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.

 

 

Comedy, News, and Society and Culture Podcasts Most Listened-to Genres in Podcasting

Client response to the first delivery of our new Podcast Consumer Tracker has been tremendous, and we’ve gotten lots of great suggestions for future enhancements as we continue to evolve this study into the industry standard for measuring the podcast universe from the listener’s perspective. One suggestion, however, was so good, that we didn’t want to wait to incorporate it—and it’s one that we wanted to share publicly. The Podcast Consumer Tracker is the only comprehensive measure of what podcast consumers are listening to (not downloading) and we are continuously collecting data on thousands of podcasts. Since we are getting specific podcasts listened to by our sample of weekly consumers, it was a simple task to match our list with the podcast genre data that podcasters provide in their RSS feed (we chose Apple’s genre categories for consistency.) 

And so, for the first time ever, here are the podcast genres with the greatest reach amongst U.S. weekly podcast consumers. A couple of notes. First of all, the Podcast Consumer Tracker measures humans—not downloads. The 36% listed for Comedy, for instance, is NOT the percentage of podcasts downloaded. Rather, this data shows the percentage of weekly podcast consumers who listened to at least one comedy podcast in the last week.  Also, these figures do not represent any kind of compositional or share data–people can and do listen to podcasts from multiple genres. For more on the differences between reach (what we measure) and downloads, here’s a deeper dive on the topic

The Edison Research Podcast Consumer Tracker is the only source for this data. Thanks to Wondery’s Hernan Lopez for the suggestion!

For more information on a quarterly subscription to the Podcast Consumer Tracker, contact Tom Webster at twebster@edisonresearch.com

Edison Research Announces Delivery of the First Podcast Consumer Tracker Report

Quarterly study provides audience research and comparative performance metrics for leading podcast networks

SOMERVILLE, N.J., November 20, 2019 (Newswire.com) – Edison Research has delivered to clients
the first and only comprehensive measure of the comparative reach of America’s top podcast
networks, the Podcast Consumer Tracker. Edison, the leading podcast research company in the world, has been studying this rapidly evolving medium since 2006, and the Podcast Consumer Tracker represents the first successful endeavor to present a unified look at audience information at the publisher/network level. The Podcast Consumer Tracker also contains competitive intelligence, audience demographics, and sales targeting information for podcast publishers and networks. The Podcast Consumer Tracker from Edison currently has 10 charter subscribers, including NPR, PodcastOne, Wondery, ESPN, WarnerMedia, and other significant publishing and agency partners. The study is based on a continuous sampling of consumers who have listened to a podcast in the last week. Comparative rankings of publisher networks are available only to subscribers.

Among the findings of the first report:

The Joe Rogan Experience is the leading podcast in terms of reach amongst weekly podcast consumers.

There are significant content consumption differences between iPhone and Android users, rendering “Top Podcast” charts derived exclusively from users of either to be unrepresentative of total listening behavior.

While the study tracks the relative reach of the top podcast networks, 54% of weekly podcast consumers have listened to an unaffiliated, independent podcast in the last week.

“This is the first study in the podcast space to tackle a universal measure of reach,” notes Edison SVP Tom Webster. “There are, of  course, various charts of downloads that cover parts of the overall universe, but those either reflect only a portion of the podcast audience, or they only measure publishers that opt-in. The Podcast Consumer Tracker’s goal is a truly inclusive measure of the comparative penetration of the leading publishers and networks. In that, we have been highly successful.”

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. Notable reactions to the premiere of the Podcast Consumer Tracker include the following: “Understanding our audience and the exploding audio landscape is so important to us as we create new podcasts. Edison’s new Podcast Tracker is another great tool that helps us understand NPR’s impact with our listeners and in the podcast market overall.” – Anya Grundmann, SVP for Programming and Audience Development, NPR

“We have a lot of tools in the podcasting universe to give us download metrics, but this is really the only tool that gives us the complete picture of our reach in the U.S., and what our total audience really looks like.” – Hernan Lopez, Founder and CEO, Wondery

“Edison Research has provided valuable information for the podcast industry for years, and we’re thrilled to be a part of the Podcast Consumer Tracker to continue building our podcast business and deliver value to our clients.” – Tyler Moody V.P./G.M., WarnerMedia Podcast Network

“As the importance of the podcast medium grows to creators, consumers, and companies advertising in the space, ESPN is happy to help lead the effort that brings more knowledge to the marketplace.” – John Fitzgerald – V.P. Multimedia Sales, ESPN

Fielding is currently underway for the second quarterly report in the series, to be delivered in January 2020. More information is available at https://www.edisonresearch.com/the-podcast-consumerquarterly-tracking-report/.

