom Webster, Senior Vice President at Edison Research, “We observed some strong gains in many of our key audio metrics, from podcasting to smart speaker ownership. Canada is amongst the leaders in the world in terms of digital audio consumption.”

“We are proud to once again unveil the latest insights and trends around media usage and consumption in Canada,” said Stephanie Donovan, SVP, Publisher Development North America at Triton Digital. “Broadcast radio listeners remain loyal to the brand, but with one in five Canadians having listened to broadcast radio online in the last month, it’s clear the technology through which they choose to consume is changing.” 

Other key The Infinite Dial® 2020 Canada findings include: 

  • At-home is where most Canadians have consumed a podcast. Eighty-one percent of podcast listeners in Canada age 18+ have listened to a podcast at home and 40% have listened in a car/truck
     
  • 80% of adult Canadian podcast consumers listen to all or most of a typical podcast episode
     
  • Half of adult podcast listeners in Canada have listened to a podcast from a public radio producer
     
  • 14% of those in Canada age 18+ own a Google Home smart speaker, 11% own an Amazon Alexa, and 3% own an Apple HomePod
  • The dominant brand of online audio is Spotify, with 28% of Canadian adults listening to Spotify in the past month, compared with Apple Music at 13% and Google Play Music at 11%. Of those who use various online audio brands, 37% say they use Spotify most often. 

The Infinite Dial 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 1,076 people in Canada age 18 and older. The sample is a random probability telephone sample, comprised of both mobile phones and landlines. The data is weighted to 18+ population figures.

The Infinite Dial study is the longest-running survey of digital media consumer behavior in the U.S. and now includes studies in Australia, Canada, Germany, and South Africa. 

 

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 Triton Digital
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 45 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.

Lunchtime Webinar Series — Podcasting: Connection and Community During Quarantine

Edison Research SVP Tom Webster presented the latest installment in our Lunchtime Webinar Series — Podcasting: Connection and Community During Quarantine on May 21, 2020.

Click here to download the presentation, Podcasting: Connection and Community During Quarantine 2020 Edison Research

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This presentation includes previously unreleased data from the Podcast Consumer Tracker, the only comprehensive, all-inclusive measure of podcast listening in the U.S. This data was collected continuously before and during the current COVID-19 crisis, and is the industry’s only look at how podcasting’s audience, not just their downloads, has been impacted by the pandemic.

Additionally, the recording below includes videos of interviews with podcast listeners from the last few weeks, as they share their experiences with listening to podcasts during quarantine, along with new data on podcast listeners from The Infinite Dial® 2020 from Edison Research and Triton Digital.

Key findings include:

  • 41% of  weekly podcasters have had their work reduced or eliminated
  • The employment and work patterns of those in the U.S. age 18-34 have been affected the most by COVID-19
  • While those who have had their jobs reduced/eliminated are listening more, those whose work from home hours have increased are spending less time with podcasts
  • Desktop/laptop listening has risen as a result of quarantine. AM/FM listening by podcast listeners is down
  • Usage of on-demand delivery/convenience services has risen among weekly listeners
  • While genre consumption has begun to return to pre-quarantine levels, News and various Home and Self Improvement topics have increased significantly

 

The Infinite Dial 2020 Australia

Radio Listening in Australia is Resilient; PodcastOnline Audio Listening Grows

Click here to download The Infinite Dial 2020 Australia

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The audio landscape in Australia is defined by growth in internet-only audio listening and podcast listening, while traditional radio listening remains strong. These findings are part of The Infinite Dial® Australia 2020, a comprehensive study of digital media behavior in Australia released today by Edison Research, the leading provider of high-quality survey research about audio in the U.S. and worldwide.  The study was fielded before the COVID-19 disruptions. 

The Australian Infinite Dial Study is commissioned by Commercial Radio Australia (CRA)Southern Cross Austereo (SCA) via their PodcastOne subsidiary, and Triton Digital, the global technology and services provider to the digital audio and podcast industry.  This marks the fourth 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. 

AM/FM/DAB+ radio content, including live content and catch-up podcasts, continues to reach large numbers of those in Australia age 12+. Eighty-five percent of those in Australia age 12+ have listened to at least 15 minutes of AM/FM/DAB+ live content or catch-up podcasts in the last month, down minimally from the 87% recorded last year. Over-the-air remains the preferred delivery mechanism of such content80% of those in Australia age 12+ have listened to AM/FM/DAB+ content overtheair in the last weekTwelve percent of those in Australia age 12+ have listened to AM/FM/DAB+ content online in the last week.

“For radio, the findings underscore the importance of being easily accessible on multiple platforms and devices as consumer behavior evolves, but ultimately it’s the content and unique service radio offers that drives listener loyalty,” said Joan Warner, chief executive officer of industry body Commercial Radio Australia.

Reported time spent listening to online audio has increased for the fourth year in a row. Online audio listeners in Australia age 12+ spend an average of 12 hours and 37 minutes listening to online audio per week, up from just over 11 hours last year. The smartphone is the device the vast majority of online listeners use to listen, with 83% of those in Australia age 12+ saying they use a smartphone to listen to online audio. Fourteen percent of those in Australia age 12+ say they use a smart speaker to listen to online audio, up from 8% last year.  

One-quarter of those in Australia age 12+ have listened to a podcast in the last month, up from 22% in 2019, yet still behind 37% of those age 12+ who are monthly podcast listeners in the U.S. Awareness of podcasting in Australia surpasses what is seen in the United States, as 87% of Australians are familiar with of podcasting compared to 75% of Americans.

