The Latino Podcast Listener Report 2021 en español

El número de latinos en EE.UU. que escucha podcasts se dispara durante la pandemia; aumento del 44% año tras año

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El Latino Podcast Listener Report 2021 de Edison Research encontró que el 36% de los latinos estadounidenses de 18 años o más (16 millones de personas) han escuchado un podcast en el último mes, lo que es un aumento del 44% en comparación con el 2020 (25%). Esto borra la diferencia con la población total de 18+ EE.UU., de los cuales el 40% son oyentes mensuales de podcasts. Nueva investigación muestra que este crecimiento dramático proviene tanto de oyentes dominantes en inglés como en español.  

El U.S. Latino Podcast Listener Report fue patrocinado por Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoroSXM Media, y realizada por Edison Research. Esta es la segunda publicación del informe. 

Un factor que puede haber contribuido a los cambios observados en el estudio más reciente es la pandemia de COVID-19. Más de la mitad (54%) de los oyentes mensuales latinos de podcasts dice que comenzó a escuchar podcasts durante la pandemia de COVID-19 (marzo de 2020 o después). Cuarenta y cuatro por ciento de los oyentes mensuales latinos cuya lengua predominante no es el español y el 57% de los oyentes mensuales latinos cuya lengua predominantemente sí el español, comenzaron a escuchar en el último año, lo que refuerza la idea de que el contenido disponible para los oyentes latinos es más accesible. 

El número de latinos estadounidenses que escuchan podcasts cada día ha aumentado drásticamente desde tiempos previos a la pandemia: el 21% de la población latina en EE.UU. indica escuchar podcasts diariamente, en lugar del 11% en el primer trimestre de 2020.  

Con respecto a la monetización de los podcasts, el 58% de los oyentes mensuales latinos de podcasts dicen que es probable que paguen una pequeña tarifa para omitir anuncios comerciales en los podcasts que escuchan. Seis millones de latinos estadounidenses dicen que es muy probable que paguen una pequeña cuota mensual para escuchar podcasts sin anuncios. A pesar de esto, los latinos de los EE.UU. muestran también una afinidad por las marcas anunciadas en podcasts latinos: el 75% dice que es probable que compren una marca que escucharon en un podcast presentado por latinos. 

Setenta y siete por ciento de los oyentes latinos en EE.UU. escuchan podcasts con un componente de vídeo. Cuarenta y uno por ciento de los oyentes de podcasts latinos en el EE.UU. dicen que prefieren consumir un podcast con audio y vídeo, mientras ven activamente el vídeo. Sin embargo, sólo un 8% escuchan podcasts exclusivamente mientras ven el video.    

Los oyentes latinos de podcasts también tienen hábitos y motivaciones únicos. Cuando escuchan podcasts en casa, el 49% pasan tiempo con familiares y amigos, más del doble de la población total (22%). Treinta y ocho por ciento de los oyentes latinos de podcasts en EE.UU. escuchan para mantenerse conectados con el país de origen de su familia.   

Los resultados del estudio se estrenaron en dos webinars el 13 de julio, uno en inglés y uno en español, presentados por Gabriel Soto, direcotr de investigación en Edison Research, y Martina Castro, CEO de Adonde Media. El Latino Podcast Listener Report es la primera y única investigación exhaustiva sobre los oyentes latinos de podcast en EE.UU.  

“Un montón de latinos adoptaron podcasts este año, y la pandemia al parecer tuvo mucho que ver con el crecimiento. Hemos visto algunas disparidades en la escucha de podcasts frente a la población total desaparecer, ya que la audiencia mensual latina se floreció. Laboraron mucho todos los que forman parte de esta hermosa comunidad — creadores, especialistas en marketing, los que trabajan para plataformas de podcasts y todos los demás en la industria – y esto realmente lo merecen.”, dijo Gabriel Soto 

Otros puntos clave destacadas sobre el estudio incluye:

  • 29% de los latinos estadounidenses son oyentes semanales de podcasts
     
  • 48% de latinos estadounidenses dicen que han escuchado un podcast principalmente en inglés (en comparación con el 36% en 2020) 
     
  • 33% de los latinos estadounidenses dicen que han escuchado un podcast principalmente en español (en comparación con el 24% en 2020).
     
