Podcast Diversity 2008 - 2018

Podcasting and Race: The State of Diversity in 2018

Recently, my colleagues Melissa Kiesche and Megan Lazovick gave a presentation at WerkIt – A Woman’s Podcast Festival. Their presentation, Closing the Listening Gender Gap, presented some new data on the composition of the podcasting audience and also some of the reasons why some women don’t listen to podcasts. You can download the full presentation here–it’s terrific–but it reminded us here at Edison that it’s a good time to revisit another aspect of this evolving medium: the growing diversity of podcast listeners.

First of all, let’s take a look at a comparison of the U.S. Population in 2018, and our most recent Infinite Dial data on monthly podcast listeners:

Podcast Listener Composition by Ethnicity

Podcast Listener Composition by Ethnicity

Here’s what is notable about the comparison of these two pie charts: absolutely nothing. And that’s wonderful news for the medium–the podcast audience today looks nearly identical to the population in general, and that means podcast producers have a wonderful opportunity to create an equally diverse portfolio of content. With the podcast audience essentially mirroring America, podcasters truly have an entrée into winning over The 52–the 52 million Americans who have heard of podcasting, but haven’t yet taken the podcast plunge.

Now, here is why two nearly identical pie charts have me so encouraged about the near term prospects of Podcasting: it didn’t used to look that way. In fact, it used to look really different:

Podcast Diversity 2008 - 2018

Just one short decade ago, the podcast audience was nearly three-quarters White, which was as much a reflection of the types of content being produced at that time as any other explanation. But over the last 10 years, podcasters themselves have become more diverse, and with that so has the universe of available content.

A lot has changed in just 10 years. Just think–back in 2008, we didn’t have Spotify, Snapchat, Uber, GPS on your phone, or Ed Sheeran. But for the ethnic diversity of podcast listeners to change so much over the last ten years is a tribute to the great democracy of podcasting: anyone with a story to tell, can tell that story. Increasingly, America–and the world–is listening.

The Podcast Consumer Canada 2018

Click here to download The Podcast Consumer Canada 2018

Télécharger Le Consommateur Baladodiffusion Canadien 2018 ici

Edison Research and Triton Digital released The Podcast Consumer 2018 earlier this year, marking our 10th year of issuing the most extensive analysis of American podcast listeners available. Today Edison and Triton Digital are proud to release The Podcast Consumer Canada 2018.

This report includes new, unreleased information on the demographics of podcast listeners, frequency and location of podcast consumption, smart speaker ownership, and other podcast listening behaviors in Canada. Data is derived from The Infinite Dial Canada 2018 by Edison Research and Triton Digital.

“All of us here at Edison and Triton are honored to be able to provide our latest data on podcasting to the Canadian public,” said Edison’s Senior Vice President, Tom Webster. “We are also very excited to announce that Edison and Triton will once again collaborate on The Infinite Dial Canada in 2019.”

“We are pleased to continue our collaboration with Edison Research on the Infinite Dial Canada in 2019,” said John Rosso, President of Market Development at Triton Digital. “We look forward to presenting the latest in digital audio consumption and usage, including AM/FM radio, streaming audio, podcasting, the utilization of smart speakers, and more.”

Key findings from The Podcast Consumer Canada 2018 include:

  • 19% of adults are Weekly Podcast Listeners and 28% are Monthly Podcast Listeners
  • Podcast listeners have higher incomes and education levels than the average adult.
  • Weekly podcast listeners spend an average of 6 hours per week listening to podcasts.
  • Weekly podcast listeners listen to an average of 5 podcasts per week.
  • Over half of monthly podcast listeners listen to the entire podcast.
  • In-home is the top listening location for podcasts.
  • Almost half of podcast listeners listen to podcasts from Public Radio producers.
  • Monthly podcast listeners who also own smart speakers are more likely than average to own an Alexa.

Canadians are quite familiar with the term “podcasting,” with 61% of all adults 18+ saying they are familiar with the term. Almost half of Canadians 18+ (47%) have ever listened to a podcast, and the younger the respondent, the more likely they are to have listened. Sixty percent of adults 18-34 have listened to a podcast at some point in time.

