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 

 

Edison Research U.S Top 10 Podcast Ranker Q1 2020

 

We are pleased to announce the Edison Research U.S. Top Ten Podcast ranker for Q1 2020, from our subscription product, the Podcast Consumer Tracker (PCT). The Podcast Consumer Tracker is the only comprehensive and all-inclusive study of the reach of podcast networks and shows in America.

The ranker lists the top ten podcasts in America by reach — not downloads — among weekly podcast consumers. Reach is the percentage of weekly podcast listeners who say they have listened to one of these shows in the last week.

Number one is the Joe Rogan Experience, which will be exclusive to Spotify later in 2020. Office Ladies and Planet Money enter the Top Ten for the first time, replacing Serial and Radiolab from our Q4 2019 ranker.

“Spotify’s recent deal with Joe Rogan stands a very good chance of increasing Spotify’s reach, since once again the JRE is comfortably in the top spot of our national ranker,” said Edison Research SVP Tom Webster. “It’s also worth noting the strong debut of ‘Office Ladies,’ which has only been out since October 2019. We are pleased to be able to cover the entire podcasting space, without gaps, in the industry’s only all-inclusive ranker.”

The top ten podcasts in the U.S. in Q1 2020, as ranked by the percentage of weekly podcast consumers 18+ who have listened to them, are as follows:

1. The Joe Rogan Experience

2.  The Daily

3.  This American Life

4.  Crime Junkie

5.  My Favorite Murder

6.  Stuff You Should Know

7.  (tie) Office Ladies

7.  (tie) Wait Wait…Don’t Tell Me!

9.   Planet Money

10.  Pod Save America

Begun in Summer 2019, the Podcast Consumer Tracker is the only study that measures the entire podcast space continuously, compared to other download rankers which only measure participants/customers of those rankers, or users of a specific platform.

The PCT is sampled continuously throughout each quarter to negate the effects of limited releases and new shows and is weighted to the industry standard measure of podcast listening, The Infinite Dial® research series from Edison Research and Triton Digital®.

How The Study Was Conducted: The Podcast Consumer Tracker Q1 2020 Top 10 Ranker is based upon 2,013 online interviews with weekly podcast consumers in the United States, ages 18 and older. Interviews were conducted in English and Spanish. Sampling was conducted continuously over the first quarter of 2020: January 7 – March 30, 2020, which does include two weeks of COVID-19 restrictions. All respondents were instructed to enter the names of all podcasts they listened to the week before the interview into an online diary and were provided instructions to obtain that information from their podcast client/player of choice. All responses were unaided and hand-coded by Edison Research to determine actual show name, producer, genre, and other information. Data is weighted to nationally representative numbers for weekly podcast consumers from The Infinite Dial 2020, from Edison Research and Triton Digital.

Fielding is continuous and currently underway for the next quarterly report in the series. Click here for more information on the Podcast Consumer Tracker.

Buying The Top Five Podcast Networks Reaches 50% of Weekly Podcast Consumers

 

One of the reasons we started the Podcast Consumer Tracker here at Edison Research was to answer some of the most common questions media buyers and agencies have about buying podcast advertising. While in its early days podcasting was not considered a “reach” medium, today with the growing size of the leading podcast networks, efficient buys at scale are now increasingly possible.

We took a look at the cumulative data from Q4 of 2019 (we are just about to deliver Q1 2020 to clients) to get a sense of the unduplicated cumulative reach of the leading podcast networks. The top network in our tracking study currently reaches 22% of all weekly podcast consumers (which, according to the Infinite Dial 2020, is currently 24% of the population ages 12+.) When you add the second leading network into a hypothetical buy, and eliminate the duplicated listeners, leaving only the new, unique listeners of the second-leading network, a media buyer can then reach 31% of weekly podcast consumers.

Our research shows that 50% reach of weekly podcast consumers can be achieved through buying the top five podcast networks. Achieving that kind of reach 10 years ago would have meant buying thousands of individual podcasts, but as these reach numbers continue to change, buying podcasts at scale is more feasible than ever.

The Podcast Consumer Tracker is the only comprehensive measure of podcasting’s reach and audience. For more information on this study, please contact Tom Webster at twebster@edisonresearch.com.