  • 58% de los oyentes mensuales latinos en EE.UU. de podcasts son hombres, el 48% tienen entre 18 y 34 años de edad y el 35% son predominante en el idioma español 

Según Castro, “esta segunda ronda del estudio cuenta una historia matizada y emocionante de una comunidad diversa que está descubriendo podcasts rápidamente, y que está creciendo a un ritmo impresionante. Esta información muestra una vez más el valor de ser contados y exigen que la industria preste atención a los latinos como una valiosa población de oyentes, tanto en inglés como en español.”  

Esta tasa de escucha está aquí para quedarse, según los oyentes latinos de podcasts, ya que el 96% dice que es muy o algo probable que sigan escuchando podcasts después de que termine la pandemia.  

Para obtener más información sobre los socios de este estudio, visite Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoro, and SXM Media. 


Cómo se realizó este estudio 
Unas 2.500 entrevistas en línea se realizaron de mayo de 2021. 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 ponderaron según 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 2021. La encuesta se ofreció en inglés y español, y el 17% del total de encuestados tomó la encuesta en español. 

Sobre Edison Research
Edison Research lleva a cabo investigación a 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 espacio. Otra 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. 

 

### 

Para más información:
Gabriel Soto
Director of Research
Edison Research
gsoto@edisonresearch.com
(908)707-4707
www.edisonresearch.com 

 

The Latino Podcast Listener Report 2021

Number of U.S. Latino Monthly Podcast Listeners Soars; up 44% year over year

Click here to download the U.S. Latino Podcast Listener Report 2021 in English
Click here to download the U.S. Latino Podcast Listener Report 2021 in Spanish

Scroll down to view the webinar

The Latino Podcast Listener Report 2021 from Edison Research finds that 36% of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020 (25%). This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.

The U.S. Latino Podcast Listener report was commissioned by Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoroSXM Media, and was conducted by Edison Research. This is the second annual release of the report.

One factor may have contributed to the changes seen in the most recent study: the COVID-19 pandemic. Over half (54%) of Latino monthly podcast listeners say they began listening to podcasts during the COVID-19 pandemic (March 2020 or after).  Forty-four percent of non-Spanish dominant U.S. Latino monthly podcast listeners and 57% of Spanish-dominant U.S. Latino monthly podcast listeners began listening within the last year, which reinforces the idea that available content for Latino listeners is increasing.

The number of U.S. Latinos reached daily by podcasts has increased dramatically since pre-pandemic times, with 21% of the U.S. Latino population being reached by podcasts each day, up from only 11% in Q1 2020.

Regarding monetization of podcasts, 58% of U.S. Latino monthly podcasts listeners say they would be likely to pay a small fee to avoid hearing ads on the podcasts they listen. Six million U.S. Latinos say they would be very likely to pay a small fee to listen to ad-free podcasts. In the current ad-based environment, though, U.S. Latinos show an affinity for brands advertised on Latino podcasts — 75% say they are likely to purchase a brand on a podcast hosted by Latinos.

Seventy-seven percent of U.S. Latino podcast listeners listen to podcasts with a video component. Forty-one percent of U.S. Latino podcast listeners say they prefer consuming a podcast with audio and video, while actively watching the video.

Latino podcast listeners also have unique listening habits and motivations. When they listen to podcasts at home, 49% are spending time with family and friends – more than double that of the overall 18+ population (22%). Thirty-eight percent of U.S. Latino podcast listeners listen to stay connected with their family’s country of origin. 

Findings from the study debuted in two webinars on July 13, one in English and one in Spanish, presented by Gabriel Soto, Director of Research at Edison Research, and Martina Castro, CEO of Adonde Media. The U.S. Latino Podcast Listener Report is the only comprehensive research on Latino podcast listeners in the United States.

“Last year’s study put so much emphasis on the upside for podcast listening growth among Latinos, but these new findings surpassed our expectations in just one year,” said Soto. “The number of monthly podcast listeners among U.S. Latinos soared. And it didn’t just take a pandemic, but everyone a part of this beautiful community — creators, marketers, platforms and everyone else in the industry. We are happy we got to measure the fruits of the labor of so many, and we’ll continue doing so – the ceiling is high.”

Other key findings from the study include:

  • 29% of U.S. Latinos are weekly podcast listeners
  • 48% of U.S. Latinos say they have ever listened to a podcast mostly in English (up from 36% in 2020)
  • 33% of U.S. Latinos say they have ever listened to a podcast mostly in Spanish (up from 24% in 2020)
  • 58% U.S. Latino monthly podcast listeners are men, 48% are age 18-34, 35% are Spanish-language dominant

According to Castro, “This second round of the study tells a nuanced and exciting story of a diverse community that is quickly discovering podcasts, and that is growing at an impressive rate. This data once again shows the value of being counted and demands that the industry pay attention to Latinos as a valuable demographic of listeners, both in English and en español.”