“Australia continues to be one of the most exciting markets in the world for online audio and podcasting,” said John Rosso, President of Market Development at Triton Digital. “We are pleased to partner once again with Edison Research, CRA and SCA to unveil another year of insights and trends.”

Smart speaker awareness continues to grow, with 85% of those in Australia age 12+ being aware of smart speakers, and this year’s report shows 17% of those age 12+ own one of the devices (up from 14% last year). The number of smart speaker owners who own two of the devices has almost doubled since last year’s survey: 32% of smart speaker owners own two devices compared to 16% in 2019. 

“Each year we have performed The Infinite Dial Australia we have seen how audio is changing and adapting to new technologies,” says Edison Research president Larry Rosin.  While podcasting and smart speakers, along with other new developments, continue to see growth, Australia also has an extremely resilient broadcast radio industry that outperforms as compared to what we see from other countries around the world.  We are proud that all players in the audio space can use this information to help guide their understanding of this dynamic sector.”

According to John Musgrove, Head of Research and Insights at SCA“In its four years the Australian Infinite Dial® report has become as much a currency for the industry as the oftquoted U.S. version. Comparing the two countries indicates how healthy the Australian audio industry is and how strong and consistent its growth continues to be regardless of other challenges. Audio goes with us all day, every day, and this report confirms how broadly Audio accompanies and impacts Australian lifestyles.”

Other key Infinite Dial 2020 Australia findings include: 

  • Athome is the location most Australians have consumed a podcast. Eighty-one percent of podcast listeners in Australia age 12+ have listened to a podcast at home and 45% have listened in a car/truck.
  • 85% of podcast listeners in Australia age 12+ most often listen to podcasts on their smartphone/tablet or portable device, 11% listen to podcasts most often on their computer, and 3% listen most often on an in-car entertainment system. 
  • Of the total 12+ population in Australia, 14% own a Google Home smart speaker, and no other smart speaker brands have more than 1% ownership.
  • 33% of those in Australia age 12+ who have driven or ridden in a car in the last month have used an online audio streaming service, up from 26% last year and just 8% two years ago.
  • AM/FM/DAB+ is the audio source used most often in car: 66% of those in Australia age 12+ use AM/FM/DAB+ most often. Eleven percent listen to owned music most often and 19% listen to internet-only audio most often.

The Infinite Dial® 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.  

  

Lunchtime Webinar Series: Inside the Infinite Dial

Yesterday we presented Edison Research’s first installment in our Lunchtime Webinar Series, Inside the Infinite Dial: How Edison Research Leverages Original Research Into Award-Winning Thought Leadership. Edison Research SVP Tom Webster gave attendees a look behind the curtain at the evolution of The Infinite Dial through a content marketing lens.

The complete webinar is now available for viewing below.

Please join us on April 16th at 1pm for our next Lunchtime Webinar where Edison Research President Larry Rosin will present Portents for November: A Review of the Edison Research Democratic Primary Exit Polls. Registration link will be available soon at www.edisonresearch.com and on Twitter at @edisonresearch.

The Infinite Dial 2020

Monthly Podcast Listening Now at 37%  

The Click here to download The Infinite Dial® 2020 U.S. from Edison Research and Triton Digital

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More than one-third of Americans age 12 and over (104 Million) are consuming podcasts regularly, up significantly from 2019, according to The Infinite Dial 2020® from Edison Research and Triton Digital.

Podcasting awareness and consumption in the U.S. continue to rise, according to the most recent information from the Infinite Dial 2020® from Edison Research and Triton Digital. Seventy-five percent of Americans age 12+ (approximately 212 million peopleare now familiar with podcasting, up from 70% in 2019, and 37% (104 million) listen monthly, up from 32% in 2019. This continues the growth trend that The Infinite Dial® has measured since 2009.

Podcasts now reach over 100 million Americans every month,” said Tom Webster, SVP of Edison Research, “and are attracting an increasingly diverse audience. Also, with 62% of Americans now saying they have used some kind of voice assistance technology, audio is becoming a bigger part of our everyday lives.”

In addition, the Infinite Dial® also found that 62% of those in the U.S. age 12+ use voice-operated assistants, and 45% of those in the U.S. age 12+ have listened to audio in a car through a cell phone. This year’s study also continues the legacy of measuring developing technologies, with the finding that 18% of Americans age 18+ own a car with an in-dash information and entertainment system.  

“We are proud to once again unveil the latest insights and trends around media usage and consumption in the U.S.,” said John Rosso, President of Market Development at Triton Digital.  “The study findings provide Advertisers and the industry at large with valuable insight into the ongoing evolution of devices, content, and formats that Americans use to consume news and entertainment.” 

Other findings include: 

  • Growth in smart speaker ownership as a result of multiple devices in households. In 2020, smart speaker households owned an average of 2.2 of the devices, up from an average of 1.7 just two years ago.  
  • Fully thirty-nine percent of men and 36% of women age 12+ in the U.S. are monthly podcast listeners, which is more balanced than the 36% of men and 29% of women who were monthly listeners in the 2019 study. 
     
  • Thirty-two percent of those in the U.S. age 12-34 use Facebook most often, down from 58% five years ago. Twenty-seven percent of those in the U.S. age 12-34 use Instagram most often, up from 15% five years ago.  

The Infinite Dial® 2020 marks the latest report in a series dating back 22 years, covering consumer usage of media and technology while also tracking new mediums as they develop. This current report provides the most up-to-date research in the U.S. digital audio and podcast consumption, in addition to mobile, smart speaker, and social media usage. 

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.  

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.