The Top 50 Most Listened to U.S. Podcasts of 2020

Edison Research Announces Top 50 U.S. Podcasts for 2020 by Audience Size

Edison Research, the leading podcast research organization for over 15 years, is pleased to announce the first comprehensive U.S. Top 50 podcast chart. This list ranks the 50 biggest podcasts of 2020 by audience size, based on the Podcast Consumer Tracker, the only podcast measurement service that measures the relative audience size and demographics of all podcast networks. Among the top shows of 2020 are as follows:

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

The entire list of 50 is attached.

“We have sampled over 10,000 podcast listeners to determine who they are, what shows they listen to, what they buy, and the demographic profiles for every leading network and top podcast,” said Edison Research SVP Tom Webster. “There is no other service available for producers or agencies that provides this information for the entire industry.”

The Edison Research Top 50 Most Listened to U.S. Podcasts of 2020 list is derived from data collected continuously throughout 2020 from surveying weekly podcast consumers ages 18 and older. Participants indicate which podcasts they listened to in the past week along with a variety of demographic, psychographic, and purchase behavior information. The results are then hand-coded and analyzed to ascertain the genre, network, and sales representation for each podcast. The relative audience size of each podcast network is then calculated and expressed as the percentage of weekly podcast listeners reached by that network.

“Existing measures of downloads are important,” noted Webster. “We aren’t replacing that–but currently we have demographic data on all major networks, how they rank against each other, and credible estimates of network size calibrated by our ongoing work on The Infinite Dial® research series, which remains the most widely-used audience data in the industry. It is the only service based on actual listens, not downloads.”

Current subscribers to The Podcast Consumer Tracker include half of the top 20 networks in podcasting as well as leading technology platforms, and is growing quarterly. Subscribers include Stitcher/Midroll, NPR, Wondery, ESPN/ABC/Disney, WarnerMedia, and more. “From day one of a subscription we are able to provide leading podcast networks with the size and demographic makeup of their audience. Our dataset gets more and more robust every day, and we are immensely proud of this service we can provide to the industry,” added Webster.

For information about the Podcast Consumer Tracker, contact Edison Research SVP Tom Webster at info@edisonresearch.com.

About Edison Research
Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, Wondery, PodcastOne, Slate, Spotify, Stitcher/Midroll, ESPN, WNYC Studios, and many more companies in the space. The company’s annual Infinite Dial® study has been the most widely-cited data in the podcasting space since 2005, and Share of Ear® from Edison Research remains the only single-source measure in America of the relative size of podcast listening compared to other audio media. In 2019, the company introduced the Podcast Consumer Tracker, a quarterly study that provides the only comprehensive data on podcast listening by network in the world. Edison Research has been the sole provider of Election Day data to the National Election Pool for the past 17 years, conducting exit polls since 2004 and collecting real-time vote results in all 50 states to project and analyze results for every major presidential primary and general election.

Super Listeners 2020

EDISON RESEARCH, PODCAST ONE, AND AD RESULTS MEDIA partner to uncover beliefs of the podcast industry’s best customers

Click here to download Super Listeners 2020

According to the latest Super Listeners Study, podcast “Super Listeners,” Americans 18+ who listen to five or more hours of podcasts weekly, see podcasts as the best way to reach them despite a perceived increase in ads. Edison Research, the global authority in audio research, along with Ad Results Media, an audio industry leader in branded personality-driven advertising, and PodcastOne, a subsidiary of LiveXLive (NASDAQ: LIVX), the leading podcast network, announced today the results of the second-annual study on podcasting’s “Super Listeners.”

Advertising on a podcast is the best way for a brand to reach Super Listeners. Almost half, 49 percent, of podcast Super Listeners agree that “Advertising on a podcast is the best way for a brand to reach you.” This finding was up from 37 percent in 2019 – the biggest mover in the survey. Podcast Super Listeners are exposed to the most amount of podcast advertising and provide invaluable insight as to how ads are perceived in podcasts.

Over half, 54 percent, of Super Listeners, said that hearing an ad on a podcast (compared to other places) makes them more likely to purchase a product, up from 46 percent from last year.

