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. 

Share of time spent listening to audio at home in the U.S. increases 44% during COVID-19 disruption

Somerville, N.J. (June 4, 2020) Edison Research today released the latest update of their Share of Ear® report to clients, based on interviews conducted during the middle of May, 2020.   

While most of the findings are exclusive to Share of Ear subscribers, Edison is releasing several interesting data points for the audio industry to consider since the data provides insight into U.S. listener behavior during COVID-19 restrictions. 

Listening moved to the home; share increased by 44%
Edison Research measures the location of all listening, and the table below shows the share of time spent with audio by location. Findings show that while total time spent listening was only slightly lower during the COVID-19 disruptions in the United States, there was a considerable shift in where that audio consumption happened.  While 48.5of all listening occurred at home before COVID-19 (and this finding has been very consistent since Share of Ear began in 2014), 70.0% of all listening was at-home in May.  All three other locations – car, work and ‘other’ — dropped. 

“It’s important to recognize that our survey asks where the respondent is when they are listening to audio – not what they are doing,” said Edison Research director Laura Ivey.  “The shift to ‘work-from-home’ for so many, especially office workers who tend to spend a lot of time with audio, is clearly reflected.” 

 

Podcasts and Smart Speakers Achieve New All-Time High Shares of Ear 

The enormous changes in daily life for so many Americans led to changes in what people are listening to and what device they are using to access their audio. 

Podcasting’s Share of Ear jumped significantly – up 26% from the Quarter 1 2020 report to this new update. During COVID-19 restrictions, 5.4% of all time spent with audio was with podcasts, up from 4.3% in Q1While podcasting share increases with every update, this represents an all-time high for podcast listening share of all audio. 

Smart Speakers also hit a new high, with its share leaping by more than 40% (albeit from a relatively low base). During COVID-19 restrictions, 5.3% of all time spent with audio was through a smart speaker, up from 3.7% in Q1. 

“The movement of so much listening to the home changed the shares of many platforms and devices,” said Ivey.  “It will be fascinating to see how these numbers continue to develop as American life evolves during and, eventually, after this pandemic period ends.” 

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

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.

The Infinite Dial 2020 Canada

Click here to download The Infinite Dial Canada 2020 from Edison Research and Triton Digital in English

Click here to download The Infinite Dial Canada 2020 from Edison Research and Triton Digital in French

Scroll down to view a replay of the webinar.

Podcast consumption levels in Canada are now equal to those in the United States, according to The Infinite Dial® 2020 Canada, the third annual comprehensive study of digital media behavior in Canada, from Edison Research and Triton Digital®. 

Thirty-seven percent of Canadians age 18 and older are monthly podcast listeners (compared with same estimate in the U.S.37% age 18+) and 24% of those in Canada age 18+ are weekly podcast listeners (compared with 23% of those in the U.S. age 18+).  

These and other findings were presented by Tom Webster, Senior Vice President from Edison Research, the leading provider of high-quality survey research about audio in the U.S. and worldwide, and Stephanie Donovan, SVP, Publisher Development North America at Triton Digital, the global technology and services provider to the digital audio and podcast industry, in an online presentation earlier today. 

significant number of Canadian adults are consumers of online audio, as the study found that 70% have listened to some type of online audio in the past month (compared with 67% in the U.S.) and 60% have listened to online audio in the past week (compared with 58% in the U.S.). 

Despite these high online audio reach numbers, online audio has not yet made its way into the car for most Canadians. Of those in Canada age 18+ who have driven or ridden in a car in the last month, 18% have listened to online audio in-car, compared with 33% of those in the U.S. Fifty-seven percent of adults in Canada use AM/FM radio most often as their in-car audio source while 27% use owned music (including owned digital files) most often in-car, followed by SiriusXM at 7%, online audio at 4% and podcasts at 4%. 

Sixty-nine percent of adults in Canada have listened to AM/FM radio in the past week, and 14% of adults in Canada have listened to AM/FM radio online in the past week.

Regarding smart speaker ownership, the study found that 26% of those in Canada age 18+ own at least one smart speaker, and of those owners, 42% own two or more devices. 

According to Tom Webster, Senior Vice President at Edison Research, “We observed some strong gains in many of our key audio metrics, from podcasting to smart speaker ownership. Canada is amongst the leaders in the world in terms of digital audio consumption.”

“We are proud to once again unveil the latest insights and trends around media usage and consumption in Canada,” said Stephanie Donovan, SVP, Publisher Development North America at Triton Digital. “Broadcast radio listeners remain loyal to the brand, but with one in five Canadians having listened to broadcast radio online in the last month, it’s clear the technology through which they choose to consume is changing.” 

Other key The Infinite Dial® 2020 Canada findings include: 

  • At-home is where most Canadians have consumed a podcast. Eighty-one percent of podcast listeners in Canada age 18+ have listened to a podcast at home and 40% have listened in a car/truck
     
  • 80% of adult Canadian podcast consumers listen to all or most of a typical podcast episode
     
  • Half of adult podcast listeners in Canada have listened to a podcast from a public radio producer
     
  • 14% of those in Canada age 18+ own a Google Home smart speaker, 11% own an Amazon Alexa, and 3% own an Apple HomePod
  • The dominant brand of online audio is Spotify, with 28% of Canadian adults listening to Spotify in the past month, compared with Apple Music at 13% and Google Play Music at 11%. Of those who use various online audio brands, 37% say they use Spotify most often. 

