The Latino Podcast Listener Report 2021 en español

El número de latinos en EE.UU. que escucha podcasts se dispara durante la pandemia; aumento del 44% año tras año

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El Latino Podcast Listener Report 2021 de Edison Research encontró que el 36% de los latinos estadounidenses de 18 años o más (16 millones de personas) han escuchado un podcast en el último mes, lo que es un aumento del 44% en comparación con el 2020 (25%). Esto borra la diferencia con la población total de 18+ EE.UU., de los cuales el 40% son oyentes mensuales de podcasts. Nueva investigación muestra que este crecimiento dramático proviene tanto de oyentes dominantes en inglés como en español.  

El U.S. Latino Podcast Listener Report fue patrocinado por Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoroSXM Media, y realizada por Edison Research. Esta es la segunda publicación del informe. 

Un factor que puede haber contribuido a los cambios observados en el estudio más reciente es la pandemia de COVID-19. Más de la mitad (54%) de los oyentes mensuales latinos de podcasts dice que comenzó a escuchar podcasts durante la pandemia de COVID-19 (marzo de 2020 o después). Cuarenta y cuatro por ciento de los oyentes mensuales latinos cuya lengua predominante no es el español y el 57% de los oyentes mensuales latinos cuya lengua predominantemente sí el español, comenzaron a escuchar en el último año, lo que refuerza la idea de que el contenido disponible para los oyentes latinos es más accesible. 

El número de latinos estadounidenses que escuchan podcasts cada día ha aumentado drásticamente desde tiempos previos a la pandemia: el 21% de la población latina en EE.UU. indica escuchar podcasts diariamente, en lugar del 11% en el primer trimestre de 2020.  

Con respecto a la monetización de los podcasts, el 58% de los oyentes mensuales latinos de podcasts dicen que es probable que paguen una pequeña tarifa para omitir anuncios comerciales en los podcasts que escuchan. Seis millones de latinos estadounidenses dicen que es muy probable que paguen una pequeña cuota mensual para escuchar podcasts sin anuncios. A pesar de esto, los latinos de los EE.UU. muestran también una afinidad por las marcas anunciadas en podcasts latinos: el 75% dice que es probable que compren una marca que escucharon en un podcast presentado por latinos. 

Setenta y siete por ciento de los oyentes latinos en EE.UU. escuchan podcasts con un componente de vídeo. Cuarenta y uno por ciento de los oyentes de podcasts latinos en el EE.UU. dicen que prefieren consumir un podcast con audio y vídeo, mientras ven activamente el vídeo. Sin embargo, sólo un 8% escuchan podcasts exclusivamente mientras ven el video.    

Los oyentes latinos de podcasts también tienen hábitos y motivaciones únicos. Cuando escuchan podcasts en casa, el 49% pasan tiempo con familiares y amigos, más del doble de la población total (22%). Treinta y ocho por ciento de los oyentes latinos de podcasts en EE.UU. escuchan para mantenerse conectados con el país de origen de su familia.   

Los resultados del estudio se estrenaron en dos webinars el 13 de julio, uno en inglés y uno en español, presentados por Gabriel Soto, direcotr de investigación en Edison Research, y Martina Castro, CEO de Adonde Media. El Latino Podcast Listener Report es la primera y única investigación exhaustiva sobre los oyentes latinos de podcast en EE.UU.  

“Un montón de latinos adoptaron podcasts este año, y la pandemia al parecer tuvo mucho que ver con el crecimiento. Hemos visto algunas disparidades en la escucha de podcasts frente a la población total desaparecer, ya que la audiencia mensual latina se floreció. Laboraron mucho todos los que forman parte de esta hermosa comunidad — creadores, especialistas en marketing, los que trabajan para plataformas de podcasts y todos los demás en la industria – y esto realmente lo merecen.”, dijo Gabriel Soto 

Otros puntos clave destacadas sobre el estudio incluye:

  • 29% de los latinos estadounidenses son oyentes semanales de podcasts
     
  • 48% de latinos estadounidenses dicen que han escuchado un podcast principalmente en inglés (en comparación con el 36% en 2020) 
     
  • 33% de los latinos estadounidenses dicen que han escuchado un podcast principalmente en español (en comparación con el 24% en 2020).
     
  • 58% de los oyentes mensuales latinos en EE.UU. de podcasts son hombres, el 48% tienen entre 18 y 34 años de edad y el 35% son predominante en el idioma español 

Según Castro, “esta segunda ronda del estudio cuenta una historia matizada y emocionante de una comunidad diversa que está descubriendo podcasts rápidamente, y que está creciendo a un ritmo impresionante. Esta información muestra una vez más el valor de ser contados y exigen que la industria preste atención a los latinos como una valiosa población de oyentes, tanto en inglés como en español.”  