Super Listeners are noticing an increase in the number of commercials and ad breaks. Fifty-six percent of podcast Super Listeners believe that the number of ads in podcasts are going up, compared with 49 percent who said the same thing last year. The study also found an increase in those who believe there are “too many” ads in podcasts, 38 percent of respondents felt this way, compared with 24 percent last year. In addition, 41 percent of podcast Super Listeners believe that ad breaks are getting longer, compared to 35 percent last year. Self-reported ad-skipping behavior, however, did not increase substantially.

While quantity and length of ad breaks increase, the positive impact of podcast advertising continues to rise year-over-year. Testament to the positive impact of podcast advertising is seen in the percentage increase of Super Listeners that agree with the following statements:

“Your opinion of a company is more positive when you hear it mentioned on one of the podcasts you regularly listen to” increased from 44 percent in 2019 to 49 percent in 2020.

“When price and quality are equal, you prefer to buy products from companies that advertise on or sponsor the podcasts you regularly listen to” increased from 43 percent in 2019 to 46 percent in 2020.

“You pay more attention to advertising on podcasts than on other forms of media” increased to from 44 percent in 2019 to 48 percent in 2020.

Host-read ads provide tremendous value. Thirty-three percent of Super Listeners say they pay more attention to host-read ads than other types of ads in podcasts.

Super Listeners are consuming more podcast content than ever before. In last year’s survey, Super Listeners reported consuming an average of 9.8 hours of podcasts per week, this year the average increased to 10.5 hours per week.

“We are so pleased that Ad Results Media and PodcastOne have partnered with Edison Research to continue our Super Listeners Research Series,” said Tom Webster, Senior Vice President at Edison Research. “With the quantity of podcast advertising increasing, and the character of those ads changing, it is imperative to take the temperature of podcasting’s best customers regularly. Super Listeners 2020 very clearly shows that while podcasting continues to enjoy advantages as an advertising platform, listeners are noticing more ads and longer ad breaks.”

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 Research 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 Research 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 U.S. presidential primary and general election.

About Ad Results Media
ARM is a trailblazer in the audio industry, leading in branded spoken-word advertising: the most authentic, memorable and mutually beneficial format for growth. With more than 20 years of experience, ARM effectively connects audiences with brand messages, delivering richer and more meaningful ROI in the form of reach, relevance and resonance. The company, with offices in Houston, Austin and San Diego, is a leading purchaser of audio influencer ads globally and leverages its strong relationships within the industry to connect brands with the world’s most high-profile news, sports and entertainment creators. Follow their journey on social @adresultsmedia as they amplify the sound of success.

About PodcastOne
PodcastOne is a leading advertiser-supported podcast company, offering a 360-degree solution for both content creators and advertisers, including content development, brand integration and distribution. Acquired by LiveXLive Media in 2020, the two entities have subsequently teamed to create a new video podcast (Vodcast) network under the LiveXLive umbrella. Amassing more than 2.8 billion downloads annually, the network produces 400+ episodes weekly across a stable of hundreds of top podcast programs, including influencer talent like Adam Carolla, Kaitlyn Bristowe, Shaquille O’Neal, Steve Austin, Erin Brockovich, Amanda Cerney & Jacqueline Fernandez, , Tip “T.I.” Harris, Armando “Pitbull” Perez, Jordan Harbinger, Heather Dubrow, The LadyGang, Dr. Drew, Chael Sonnen and hundreds more. Its shows are distributed across its own platform as well as LiveXLive’s owned-and-operated channels on mobile, mobile web, desktop and SmartTV’s. PodcastOne is the brainchild of Radio Hall of Famer, Norm Pattiz, also the founder of Network Radio-giant, Westwood One.

