The Infinite Dial® Germany to Debut in 2019

Germany joins the US, Canada, Australia, and South Africa with Digital Media Research from U.S.-Based Edison Research

Somerville, NJ – July 8, 2019   The Infinite Dial®, the leading study on digital audio, mobile, smart speakers, podcast consumption, and social media from Edison Research, has just been commissioned by Berlin-based RTL Radio Deutschland for implementation in Germany.

The Infinite Dial is the longest-running survey of media consumer behavior in the U.S., tracking consumer usage of digital media over time. Germany will join the U.S.,  Australia,  Canada, and most recently, South Africa, as media communities who use The Infinite Dial® to measure consumer behaviors.

RTL Radio Deutschland is the leading German radio group. With its stations and brands, the company serves all relevant platforms. RTL Radio Deutschland recently started AUDIO NOW, a podcasting platform for Germany showing a great range of popular podcasts in German and English language, including exclusive podcasts and audio series.

The results from the first in The Infinite Dial® Germany will be revealed on September 3 in Berlin, and will be published simultaneously online on www.audionow.de and Edison Research websites.

“In addition to our content expertise and innovative offerings, we are pleased to be able to provide a reliable data source for the use of digital audio in Germany in the future. In Edison Research we have found the perfect partner for this. We are very much looking forward to the results, which will certainly be giving us exclusive insights into this future relevant area of media consumer behavior,” said Stephan Schmitter, CEO of RTL Radio Deutschland.

The Infinite Dial study has become the report card on digital audio and other digital media, and is widely used and quoted by broadcasters, internet radio publishers, ad agencies, and the financial community.

“Germany’s addition of The Infinite Dial study comes at the perfect time. As digital audio is experiencing such explosive growth, it is crucial to have quality, consistent measurement of the space. We are thrilled to add Germany to the list of countries employing the Infinite Dial,” said Larry Rosin, President of Edison Research.

 

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.

 

About RTL Radio Deutschland

RTL Radio Deutschland is the leading private radio group in Germany. Its 17 stations in 11 states reach millions of listeners daily. It derives its success from its profound experience in programming and content development. Leading stations like 104.6 RTL, Radio Hamburg and ANTENNE BAYERN profit from this know-how. RTL Radio Deutschland operates as a strategic partner following the slogan “Together we are stronger”.

Podcast Consumer 2019

The Podcast Consumer 2019

Edison Research announces the release of The Podcast Consumer 2019, the latest in an annual series of closer looks at the audience for podcasting in America. This report comprises new research from The Infinite Dial 2019 from Edison and Triton Digital, as well as previously unreleased data from Edison’s Share of Ear research, a syndicated product that has tracked all forms of online and offline listening since 2014.

This year, thanks to a newly-expanded Infinite Dial, the Podcast Consumer 2019 includes many fresh data points on this increasingly important medium. The principal findings include the following:

The audience for podcasting grew significantly in the past year. Today, 51% of Americans 12+ have ever listened to a podcast, with 32% having listened in the past month, and 22% in the past week.

In addition, podcasting’s Share of Ear has more than doubled in five years, increasing 122% since 2014.

Although all key demographics grew, much of the increase in podcasting has come from Americans age 12-24.

Forty-one percent of monthly podcast listeners say they are listening to more podcasts today compared to one year ago, with 13% saying they are listening to less.

Streaming services are playing a role in the growth of podcasting, with 43% of monthly podcast listeners say they have listened to a podcast on Spotify, and 35% on Pandora.

Music is the number one topic in terms of interest from podcast consumers.

Finally, 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts, compared to 7% who say they are less likely.

“Thanks to our partners at Triton Digital, this year we were able to significantly expand the podcasting coverage in our Infinite Dial series,” noted Edison SVP Tom Webster. “We are now able to explore in greater detail the consumption patterns and perceptions of the audience for what has become an extremely important medium.”

The results of this survey were first revealed in a webinar on April 11th, 2019.

Watch a replay of the webinar here:

How the survey was conducted:

In January/February 2019, Edison Research conducted a national telephone survey of 1,500 people aged 12 and older, using random digit dialing techniques to both cell phones and landlines. Telephone data was weighted to national 12+ U.S. population figures. In addition, Edison Research also conducted a national online survey of 4,126 people aged 12 and older. Online data weighted to match the Infinite Dial telephone demographics of those with internet access. Both surveys were offered in both English and 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.

About Triton Digital:
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 40 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry. Triton Digital is a wholly owned subsidiary of The E.W. Scripps Company (NASDAQ: SSP). For more information, visit www.TritonDigital.com.

The Infinite Dial 2019

Podcasting and Audiobooks Both Attain 50% Reach; Facebook Usage Continues to Drop

Edison Research and Triton Digital reveal results of The Infinite Dial 2019

Podcasting shows explosive year-over-year growth as gains in spoken-word audio mark the 2019 Infinite Dial Study by Edison Research and Triton Digital®. Among the U.S. population ages 12 and older, the total number of people who have ever listened to a podcast passes 50% for the first time.