This listening will likely not go away, according to U.S. Latino podcast listeners, as 96% say they are very or somewhat likely to continue to listening to podcasts once the pandemic ends. 

For more information on the partners in this study, please visit Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoro, and SXM Media.


How This Study Was Conducted
Online interviews were conducted with 2,500+ U.S. Hispanic/Latino adults age 18+ in May 2021. The data was weighted to the age/sex/country of origin of U.S. Hispanic/Latino population and The Infinite Dial 2021 podcast listening statistics. The survey was offered in English and Spanish, and 17% of total respondents took the survey in 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.

 

The Smart Audio Report Australia 2021

Smart Speaker Ownership on the Rise in Australia as Households Acquire More Devices; 24% of smart speaker households own three or more

Click here to download The Smart Audio Report Australia 2021

Scroll down to watch a replay of the presentation 

The new Smart Audio Report Australia finds that 24% of smart speaker households own three or more of the devices, compared with 13% of smart speaker households that had three or more of the devices in 2020. Currently, smart speaker households in Australia own an average of 1.9 of the devices. 

The Smart Audio Report Australia 2021, the first robust study of smart speaker usage, attitudes, and behavior, was commissioned by major sponsor Commercial Radio Australia (CRA), with TalkVia, and conducted by Edison Research. Findings were presented in a webinar by Megan Lazovick, Vice President at Edison Research, and Jaime Chaux, Head of Digital at Commercial Radio Australia. 

Over one-quarter (26%) of Australians age 12+, around 5.6 million people, now own a smart speaker — a 53% jump from 17% ownership last year. 

Smart speaker user satisfaction and intention to purchase is high, with the potential of 8.7 million devices being added to Australian households, according to the study. Of those in Australia who already own a smart speaker, 88% use them in a typical week, and 67% use them daily. Sixty-one percent of smart speaker owners plan on purchasing another one of the devices in the future, and 38% of smart speaker non-owners say they are very or somewhat likely to purchase one in the next six months.  

Smart speaker ownership in Australia is quickly catching up to ownership levels in the U.S. In 2018, only 5% of Australians owned a smart speaker compared to 18% of those in the U.S. In 2021, the gap has narrowed with 33% of those in America owning a smart speaker compared with 26% of those in Australia. 

Voice assistant technology allows users to interact with brands:  49% of Australians have used some type of voice-assistant to interact with a brand, product, or service, or commence or complete a purchase. 

Smart speakers allow listeners to multi-task and they provide audio to complement everyday life: In a typical week, 67% of smart speaker owners listen to the device while doing chores, 63% listen while cooking, and 57% listen when entertaining.  

“Smart speakers have fundamentally changed the way people interact with media. The technology is influencing usage on other devices such as the smartphone.” said Lazovick, “It is a good bet that the Australian population will continue to grow more comfortable with this technology and opportunities will grow for those in audio and advertising if they embrace smart audio too.” 

Commercial Radio Australia chief executive officer Joan Warner said: “The increasing prevalence of smart speakers in Australian households extends access to radio to more places and more devices and demonstrates that consumers value audio and are open to the increasing possibilities of voice tech.” 

The study also shows that smart speakers are changing the way people interact with other technology: 49% say they are using their voice-operated assistant on their smartphone more since getting a smart speaker, and 40% say they spend less time with other technology since getting their smart speaker.

Other key findings from The Smart Audio Report Australia include:  

  • Smart speakers seem to be especially useful for parents: Fifty-one percent of those with children in the household said they reducing screen time was a reason they purchased a smart speaker, and 69% agree that the devices have made it easier to entertain children.
  • 61% of smart speaker owners plan to purchase another smart speaker
     
  •  59% of smart speaker owners agree that they are listening to more audio since they got their smart speaker.
     
  • Google continues to dominate the smart speaker market in Australia: 24% own a Google smart speaker, 3% own an Amazon smart speaker, and 1% own an Apple HomePod. 


How the study was conducted: The Smart Audio Report Australia is based on a national online survey of 5,000 adults age 18 and older in Australia, conducted April 19, 2021 through May 5, 2021. Additional data was taken from The Infinite Dial Australia from Commercial Radio Australia, Southern Cross Austereo/LiSTNR, Triton Digital, and Edison Research. 