Forward-Looking Statements
All statements other than statements of historical facts contained in this press release are “forward-looking statements,” which may often, but not always, be identified by the use of such words as “may,” “might,” “will,” “will likely result,” “would,” “should,” “estimate,” “plan,” “project,” “forecast,” “intend,” “expect,” “anticipate,” “believe,” “seek,” “continue,” “target” or the negative of such terms or other similar expressions. These statements involve known and unknown risks, uncertainties and other factors, which may cause actual results, performance or achievements to differ materially from those expressed or implied by such statements, including: the Company’s reliance on one key customer for a substantial percentage of its revenue; the Company’s ability to consummate any proposed financing or acquisition and the timing of the closing of such proposed transactions, including the risks that a condition to closing would not be satisfied within the expected timeframe or at all or that the closing of any proposed transaction will not occur; the Company’s ability to continue as a going concern; the Company’s ability to attract, maintain and increase the number of its users and paid subscribers; the Company identifying, acquiring, securing and developing content; the Company’s ability to maintain compliance with certain financial and other covenants; the Company successfully implementing its growth strategy, including relating to its technology platforms and applications; management’s relationships with industry stakeholders; the effects of the global Covid-19 pandemic; changes in economic conditions; competition; risks and uncertainties applicable to the businesses of the Company’s subsidiaries; and other risks, uncertainties and factors including, but not limited to, those described in the Company’s Annual Report on Form 10-K for the fiscal year ended March 31, 2020, filed with the U.S. Securities and Exchange Commission (the “SEC”) on June 26, 2020, Quarterly Report on Form 10-Q for the quarter ended September June 30, 2020, filed with the SEC on November 16, 2020, and in the Company’s other filings and submissions with the SEC. These forward-looking statements speak only as of the date hereof and the Company disclaims any obligations to update these statements, except as may be required by law. The Company intends that all forward-looking statements be subject to the safe-harbor provisions of the Private Securities Litigation Reform Act of 1995.

LiveXLive Press Contact:
The Rose Group
Lynda@therosegrp.com
Isabela@Therosegrp.com

LiveXLive IR Contact:
310.601.2500
ir@livexlive.com

Media Contact:
Cassie McCormick
cassie.mccormick@fleishman.com
310-482-4278

Podcasting’s Share of Listening in the U.S. Hits All-Time High

For the first time since Edison Research’s Share of Ear® study began tracking audio consumption in 2014, podcasting’s share of all audio listening is now 6% of consumption. This level marks an all-time high for the rapidly-growing on-demand audio medium.

 


This new finding was revealed at the Podcast Movement Virtual conference today in a keynote address by Edison Research SVP Tom Webster. The latest findings show that the share of time Americans age 13+ spend with podcasts as a percentage of all their audio listening has tripled from just 2% in 2014.

According to Webster, “Podcasting has become the greatest companion medium. Not only can you take it with you while you do other things, but we also see people turning to podcasts for a sense of community and connection during a very stressful time.”

Please click here for more information on Edison Research’s Share of Ear® 
 
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.  

 

 

Edison Research Podcast Appearances

You may know Edison Research for our projects in the podcasting space including The Podcast Consumer Tracker, The Infinite Dial®, and the Share of Ear® study. You may be familiar with Senior Vice President Tom Webster‘s prolific writing and speaking about the universe of podcasting, as well his his own podcasts, “The Marketing Companion” and “The Freenoters.”

In addition to being avid researchers of podcast listening (and consumers of podcasts — we have a podcast club at Edison Research), some of our Edison Research team members make appearances on podcasts of all types to discuss topics such as upcoming elections, the state the audio space, and even moms and media in the U.S. We enjoy discussing research projects and the implications the results have for our culture and our world.

Below is a Spotify playlist of some of our recent podcast guest appearances. You can also search Spotify for The Edison Team Podcast Appearances playlist from Edison Research.

Special thanks to all the hardworking podcast hosts and producers who graciously included us in their pods!

Click here to open Spotify for podcast appearances by Edison Research

Latino Podcast Listener Report en Español

Un cuarto de los latinos en Estados Unidos son oyentes mensuales de podcasts

El primer Latino Podcast Listener Report publicado por Edison Research 

El Latino Podcast Listener Report realizado por Edison Research concluye que el 25% dlatinos a partir de los 18 años de edad en EE.UU. han escuchado un podcast en el último mes, y el 45% de los adultos latinos eEE.UU. han escuchado un podcast alguna vez. El estudio también muestra aumento en la escucha de podcast desde el brote de COVID-19 para más de la mitad de los adultos latinos. 

 

Haga clic aquí para descargar Latino Podcast Listener Report en Español

Click here to view or download the Latino Podcast Listener Report in English

El Latino Podcast Listener Report es la primera y única investigación exhaustiva sobre los oyentes latinos de podcast en EE.UU.; fue realizada por Edison Research y patrocinada por Adonde Media, Lantigua Williams & Co., Libsyn, NPR y Pandora. Los resultados del estudio se estrenaron en dos webinars el 30 de junio, uno en inglés y uno en español, los que fueron presentados por Gabriel Soto, encargado de investigación en Edison Research, y Martina Castro, CEO de Adonde Media.  