For more information, contact:
Tom Webster
Senior Vice President
Edison Research
twebster@edisonresearch.com
908-707-4707

Original Source: www.newswire.com

Super Listeners 2019 from PodcastOne and Edison Research

Weekly podcast listeners who consume more than five hours of podcasts per week are the subject of the first-ever Super Listeners study from PodcastOne and Edison Research. These podcasting “Super Listeners,” podcasting’s heaviest listeners, have emerged as valuable targets for advertisers and trusted allies for podcast sponsors according to this groundbreaking study.

• Seventy percent of Super Listeners say they have considered a new product or service as a result of hearing an ad on a podcast.

• More than half (57%) of Super Listeners consume more than 8 hours per week of podcast content, which means their potential exposure to podcast advertising is high relative to the rest of the podcast audience.

The topline findings from the study were debuted last week at the IAB Podcast Upfront in New York, and complete findings were presented in a live, online presentation earlier today by PodcastOne CEO Peter Morris and Edison Research SVP Tom Webster.

According to Edison Research Senior Vice President, Tom Webster, “We were very eager to look at the heaviest users of podcasting as a kind of “early warning system” for the efficacy of podcasting advertisement, since they will have had more exposure to podcast advertising than anyone. What we found was that not only don’t they mind podcast ads—they actually have a very positive effect, which is even more remarkable when you consider that Super Listeners are otherwise engaging in active ad avoidance behavior.”

“As the industry leader, we wanted to provide this first of its kind study to deliver meaningful details on the habits of podcasting’s most loyal consumers. We believe this will be a great benefit to the industry as a whole,” said PodcastOne CEO, Peter Morris. “Edison is the recognized authority for research in podcasting. We’re proud to be the first podcast company to work with them, beginning when PodcastOne was founded in 2012, and continue to do so to ensure our advertising partners receive the best audience insights and analysis to maximize their campaign goals.”

• Despite the fact that 50% of Super Listeners are actively trying to limit their exposure to commercials across all video and audio platforms, 44% agree that they pay more attention to advertising on podcasts than other media, and 37% say podcasts are the best way for an advertiser to reach them.

• Six in ten Super Listeners appreciate podcast advertisers for supporting their favorite podcasts, and 44% say they think more positively about companies that advertise on the podcasts they regularly listen to.

• Super Listeners identify podcasts as the mainstream medium least likely to have too many ads; however, nearly half (49%) indicate that they have noticed an increase in podcast advertising over the last year. Thirty-five percent of Super Listeners perceive that advertising breaks in podcasts have gotten longer; 59% believe that they have not changed. Thus, the industry must be cognizant to maintain the premium element of these ads.

This industry-wide study showcases the power of podcasting’s most active consumers, including how they react to advertising, the role ads play in their listening experience, and what the industry must be cautious about in maximizing advertising impact. The presentation is now available for download and the webinar is available for viewing.

Click here to download Super Listeners 2019 from PodcastOne and Edison Research.

For more information, visit PodcastOne or Edison Research.

About PodcastOne
PodcastOne, (www.PodcastOne.com) the nation’s leading advertiser-supported podcast network, was founded by Norman Pattiz, founder of radio-giant Westwood One. The network currently hosts more than 300 of today’s most popular podcasts, including Adam Carolla, Shaquille O’Neal, Steve Austin, Kaitlyn Bristowe, Dan Patrick, A&E’s Cold Case, Spencer and Heidi Pratt, Tip “T.I.” Harris, Scheana Shay, Heather and Terry Dubrow, Jim Harbaugh, Ladygang, Dr. Drew, Chael Sonnen, Rich Eisen, Barbara Boxer and hundreds more.

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.