Twenty-eight percent of all Canadian adults are monthly podcast listeners, and the younger the listener, the more likely they are to be a monthly or weekly podcast listener. Forty-one percent of those age 18-34 are monthly podcast listeners.

 

 

 

 

 

 

 

 

 

 

 

 

 

The same holds true for weekly podcast listening, with the younger demos showing a higher concentration of weekly podcast listening. Nineteen percent of adults 18+ have listened to a podcast in the past week, while 27% of 18-34-year-olds are weekly podcast listeners.

 

 

 

 

 

 

 

 

 

 

 

 

 

Podcast listeners have higher incomes and education levels than the average Canadian 18+. Twenty-nine percent of monthly podcast consumers have an annual household income of $75K-$150K compared with 22% of the total population.

 

 

 

 

 

 

 

 

 

 

 

Canadian podcast listeners age 18+ also have higher education levels than the average Canadian adult. One-third of monthly podcast listeners in Canada have at least some graduate school or an advanced degree, and 27% have a four-year degree.

 

 

 

 

 

 

 

 

 

 

 

 

Monthly podcast listeners are much less likely to be retired and more likely to be employed full-time or to be a student than the average adult in Canada. Only 13% of Canadian monthly podcast listeners are retired, compared with 24% of the total 18+ market.  Fifty-three percent of podcast listeners are employed full time and 13% are students.

 

 

 

 

 

 

 

 

 

 

 

 

 

Podcasts can range in length from just a few minutes to well over an hour or even two. Weekly podcast listeners spend an average of six hours and four minutes per week listening to podcasts. Thirty-six percent of weekly podcast listeners spend five hours or more per week with podcasts.

 

 

 

 

 

 

 

 

 

 

 

 

Weekly podcast listeners listen to an average of five podcasts per week, with 21% listening to six or more in that same period.

 

 

 

 

 

 

 

 

 

 

 

 

 

Over half of monthly podcast listeners say they listen to the entire podcast, while a little over one-third (35%) don’t listen to the entire podcast, but do listen to most of it. Only 10% say they listen to less than half or just the beginning of the podcast.

 

 

 

 

 

 

 

 

 

 

 

 

Those who have been listening for the most number of years were more likely to consume podcasts more often. Twenty-eight percent of weekly podcast consumers have been listening to podcasts for five years or more, while 24% of monthly podcast consumers have been listening five years or more.

 

 

 

 

 

 

 

 

 

 

 

 

 

At home is the overwhelming top location to listen to podcasts, with 63% of monthly podcast consumers listening most often at home. In-car/truck is a distant second place at 14% and is close to the number of those who listen at work, 11%. Four percent say they listen while walking around.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Just under half all podcast listeners (47%), listen to podcasts from Public Radio producers such as CBC, Radio Canada, or NPR.

 

Podcast listeners (10%) are just slightly more likely to own a smart speaker, either an Amazon Alexa or a Google Home device, than the average adult in Canada (8%).

 

 

 

 

 

 

 

 

 

 

 

 

Of the podcast listeners who also own smart speakers, they are more likely to own an Amazon Alexa but no Google Home (37%) than the average adult in Canada. Overall, the Google Home is a more popular choice with 56% of monthly podcast consumers owning a Google and no Alexa compared to 63% of the adult population of Canadian smart speaker owners. When it comes to Amazon Alexa, though, 37% of podcast listener/smart speaker owners have one compared to 30% of the adult smart speaker owners in Canada. Seven percent of both groups own an Amazon Alexa AND a Google Home.

 

 

 

 

 

 

 

 

 

 

 

 

 

About  The Podcast Consumer Canada 2018:  In Q1 2018, Edison Research conducted a national telephone survey of 1,000 Canadians aged 18 and older, using random digit dialing techniques to both cell phones and landlines. The survey was offered in both English and French, and the data is weighted to national 18+ population figures.

microphone podcast

Podcasting’s Next Frontier: A Manifesto For Growth

Just two weeks ago Edison Research’s Senior Vice President Tom Webster was at the world’s largest gathering of podcasters, Podcast Movement 2018, in Philadelphia. Tom’s keynote address, Podcasting’s Next Frontier: 100 Million Listeners, shed light on the gap between the awareness of the term “podcasting” and the actual listening behavior of American adults.

