Latino Podcast Listener Report

Twenty-five percent of Latinos in the U.S. are Monthly Podcast Listeners 

The first-ever Latino Podcast Listener Report released by Edison Research

The Latino Podcast Listener Reporfrom Edison Research finds that 25% of U.S. Latinos age 18+ have listened to a podcast in the last month, and 45% of U.S. Latinos age 18+ have ever listened to a podcast. The study also shows increases in podcast listening for over half of U.S. Latinos age 18+ since the outbreak of COVID-19. 

 

Click here to download the Latino Podcast Listener Report in English

Haga clic aquí para ver y descargar el Latino Podcast Listener Report en español

The Latino Podcast Listener Report is the first and only comprehensive research on Latino podcast listeners in the United States; it was conducted by Edison Research and commissioned by Adonde MediaLantigua Williams & Co., LibsynNPR, and Pandora. Findings from the study debuted in two webinars on June 30, one in English and one in Spanish, presented by Gabriel Soto, Manager of Research at Edison Research, and Martina Castro, CEO of Adonde Media. 

 Although U.S. Latinos (61%) overall are less likely to be familiar with the term “podcasting” than the total U.S. population (75%), there are hardly any Spanish-language dominant Latinos in the U.S. who are familiar with the term podcasting and aren’t already listening. 

The study shows that 36% of U.S. Latinos have listened to a podcast in English and 24% of U.S. Latinos have listened to a podcast in Spanish.  Language dominance, in general, does not seem to correlate with the likelihood to be a monthly or weekly listener to podcasts, though: 25% of all U.S. Latinos in non-Spanishlanguage dominant households have listened to a podcast in the last month compared to 26% of those in Spanish-language dominant households. Also, 20% of all U.S. Latinos in non-Spanishlanguage dominant households have listened to a podcast in the last week, which is the same number (20%) as those in Spanish-language dominant households.  

Among podcast listeners, however, there are some differences based on language dominance. Notably, podcast listeners in Spanish-language dominant households are much more likely to have begun listening to podcasts recently than those in non-Spanish-language dominant households. Seventy percent of Spanish-language dominant listeners have started listening in the last year, compared with 47% of non Spanish-language dominant listeners. Of all U.S. Latino podcast listeners, 52% are listening to podcasts more since the COVID-19 pandemic. 

Of U.S. Latino monthly podcast listeners55are male, 50% are 18-34, and 47% identify as the first generation in the United States.  

Today we learned that the majority of Latinos have only started listening to podcasts within the last year, and yet many are still unfamiliar with the term podcasting,” noted Gabriel Soto, Manager of Research at Edison Research. Latinos have been and will continue to be essential for the sustained growth of podcast listening,” said Soto. 

“It is so validating to see the data bear out what many of us have long known about the tremendous potential of the Latino podcast listening audience in the U.S., both in English and in Spanish,” said Martina Castro, Founder and CEO of Adonde Media. “Now, the industry has the data that shows why making content for Latinos isn’t only the right thing to do, but is also simply a smart investment.”  

Other key findings about U.S. Latino monthly podcast listeners include: 

  • 80% say they are listening to podcasts more now than compared to one year ago
  • 26% say they source they use most for podcast discovery is social media posts, followed by recommendations from friends and family at 22%
  • 73% listened to an English podcast in the last month and 49% listened to Spanish podcast in the last month
  • 47% agree it is “somewhat important or very important that the podcasts they listen to include stories about and perspectives from their countries of origin 

The Latino Podcast Listener Report may be downloaded at www.edisonresearch.com/latino-podcast-listener-report. For more information on the partners in this study, please visit, Adonde Media, Lantigua Williams & Co., LibsynNPR, and Pandora.