Esta tasa de escucha está aquí para quedarse, según los oyentes latinos de podcasts, ya que el 96% dice que es muy o algo probable que sigan escuchando podcasts después de que termine la pandemia.  

Para obtener más información sobre los socios de este estudio, visite Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoro, and SXM Media. 


Cómo se realizó este estudio 
Unas 2.500 entrevistas en línea se realizaron de mayo de 2021. La encuesta se ofreció en inglés y en español y es representativa a nivel nacional de adultos hispanos/latinos a partir de los 18 años de edad. Los datos se ponderaron según la edad/género/país de origen de la población hispana/latina en los EE.UU. y se las estadísticas de escucha de podcast según The Infinite Dial 2021. La encuesta se ofreció en inglés y español, y el 17% del total de encuestados tomó la encuesta en español. 

Sobre Edison Research
Edison Research lleva a cabo investigación a través de encuestas y proporciona información estratégica a muchos clientes, los que incluyen Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Oracle, el U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation y Univision. Edison es la compañía de investigación sobre podcasts más destacada en el mundo y ha realizado investigaciones sobre el medio para NPR, Slate, ESPN, PodcastOne, WNYC Studios, y muchas más empresas en el espacio. Otra especialidad de Edison es su trabajo para empresas de medios de comunicación en todo el mundo. Ha realizado investigación en Norteamérica, Sudamérica, África, Asia, Australia y Europa. Edison es también el proveedor líder de encuestas de salida de consumidores y ha llevado a cabo investigación cara a cara en casi todos los lugares imaginables. Desde 2004, Edison Research ha sido el único proveedor de datos del día de las elecciones para el National Election Pool, realizando encuestas de salida y recopilando cuentas de votos para hacer proyecciones y analizar los resultados de cada primaria presidencial y elección general. 

 

### 

Para más información:
Gabriel Soto
Director of Research
Edison Research
gsoto@edisonresearch.com
(908)707-4707
www.edisonresearch.com 

 

The Latino Podcast Listener Report 2021

Number of U.S. Latino Monthly Podcast Listeners Soars; up 44% year over year

Click here to download the U.S. Latino Podcast Listener Report 2021 in English
Click here to download the U.S. Latino Podcast Listener Report 2021 in Spanish

Scroll down to view the webinar

The Latino Podcast Listener Report 2021 from Edison Research finds that 36% of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020 (25%). This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.

The U.S. Latino Podcast Listener report was commissioned by Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoroSXM Media, and was conducted by Edison Research. This is the second annual release of the report.

One factor may have contributed to the changes seen in the most recent study: the COVID-19 pandemic. Over half (54%) of Latino monthly podcast listeners say they began listening to podcasts during the COVID-19 pandemic (March 2020 or after).  Forty-four percent of non-Spanish dominant U.S. Latino monthly podcast listeners and 57% of Spanish-dominant U.S. Latino monthly podcast listeners began listening within the last year, which reinforces the idea that available content for Latino listeners is increasing.

The number of U.S. Latinos reached daily by podcasts has increased dramatically since pre-pandemic times, with 21% of the U.S. Latino population being reached by podcasts each day, up from only 11% in Q1 2020.

Regarding monetization of podcasts, 58% of U.S. Latino monthly podcasts listeners say they would be likely to pay a small fee to avoid hearing ads on the podcasts they listen. Six million U.S. Latinos say they would be very likely to pay a small fee to listen to ad-free podcasts. In the current ad-based environment, though, U.S. Latinos show an affinity for brands advertised on Latino podcasts — 75% say they are likely to purchase a brand on a podcast hosted by Latinos.

Seventy-seven percent of U.S. Latino podcast listeners listen to podcasts with a video component. Forty-one percent of U.S. Latino podcast listeners say they prefer consuming a podcast with audio and video, while actively watching the video.

Latino podcast listeners also have unique listening habits and motivations. When they listen to podcasts at home, 49% are spending time with family and friends – more than double that of the overall 18+ population (22%). Thirty-eight percent of U.S. Latino podcast listeners listen to stay connected with their family’s country of origin. 

Findings from the study debuted in two webinars on July 13, one in English and one in Spanish, presented by Gabriel Soto, Director of Research at Edison Research, and Martina Castro, CEO of Adonde Media. The U.S. Latino Podcast Listener Report is the only comprehensive research on Latino podcast listeners in the United States.