 

The Number of Americans Paying for Audio Subscriptions Has Doubled Since 2015

Edison Research recently published a fascinating tidbit from our Share of Ear® series: The portion of the American population that is paying for an audio subscription of some kind has doubled since 2015, and is now almost half of everyone (47%).

There is a lot that is contributing to this growth.  First, it’s important to emphasize this is not a measure of subscriptions, it is a measure of people. If two people share a log-in or an account, that’s one subscription but two people who would say “yes” to subscribing.

The biggest factor is almost assuredly the transfer of monies that once went to purchasing physical music product (think CDs) that now goes to paid music subscriptions to Spotify, Apple Music and others.

Nearly as crucial to the rise is the ever-growing factor of SiriusXM.  By far the largest single subscription audio product in the U.S., every year it just keeps adding to its base as new cars roll off the lot.

Even smaller niche products like Audible add to the picture, and the coming wave of podcast subscription products may tempt even more people to start paying for an audio product.  The number will almost surely pass 50% of Americans paying something for audio in the next year or two.

Here are some things one might want to ponder:

It’s not that many years ago that this number would have been essentially zero.  Satellite Radio really pioneered the space, and it didn’t exist in the 20th Century.

Audio joins the long list of products that once were ‘free’ (at least for the cost of a transistor radio or the car that surrounded it, or for the internet connection one was already paying for), which people now choose to pay for.  Just like bottled water.  And of course first cable and satellite television and then streaming video.

Even when competing with “free”, as always these products come down to value.  If you really wanted your MTV, you paid for cable.  If you really want on-demand music or products without commercials or just more choice or convenience, these subscriptions are really not so expensive as to inhibit purchase for a lot of people.  And it’s likely that the incredible growth of Netflix and other video products have trained consumers to pay a few bucks a month for things they like.

One of broadcast radio’s primary sales arguments has long been that it is free.  And while this remains true, it is clearly a diminishing selling point.  The at-times extreme level of commercial content that many American radio stations run has probably helped change the value proposition around commercial-free products.

Bauer Media, one of the main broadcast radio companies in the U.K., is now offering a subscription service of their own.  For a small monthly fee, a consumer can now stream all the Bauer stations with no commercials plus access other exclusive content.  This seems an ingenious strategy that American commercial radio companies should at least be considering.

One of the biggest mistakes in business (a mistake I have made myself) is assuming that under no circumstances will people pay for something they already get for free. In a rather short period of time, almost 90% of American households went from only getting television from “rabbit ears” to signing up for cable or satellite, because the value was there.

Think about the audio space.  Between illegal downloads of digital music and broadcast radio, there has long been tons of ‘free’ content available.  And yet, people pay.  Endless billions of dollars — as long as they continue to provide value.

Work-From-Home Leads to Enormous Shift in U.S. Audio Consumption

As a significant share of American workers shifted to at-home employment in 2020, naturally their audio consumption patterns were deeply affected as well. Data from Edison Research’s Share of Ear® survey allows its clients to quantify those shifts and also to predict how things might shift again if and when people go back to commuting to offices and other work locations.

  

In addition to previous data releases that showed a massive shift in the total share of all audio consumed at home, the latest Share of Ear release shows a clear difference in listening between those working primarily at home vs. those not working from home. 


Among employed persons who work from home, nearly three-quarters of their total audio consumption (72%) happens at home. Meanwhile, among those who work away from their homes, only 29% of their listening happens at home.
Share of Ear subscribers recently received an extensive report detailing all the ways audio has changed in the last year under so many COVID-related disruptions. Included are details on the work-from-home cohort, as well as many insights into how the pandemic changed audio over the last year. 

 

 

Share of Ear has tracked the growth of audio consumption since 2014 and has always tracked listening location as part of that dataset. The study has now added a measure of those U.S. adults who are employed and work primarily from home, and those who are employed and do not work primarily from home, leading to new insights. 

 

“We knew from Share of Ear data in 2020 that a tremendous amount of listening had shifted to home as a result of quarantine restrictions. While almost everyone was spending at least some increased time at home during the pandemic, it is those who shifted their work to their homes who drove the biggest changes,” said Director of Research Laura Ivey. “We also saw audio consumption rise on computers and other devices such as internet-connected televisions, so we can see that at-home workers are using various audio devices at home.” 

 

As quarantine restrictions continue to evolve and the American workforce continues to adapt to workplace changes, Share of Ear® will continue to track these findings.