“This is a watershed moment for podcasting–a true milestone. With over half of Americans 12+ saying that they have ever listened to a podcast, the medium has firmly crossed into the mainstream,” noted Tom Webster, Senior Vice President at Edison Research.

One-third of the population reported having listened to a podcast in the last month, representing 90 million monthly listeners. The spoken-word audio sector also saw increases with audiobooks, as the portion of the U.S. population that has ever listened to an audiobook surpasses one-half for the first time.

“It’s a pleasure to once again partner with Edison Research for another insightful presentation of media usage and consumption in the U.S.” said John Rosso, President of Market Development at Triton Digital.

Regarding social media, the latest study finds the number of current users of Facebook continues to drop. The study shows an estimated 15 million fewer users of Facebook than in the 2017 report. The declines are heavily concentrated among younger people.

Other findings include:

–More than half the U.S. population now reports having used YouTube specifically for music in last week. This number is now 70% among 12-34-year-olds.

–The percentage of Americans who listen to online audio (defined as listening to AM/FM radio stations online and/or listening to streamed audio content available only on the internet) has doubled since 2012, growing from one-third of the population to two-thirds.

–Time spent listening to online audio has reached a record high this year, with weekly online audio listeners reporting an average of nearly 17 hours of listening in the last week.


The 2019 Infinite Dial is the latest report in a series dating back to 1998 that covers consumer usage of media and technology, has tracked many new mediums as they develop. The Infinite Dial currently provides the latest research in U.S. digital audio, mobile, smart speakers, podcast consumption, and social media.

The Infinite Dial study uses the “gold standard” of nationally representative survey research—a random probability telephone sample, comprising both mobile phones and landlines, of all Americans ages 12 and older. The study has become the report card on digital audio and other digital media and is widely used and quoted by broadcasters, Internet radio, ad agencies, and the financial community.

Please visit the links below to download the entire study and to watch a recording of the online presentation.

Download the Infinite Dial 2019


View the recording of The Infinite Dial 2019 presentation here.


How the study was conducted:
A total of 1,500 persons were interviewed to explore Americans’ use of digital platforms and new media. From January 3rd through February 4th, 2019, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling through both landline phones and mobile phones. The survey was offered in both Spanish and English. Data was weighted to national 12+ U.S. population estimates.

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.

About Triton Digital:
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 40 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service.  With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry. Triton Digital is a wholly owned subsidiary of The E.W. Scripps Company (NASDAQ: SSP). For more information, visit www.TritonDigital.com.

Women Podcast Listeners: Closing the Listening Gender Gap

By Megan Lazovick

Thirteen years ago, when the only ways to listen to a podcast were through a computer or by transferring it to an iPod, someone from Edison Research added a question about podcast listening to our annual study Infinite Dial study. Thanks to the foresight of that hero of an audio geek, Edison has a unique look at the history of the growth of podcast listening in the U.S.

And throughout that history, we have observed that the number of women podcast listeners has trailed behind the number of men listeners. In the earlier years of podcasting, the gap was significant (in 2008, the percent of women who ever listened to a podcast lagged behind men by 25%). Today, podcasters are inching toward closing that gender listening gap (in 2018, the percent of women who ever listen to podcasts only lags behind men by 9%), and we at Edison would like to provide some information that might help close the gap further. To do so, we’ll look at some of our previously published studies to take a closer look at the women in those data sets to understand podcasting’s role in women’s lives.

The Infinite Dial

The 2018 Infinite Dial® Study from Edison Research® and Triton Digital® covers the latest research in digital audio, social media, mobile, smart speakers, and podcast consumption. 2018 was, amazingly, the 20th anniversary of the Infinite Dial, making it the longest-running survey of digital media consumer behavior in America.

According to Infinite Dial, in 2018 just over one quarter (26%) of the 12+ U.S. population are monthly listeners. The Infinite Dial estimates show that men’s monthly podcast listening was flat from 2017 to 2018. While women are still behind men in monthly podcast listening, they did grow from 21% in 2017 to 24% in 2018 – which makes for an estimated 34 million women listening.

Women monthly podcast consumers overall are younger than the 12+ population, with 44% of them under the age of 35 compared to 37% in the total population. Women age 25-34 are the really sweet spot for podcasting listenership, with over a third of them saying they’ve listened to a podcast in the last month. There is still a lot of room for growth among in the other age groups, especially with women age 55 and older, with only 13% saying they’ve listened to a podcast in the last month.

Compared to the total population, age 18+, women podcast consumers have a higher annual household income. Fully 44% have a household income of $75,000, compared to only 38% of the total population. Women podcast consumers are also more likely to have obtained higher education than compared to the total population. Thirty-six percent of women who are monthly podcast consumers have attended at least some graduate school (vs. 23% of all Americans). So, women podcast listeners are pretty well-off and highly educated: two very sought after demographics for advertisers.