“Last year’s study put so much emphasis on the upside for podcast listening growth among Latinos, but these new findings surpassed our expectations in just one year,” said Soto. “The number of monthly podcast listeners among U.S. Latinos soared. And it didn’t just take a pandemic, but everyone a part of this beautiful community — creators, marketers, platforms and everyone else in the industry. We are happy we got to measure the fruits of the labor of so many, and we’ll continue doing so – the ceiling is high.”

Other key findings from the study include:

  • 29% of U.S. Latinos are weekly podcast listeners
  • 48% of U.S. Latinos say they have ever listened to a podcast mostly in English (up from 36% in 2020)
  • 33% of U.S. Latinos say they have ever listened to a podcast mostly in Spanish (up from 24% in 2020)
  • 58% U.S. Latino monthly podcast listeners are men, 48% are age 18-34, 35% are Spanish-language dominant

According to Castro, “This second round of the study tells a nuanced and exciting story of a diverse community that is quickly discovering podcasts, and that is growing at an impressive rate. This data once again shows the value of being counted and demands that the industry pay attention to Latinos as a valuable demographic of listeners, both in English and en español.”

This listening will likely not go away, according to U.S. Latino podcast listeners, as 96% say they are very or somewhat likely to continue to listening to podcasts once the pandemic ends. 

For more information on the partners in this study, please visit Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoro, and SXM Media.


How This Study Was Conducted
Online interviews were conducted with 2,500+ U.S. Hispanic/Latino adults age 18+ in May 2021. The data was weighted to the age/sex/country of origin of U.S. Hispanic/Latino population and The Infinite Dial 2021 podcast listening statistics. The survey was offered in English and Spanish, and 17% of total respondents took the survey in Spanish.

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, 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, ESPN, PodcastOne, 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.

 

Edison Announces Listener Survey Template For Podcasters

We are pleased to announce the release of the Edison Research Podcast Listener Survey, a free, “do it yourself” template for podcasters to use to conduct their own audience research. Anyone can download and adapt this template for their own usage—no registration or email is required.

Most individual podcasters strive to learn more about their listeners, but not every podcaster is in a position to hire a research company.  Edison Research has been investing in podcasting and individual podcasters for over fifteen years, and this survey template allows anyone who wants to solicit listener feedback to accomplish that goal.

For those seeking third party validation for sponsorship purposes or anyone else who wants to outsource their survey, Edison Research is offering a paid, managed option, but the free DIY version is available now for anyone to use as they see fit without obligation. The template for the Edison Research Podcast Listener Survey, along  with more information, is available at : https://www.edisonresearch.com/edison-research-podcast-listener-survey/.

Top Ten Recalled Brands in Podcasting Q1 2021 FINAL

Edison Research Announces the Top 10 Most Recalled Brands in Podcasting for Q1 2021

Top Ten Recalled Brands in Podcasting Q1 2021 FINAL

Edison Research announces the top ten most recalled brands in podcasting for Q1 2021, taken from the Podcast Consumer Tracker, the company’s comprehensive podcast research service. The list is part of an expanding brand tracking function of this widely-subscribed service.

“The Podcast Consumer Tracker is the only service that measures the entire space from the listener’s perspective,” noted Edison Research SVP Tom Webster. “It was a natural extension to fold in consumer recall of the medium’s biggest advertisers.”

The Podcast Consumer Tracker measures the weekly reach and demographics of all leading podcast producers, as well as sales targeting and behavioral information about their audiences. The new brand tracker feature ranks podcasting’s leading advertisers by asking weekly podcast listeners to name all of the brands they remember hearing in podcasts over their last week of listening. The service also measures aided recall of a sample of the most-advertised brands in podcasting.

To subscribe to the Podcast Consumer Tracker, contact Tom Webster at twebster@edisonresearch.com.

How The Study Was Conducted: The Podcast Consumer Tracker Q1 data is based upon 2,000 online interviews with weekly podcast consumers in the United States, ages 18 and older. Brand ranking based upon unaided, verbatim recall of brands advertising in podcasts listened to in the last week. Interviews were conducted in English and Spanish from 1/7/2021 – 3/30/2021. All respondents reported listening to podcasts in the last week. Data weighted using The Infinite Dial 2021 from Edison Research and Triton Digital.

podcast

Podcast Brand Lift Studies

To gauge the efficacy of podcast advertising, Edison adopts three different strategies, depending on the most applicable circumstances. We have extensive experience with all three and all of our work is custom—a true partnership between Edison, the advertiser, and (where relevant) the agency. We work with all stakeholders to craft a questionnaire to achieve the brand’s measurement goals and align our work with existing brand measures.