Edison Research Releases Podcast Industry’s First All-Inclusive U.S. Top 10 Podcast Ranker

 

Edison Research is pleased to announce its first Top Ten Podcast ranker, new from the company’s subscription product, the Podcast Consumer Tracker (PCT). The ranker depicts the top ten podcasts in America by reach among weekly podcast consumers. The PCT is the only comprehensive and all-inclusive study of the reach of podcast networks and shows in America.

The top ten podcasts in America for the third and fourth quarters of 2019, as ranked by the percentage of weekly podcast consumers 18+ who have listened to them, is as follows:

  1. The Joe Rogan Experience
  2. This American Life
  3. The Daily
  4. My Favorite Murder
  5. Crime Junkie
  6. Stuff You Should Know
  7. Wait Wait…Don’t Tell Me!
  8. Serial
  9. Pod Save America
  10. Radiolab

Begun in Summer 2019, the PCT is now in its third quarter of fielding and is the only study that measures the entire podcast space continuously, compared to other download rankers which only measure participants/customers of those rankers, or users of a specific platform. As such, the PCT offers a holistic view of the reach and impact of all leading podcasts and podcast networks.

“This ranker looks deceptively simple,” notes Edison Research  Senior Vice President Tom Webster, “but it’s the product of hand-coding tens of thousands of podcasts from a sample of over 4,000 podcast listeners. Podcast listening is still fairly fragmented, and it wasn’t until we had this large a sample that we felt it would be responsible to even put out a top ten, let alone a longer list.”

The PCT is sampled continuously throughout each quarter to negate the effects of limited releases and new shows and is weighted to the industry standard measure of podcast listening, the Infinite Dial research series from Edison Research and Triton Digital.

“Attempting to distill the listening habits of thousands of podcast listeners is a formidable research challenge, not to be entered into lightly, and certainly not by fielding a small sample study over a handful of days,” said Webster. “Fortunately for us, we had the mechanisms and methodology in place from other large sample projects, like our Share of Ear® series, to do the task justice and finally provide podcast networks, agencies, and media buyers with numbers they can trust and that can be projected across the entire listening population.”

How The Study Was Conducted: The Podcast Consumer Tracker data is based upon 4,053 online interviews with weekly podcast consumers in the United States, ages 18 and older. Interviews were conducted in English and Spanish. Sampling was conducted continuously over the last two quarters of 2019, with Quarter Three interviews conducted July 7 through September 30, 2019 and Quarter Four interviews conducted October 1 through December 21, 2019. All respondents were instructed to enter the names of all podcasts they listened to the week before the interview into an online diary and were provided instructions to obtain that information from their podcast client/player of choice. All responses were unaided and hand-coded by Edison to determine actual show name, producer, genre, and other information. Data is weighted to nationally representative numbers for weekly podcast consumers from The Infinite Dial 2019, from Edison Research and Triton Digital.

The Podcast Consumer Tracker is Edison Research’s flagship podcast research study and is subscribed to by a host of producers and agencies including NPR, Wondery, WarnerMedia, ESPN, and many other leading players in the space. In addition to network reach statistics, the study also provides the only nationally representative look at the purchasing and consumption patterns of podcast listeners, content preferences, and advertising targeting information across a broad array of consumer goods and services.

Fielding is continuous and currently underway for the next quarterly report in the series, to be delivered in April 2020. More information is available at https://www.edisonresearch.com/the-podcast-consumer-quarterly-tracking-report/. 

Tom Webster on Podcasting’s Biggest Mistake

Edison Research Senior Vice President Tom Webster speaks often on podcasting and the trajectory of the medium, and his recent trip to Podcast Movement Evolutions inspired him to consider what could loom as Podcasting’s Biggest Mistake.

Yes, podcasting sprang from the loins of radio — so stipulated. But over the course of about 11 years, from 2004 to 2014, it became its own dog. There was no Big Podcasting. You might quibble about NPR/This American Life, but really, the audience sizes were nowhere near where they are today, so it’s hard to think of anyone in the first 11 years of podcasting as Big Podcasting.

Podcasting didn’t start in control of the monied few and gradually become democratized. Podcasting started as a democracy, and now faces the incursion of the monied few.

Click here to read the rest of  Tom Webster’s Podcasting’s Biggest Mistake on Medium.