El estudio muestra que el 36% de los latinos en EE.UU. han escuchado un podcast en inglés y el 24% han escuchado un podcast en español. Por lo general, el dominio del lenguaje no parece estar correlacionado con la probabilidad de ser un oyente mensual o semanal de podcasts: un cuarto de los adultos latinos en hogares donde no predomina el español ha escuchado un podcast en el último mes, en comparación con el 26% de latinos en hogares donde  predomina en español. 

Además, el 20% dlatinos en EE.UU. cuya lengua predominante no es el español, han escuchado un podcast en la última semana. El porcentaje esta igual entre los latinos cuya lengua predominante sí es el español (20%) 

Sin embargo, entre los oyentes mensuales de podcast, hay algunas diferencias entre los dos grupos de lengua predominante. En particular, u70% de los oyentes — cuya lengua predominante es el español —han comenzado a escuchar en el último año, en comparación con el 47% de los oyentes cuyo español no es la lengua predominante. De todos los oyentes de podcasts latinos en EE.UU., el 52% está escuchando podcasts más desde la pandemia de COVID-19. 

Aunque los latinos en EE,UU. (61%) en general son menos propensos a estar familiarizados con el término “podcasting” que la población estadounidense total (75%),  no hay muchos latinos cuyo idioma es predominantemente español, que están familiarizados con el término “podcasting” que aún no están escuchando podcasts. 

De los oyentes mensuales latinos de podcasts en EE.UU., el 55% son hombres, 50% tienen entre 18-34 años, y el 47% pertenecen a la primera generación de su familia nacida en EE.UU.  

“Hoy nos enteramos de que la mayoría de los latinos solo han comenzado a escuchar podcasts en el último año. Sin embargo, muchos aún no están familiarizados con el término [podcasting], indicó Gabriel Soto, encargado de investigación en Edison Research, añada la increíble oportunidad de desarrollo de la audiencia mensual latina, y se ve  que los latinos han sido y seguirán siendo esenciales para el crecimiento sostenido de la escucha de podcasts.  

“Es tan validante ver que los datos tienen que ver lo que muchos de nosotros hemos sabido desde hace mucho tiempo sobre el tremendo potencial de la audiencia latina de escucha de podcasts en los Estados Unidos, tanto en inglés como en español”, dijo Martina Castro, fundadora y CEO de Adonde Media. “Ahora, la industria tiene los datos que muestran por qué hacer contenido para los latinos no es sólo lo correcto, sino que también es simplemente una inversión inteligente.” 

Otras conclusiones destacadas sobre los oyentes mensuales latinos de podcasts en EE.UU.: 

  • Un 80% dice que está escuchando podcasts más que hace un año. 
  • Un 26% dice que la fuente más utilizada para descubrir podcasts son las publicaciones en las redes sociales, seguido por el 23% que indica las recomendaciones de amigos y familiares. 
  • Un 73% escuchó un podcast en inglés en el último mes y el 49% escuchó un podcast en español en el último mes.
  • Un 47% reporta que el tema de  los podcasts que escuchen incluyan historias y perspectivas de sus países de origen es algo importante” o “muy importante” para ellos  

El Latino Podcast Report, se puede descargar en www.edisonresearch.com/latino-podcast-listener-report. Para obtener más información sobre los socios de este estudio, visite Adonde Media, Lantigua Williams & Co., Libsyn, NPR y Pandora.

Cómo se realizó este estudio 

Unas 2.500 entrevistas en línea se realizaron del 5 al 27 de mayo de 2020. 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 ponderarosegún 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 2020. 

Share of Ear® está basado en datos de unas 4.000 entrevistas a través de una muestra representativa a nivel nacional de la población estadounidense a partir a los 13 años edad. La encuesta se ofrece en línea y en papel físico por correo, y en inglés y en español. La proporción de datos de escuchas incluidas en este report se actualizó en el primer trimestre de 2020, antes del brote de COVID-19. 

Sobre Edison Research 

Edison Research lleva a cabo investigación 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 espacioOtra 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.