Edison employs the following methodologies, depending on the size of the campaign and audience to be reached. All three methodologies carry roughly the same costs–we select the best tool for the job based on methodology.

 

  1. Traditional Pre/Post Campaign Research

For this style of research, which works best with existing, well-performing shows and networks, we will run audio solicitations to take a survey in the podcast(s) selected for the campaign. Ideally these are host-read, and do NOT mention the brand in any way. The solicitation will drive respondents to a link to take an online survey hosted on our enterprise survey system. We run this survey twice—once before a campaign begins, and a second time after the flight or some other mutually agreed-to timeline (we typically prefer at least 6 weeks of advertising).

This type of research is a convenience sample, but it is at least an apples-to-apples look at the perceptions of the correct, exposed audience. Significance testing is used to determine if the pre and post populations gave different answers at a level that is determined to not be a chance result. In addition, to account for sample variance between the pre and post studies, we weight both studies to the average of the two. So, if (for example) the Pre were 60% female while the Post were 40% female, we would weight BOTH studies to 50% female, to provide a very simplistic example.

Depending on the popularity of show(s) selected as part of the campaign, we may recommend an incentive to ensure an adequate response rate. This can either be a guaranteed incentive (e.g., an Amazon gift card) for a maximum number of respondents or a sweepstakes where Edison will collect name and email address of each respondent and provide the information of the randomly selected winner. The costs of any incentives are the responsibility of the client.

We do not guarantee a sample size for these studies since they are not “sampled,” per se. We work with the podcast network and/or media buyer to ensure a sufficient sample for both studies to provide significance testing on the results. We provide a complete presentation with all relevant charts and graphs, all hosting and data processing, and questionnaire(s) creation. Edison Research has conducted hundreds of similar studies and the results have been presented to leading agencies and media buyers around the world.

 

  1. Panel Research

For large campaigns, stretching across multiple podcasts or podcast networks, we are able to employ our large national panel of podcast listeners (which we also tap into for our syndicated Podcast Consumer Research quarterly report.) If an advertising buy is significant enough for it to be feasible, a panel study approach allows us to project the findings across the entire audience for the podcast or network in question, and is the most representative form of podcast research.

Also, in some cases, a “pristine” pre and post process is not possible (e.g. when the brand advertising is already running prior to engaging with Edison, or when the brand is running across multiple networks, which muddies attribution) which makes a panel approach cleaner than a pre/post survey methodology.

For panel-driven studies, we employ a national online survey of Americans 18+ (or whatever demographic is appropriate) who regularly listen to podcasts, and use the same brand questionnaire that we might use for a pre/post study methodology. In a panel study, we will guarantee a sample of podcast listeners, podcast listeners who have likely heard the advertising in question, and non-podcast listeners. We will then be able to gauge the relative impact of the specific podcast ads by comparing brand measures with non-podcast listeners, podcast listeners who do NOT listen to the specific shows/networks that featured the advertising, and an audience of the targeted podcasts who would certainly have been exposed to the ads. Where appropriate, we can also fold in an audio call-out methodology in relevant podcasts, as described above.

For this style of study, all other deliverables are as mentioned above, including presentations to the relevant agency/brand team.

 

  1. Forced Listening and Controlled Exposure

Finally, in the case of a newly-created branded podcast, advertising on a new show, or other projects with potentially small samples, we engage a “forced listening” approach. For this approach, we recruit a sample of podcast listeners who would at least have an affinity for the programming being tested (e.g. parents of small children for a parenting podcast). The sample is instructed to come to a facility and listen to a half-hour of programming and instructed that they will later be asked what they thought of the show.

In reality, they are also given questions about the advertising and sponsorship messages in the show. This approach, unlike the first two, is strictly qualitative, which means that traditional measures of margin of error or statistical significance really don’t apply. However, this approach does provide directional research where a traditional survey would not be feasible either due to the size of the show’s audience or for a completely new program.

All recruiting, execution, incentives, and facility fees are included in this type of project, in addition to reporting of the results. We have successfully executed and presented these for dozens of agencies and media partners.

 

Finally, Edison is a custom market research provider with 25 years of service tackling the most challenging research projects, and we have developed many of the current approaches to podcast research in use today. Should none of these approaches completely address a measurement challenge, we’ll develop a new one as needed.

Questions? Email Edison Research SVP Tom Webster at twebster@edisonresearch.com.