How This Study Was Conducted
2,500 online interviews were conducted May 5 – May 27, 2020. The survey was offered in both English and Spanish and is nationally representative of Hispanic/Latino adults age 18+. The data is weighted to match age/sex/country of origin of U.S. Hispanic/Latino population and The Infinite Dial 2020 podcast listening statistics. Share of Ear® is based on data from 4,000+ respondents through a nationally representative sample of the U.S. population age 13+. The survey is offered online and offline, and in English and Spanish. Share of Ear data included in this report was updated through Q1 2020, before the COVID-19 disruptions. 

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. 

Three stats to know before the release of the Latino Podcast Listener Report

by Gabriel Soto, Manager of Research

When it comes to Latinos, there is no shortage of audio consumption among our communityAs we are about to see, the same is true for podcast listening. The irony, however, is in the shortage of resources available to the Latino podcasting market. This strong consumption — paired with a lack of research – merits formal look into the podcast listening terrains of the Latino listening world. This is exactly one reason why we have teamed up with leaders in the audio space to conduct a study that will provide insights into the podcast listeners and non-listeners of our often simplified, but truly complex, ethnic group. But before we visit those terrains on June 30th, 2020, here are three statistics that demonstrate where podcast listening even stands for Latinos. 

To analyze these three listening habits that will help us contextualize podcast listening among our community of 60 million people (U.S. Census 2018 ACS Estimate) we utilize Edison Research’s Share of Ear®, a quarterly updated study that comprehensively measures daily listening in the audio space. 

The following data compares two groups, the U.S. general population ages 13+ (which includes U.S Latinos ages 13+) and a subgroup derived from the first, composed of only U.S. Latinos 13+. The term U.S. Latino refers to anyone who identified as Hispanic or Latino in the Share of Ear study. Data reflects Q1 2020 before COVID-19 disruption if any. 

1. On average, U.S. Latinos spend more time with audio each day than the U.S. population 

How much time do Latinos spend listening to audio? How big is our audio world? On average, Latinos listen to an astounding 44 more minutes of audio per day than the general population. The latter spends an average of 3 hours and 53 minutes daily with the medium, while that number skyrockets to 4 hours and 34 minutes if we only look at listening time among Latinos. In this sense, the Latino hourglass is bigger. The figure reveals the mountain of Latino audio listening and its influence on the audio market. It also indicates that Latinos have more time for all forms of audio like music and spoken word (e.g., podcasts).  

 

 

2. Latinos allocate their audio time to music vs. spoken-word audio similarly to the general population 

On our way toward examining the podcast terrains of the U.S. Latino listener, we pass by a view of music vs. spoken word audioFor a section of the audio world that has lost some ground to spoken word since 2014, music still accounts for an overwhelming 77% share for the U.S. population, leaving the remaining 23% of the listening to spoken word audio, which includes media like talk radio, news podcasts, and audiobooks—to name a fewThis split is similar when we isolate those who identify as Hispanic or Latino: over four-fifths (81%) of audio listening time goes to music while just under one-fifth (19%) goes to spoken word audio. Now although a smaller proportion of Latino audio listening goes to spoken word audio, we have to remember that Latinos spend more time with audio to begin with, so the average time spent listening to spoken word daily manages to equal what the overall population spends with this form of audio. Only by climbing this area of the Latino audio mountain can we see a clearer picture of where podcast listening stands. 

 

 

3. On average, U.S. Latinos spend more time with podcasts each day than the U.S. population 

Taking only spoken word audio listening, in others words, removing music from the equation, the U.S. total population spends about 18% of that time with podcasts. When we flip to Latinos, the proportion of this time spent with podcasts is about 22% larger, with over one-fifth (22%) of spoken word audio listening dedicated to the booming platform. 

These numbers show that Latinos retain relatively robust listening to podcasts – and more broadly – to audio overall. It is about time to begin exploring and embracing it.

 

The paradox is that Latinos invest more of their time listening to podcasts than the general U.S. population, yet investment in the Latino podcast market is thin. Imagine the potential if the podcast industry were growing and if the Latino population were growing too – oh wait, that is happening. So, for those looking to be a part of it – click here to find out more information about the upcoming U.S. Latino Podcast Listening Report. 

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.