While 64% of Americans aged 18+ (180 million) say they are familiar with the term “podcasting,” only 17% (48 million) have listened to a podcast in the last week.

In the wake of Podcast Movement 2018, Tom has published a must-read piece that specifically addresses steps that the industry should recognize and take to increase consumption of podcasts.

What follows is, by Tom’s own admission, a long article. We believe it is well worth your time to read it — to see the charts — to watch the video of people who have never listened to a podcast. Podcasting’s Next Frontier: A Manifesto For Growth examines the state of podcasting and the steps needed to achieve growth.

Click here to read Podcasting’s Next Frontier: A Manifesto For Growth

 

The Next Frontier in Podcasting: 100 Million Listeners

Edison Research’s Senior Vice President Tom Webster presented a keynote address, The Next Frontier in Podcasting: 100 Million Listeners, at the 2018 Podcast Movement conference in Philadelphia last week. Podcast Movement is the world’s largest gathering of podcasters, and attendees were the first to hear the results of new research from Edison on consumers who are familiar with the term “podcasting” but have never listened to a podcast.

The number of Americans who are familiar with the term “podcasting” has dramatically increased in the past several years, but there are far fewer people who actually listen.

  • 64% of Americans aged 18+, a total of 180 million people, are familiar with the term “podcasting” in 2018. That’s up from 22% in 2006.
  • The number of people who actually listened to a podcast in the last week is significantly smaller than those who are familiar with the term. Only 17% of Americans aged 18+, a total of 48 million people, in 2018 have listened to a podcast in the last week.

The key to moving from 48 million weekly podcast listeners to the 100 million mark is understanding why those people familiar with the term “podcasting” have never listened.

 

Some of the reasons uncovered are actual barriers, such as not understanding how to listen to a podcast, and some are perceived barriers, such as the belief that podcasts use a great deal of a phone’s data.

Thirty-seven percent of those who are familiar with the term “podcasting” but have never listened, say they don’t really understand what a podcast is, and almost half say they are not sure how to listen to a podcast.

 

 

Despite the fact that many smartphones in the U.S. have pre-installed podcast apps, 80% of those who have never listened to a podcast believe that they don’t have a podcast app. In addition to perceived barriers with hardware when it comes to podcasts, there are misperceptions about the amount of data a podcast might use. Sixty-two percent say that listening to podcasts can use up a lot of their phone’s data plan.

The research was conducted with a sample of 1,000 adults aged 18+, using an online survey. All respondents were familiar with podcasting. The data was weighted toThe Infinite Dial , the longest-running study of consumer usage of media and technology from Edison Research and Triton Digital.

Podcasting’s Next Frontier: 100 Million Listeners. Podcast Movement Keynote

Edison Research, the leading research company in digital audio, will be unveiling the results of a new study on Podcasting in a keynote address on July 24 at Podcast Movement in Philadelphia, PA. “Podcasting’s Next Frontier: 100 Million Listeners”, presented by Edison’s Senior Vice President Tom Webster, will provide a research-based road map for the podcasting industry to grow audience and increase exposure to podcasts.

Edison has been researching Podcasting for over 13 years, and has produced the industry’s leading research reports, including The Infinite Dial (in partnership with Triton Digital) and the annual Podcast Consumer report. This year, Edison will provide Podcast Movement attendees with a look at the tens of millions of Americans who say they know what podcasting is, but haven’t (yet) become regular listeners to the medium. The presentation will include all new qualitative and quantitative research, along with some definitive action steps for attendees to start increasing their audience immediately.

“We are thrilled to once again be given the keynote stage at Podcast Movement, which has really become the premier event in the space,” said Tom Webster, Edison’s Senior Vice President. “It has been our great privilege to serve the podcast industry for the last 13 years, and we are committed to providing podcast producers with the highest quality information and insights to prepare them for the future.”

“Podcasting’s Next Frontier: 100 Million Listeners” will be delivered at 3:15 p.m. on July 24 at Podcast Movement in Philadelphia, and the underlying research will be released on July 25.

Click here to register for Podcast Movement 2018 

 

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, The Brookings Institute, Disney, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, SiriusXM Radio, and Univision Communications. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe.

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 conducts more than 100,000 interviews in a single day for this project. For the 2018 and 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.