One number that we really see grow year after year is the amount of time these weekly listeners spend listening to podcasts. In 2018, women podcast consumers that reported listening in the last week (15% of U.S. women), listen to an average of 5 hours and 37 minutes of podcasts per week, which is up from 4 hours and 29 minutes in 2017. Women weekly podcast consumers listen to an average of seven podcasts per week, up from five per week in 2017. These data along with and in-person interviews with podcast listeners all indicate that when someone becomes a podcast listener, he/she spends a lot of time listening to podcasts. Edison Research’s Share of Ear® study looks more deeply at time spent listening.

SHARE OF EAR

Edison Research’s Share of Ear® quantifies the reach and time spent with of all forms of audio. It is the only single-source measurement that puts broadcast radio, Internet-only streaming audio, podcasting, satellite radio, TV music channels, and listeners’ own music collections together. More information about the study is available here.

Americans age 13+ spend an average of four hours per day listening to audio. When you break out those four hours, we see 46% of that time goes to AM/FM Radio listening, 14% to streaming audio, 12% owned music, and 3% to podcasts. But, what’s really powerful is when you look at the Share of Ear among women podcast listeners. As seen below, a whopping 27% of their listening goes to podcasting and AM/FM Radio listening drops to 24% of their time. So, when women start listening to podcasts, the majority of their overall listening time is dedicated to podcasts. But how do you convert non-podcast listeners into podcast listeners?

 

Podcast Listening Barriers study

While the Infinite Dial provides a lot of information about podcast listeners, and Share of Ear gives us an idea of how much women podcast listeners listen, we wanted to know more about those women who do not listen to podcasts. So, we conducted a separate survey with those who are familiar with the term podcasting, but are not listeners. That data has been previously released as part of Tom Webster’s “Podcasting’s Next Frontier: A Manifesto for Growth,” but we’ll, again, look at this data by women to better understand the roadblocks podcasters face in picking up never-before listeners.

While all the women who participated in the study said they were familiar with the term podcasting, 31% of them said they “don’t really understand what a podcast is.”

There is also a lack of a clear understanding about the technology needed to listen to a podcast. Thirty-eight percent of our women respondents said they “aren’t sure how to listen to podcasts” and 66% said they “don’t know where to start.” We have heard these sentiments repeated in multiple in-person interviews and focus groups with non-podcast listeners. In our interviews, women were overwhelmed by the number of choices. They need someone to curate and recommend to them what content they might like.

Three-quarters of women who do not listen said they don’t have a podcast app. We know that, indeed, most DO have a podcast app (at minimum Spotify or Pandora); they are just are unaware.

Pretty much all podcast listeners know that one can download and play a podcast later, but that information hasn’t been passed down to non-listeners: Sixty-eight percent of women familiar with the term “podcasts” but who do no listen thought that podcasts would use up their data plans.

Sixty-one percent said they would listen if there were topics they were interested in, and this could be a case where they are not familiar with the content that’s out there for them, or perhaps podcasters can do more to create content that appeals to women.

Sixty-percent of women familiar with podcast but don’t listen say “podcasts just aren’t for me.” Perhaps many of them are “music-only” people. We know from Share of Ear that not everyone likes speech-based audio. However, hearing such a large percentage of women saying “it’s just not for me” could just indicate that the podcasting industry has not done a good enough job in explaining what’s available to potential listeners.

So what will we see in 2019? Will we see that podcasting has finally closed the gap between men and women listeners when Edison Research and Triton Digital released the Infinite Dial in 2019? Will we see more women-focused podcasts and women-produced podcasts? Will there be more shows universally liked across all demos that are so appealing to non-listeners that they overcome some of the obstacles that have kept them from listening previously? We are not in the business of predicting the future at Edison, but we do have some recommendations to help close the gender listening gap.

First, explain the content, not the tech.  We have done qualitative research that shows quite clearly that non-listeners, even if they say they have heard of a podcast, don’t quite understand what a podcast is. So keep that in mind when you are telling someone why they should to listen to your podcast. In interviews with podcast listeners, people tell us that they listen because they enjoy learning new things because they connect with the hosts, they even tell us how the shows they listen to make them feel. Focus your messages on what you know makes your podcast great, and challenge yourself to write a version of your pitch that does not use the word “podcast.”

Second, get to know your listeners. How much do you know about your listeners? There are so many ways to learn and interact with them. Certainly knowing basic demographics will help you sell sponsorships. But, there are other ways to learn about them too. Listen to your listeners. Invite them to email their thoughts or send audio files or interact with them on social media. Build time into your day EVERYDAY to listen to your audience. If you understand your audience, you’ll learn how to better serve them, which in the end, will better serve you too.

Lastly, invite listeners into your club. You are more than a podcast. You are a club, a community, a group of like-minded people looking to connect. Have you ever met a stranger and somehow found out that you like the same podcast? Did you instantly feel like friends? It’s an amazing phenomenon. You need to think about your podcast as just touchpoint for your entire community of listeners.

Everyone wants to feel like they are a part of something. Allow people to be a part of your club. Ask them to do something more meaningful than rate your show or write a review. Maybe ask them to contribute ideas or perhaps there is a cause that is important to you and your listeners that you can support together. Be more than just a podcast by inviting others to join you in doing something. And if you can’t tell what your something is, then maybe you should work on that. Because the best shows out there are more than just shows.

 

 

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.