The Infinite Dial survey, conducted in the first quarter of 2020 before the COVID-19 pandemic, is a high-quality telephone survey and uses a nationally representative survey of 1,076 people in Canada age 18 and older. The sample is a random probability telephone sample, comprised of both mobile phones and landlines. The data is weighted to 18+ population figures.

The Infinite Dial study is the longest-running survey of digital media consumer behavior in the U.S. and now includes studies in Australia, Canada, Germany, and South Africa. 

 

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.

About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 45 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 and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. 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 2020 Australia

Radio Listening in Australia is Resilient; PodcastOnline Audio Listening Grows

Click here to download The Infinite Dial 2020 Australia

Scroll down to view The Infinite Dial 2020 webinar

The audio landscape in Australia is defined by growth in internet-only audio listening and podcast listening, while traditional radio listening remains strong. These findings are part of The Infinite Dial® Australia 2020, a comprehensive study of digital media behavior in Australia released today by Edison Research, the leading provider of high-quality survey research about audio in the U.S. and worldwide.  The study was fielded before the COVID-19 disruptions. 

The Australian Infinite Dial Study is commissioned by Commercial Radio Australia (CRA)Southern Cross Austereo (SCA) via their PodcastOne subsidiary, and Triton Digital, the global technology and services provider to the digital audio and podcast industry.  This marks the fourth annual release of the study in Australia, and is part of the continued expansion of The Infinite Dial®.  The study is the longest running survey of digital media consumer behavior in U.S.and now includes surveys in Canada, Germany, and South Africa. 

AM/FM/DAB+ radio content, including live content and catch-up podcasts, continues to reach large numbers of those in Australia age 12+. Eighty-five percent of those in Australia age 12+ have listened to at least 15 minutes of AM/FM/DAB+ live content or catch-up podcasts in the last month, down minimally from the 87% recorded last year. Over-the-air remains the preferred delivery mechanism of such content80% of those in Australia age 12+ have listened to AM/FM/DAB+ content overtheair in the last weekTwelve percent of those in Australia age 12+ have listened to AM/FM/DAB+ content online in the last week.

“For radio, the findings underscore the importance of being easily accessible on multiple platforms and devices as consumer behavior evolves, but ultimately it’s the content and unique service radio offers that drives listener loyalty,” said Joan Warner, chief executive officer of industry body Commercial Radio Australia.

Reported time spent listening to online audio has increased for the fourth year in a row. Online audio listeners in Australia age 12+ spend an average of 12 hours and 37 minutes listening to online audio per week, up from just over 11 hours last year. The smartphone is the device the vast majority of online listeners use to listen, with 83% of those in Australia age 12+ saying they use a smartphone to listen to online audio. Fourteen percent of those in Australia age 12+ say they use a smart speaker to listen to online audio, up from 8% last year.  

One-quarter of those in Australia age 12+ have listened to a podcast in the last month, up from 22% in 2019, yet still behind 37% of those age 12+ who are monthly podcast listeners in the U.S. Awareness of podcasting in Australia surpasses what is seen in the United States, as 87% of Australians are familiar with of podcasting compared to 75% of Americans.

“Australia continues to be one of the most exciting markets in the world for online audio and podcasting,” said John Rosso, President of Market Development at Triton Digital. “We are pleased to partner once again with Edison Research, CRA and SCA to unveil another year of insights and trends.”

Smart speaker awareness continues to grow, with 85% of those in Australia age 12+ being aware of smart speakers, and this year’s report shows 17% of those age 12+ own one of the devices (up from 14% last year). The number of smart speaker owners who own two of the devices has almost doubled since last year’s survey: 32% of smart speaker owners own two devices compared to 16% in 2019. 

“Each year we have performed The Infinite Dial Australia we have seen how audio is changing and adapting to new technologies,” says Edison Research president Larry Rosin.  While podcasting and smart speakers, along with other new developments, continue to see growth, Australia also has an extremely resilient broadcast radio industry that outperforms as compared to what we see from other countries around the world.  We are proud that all players in the audio space can use this information to help guide their understanding of this dynamic sector.”

According to John Musgrove, Head of Research and Insights at SCA“In its four years the Australian Infinite Dial® report has become as much a currency for the industry as the oftquoted U.S. version. Comparing the two countries indicates how healthy the Australian audio industry is and how strong and consistent its growth continues to be regardless of other challenges. Audio goes with us all day, every day, and this report confirms how broadly Audio accompanies and impacts Australian lifestyles.”

Other key Infinite Dial 2020 Australia findings include: 

  • Athome is the location most Australians have consumed a podcast. Eighty-one percent of podcast listeners in Australia age 12+ have listened to a podcast at home and 45% have listened in a car/truck.
  • 85% of podcast listeners in Australia age 12+ most often listen to podcasts on their smartphone/tablet or portable device, 11% listen to podcasts most often on their computer, and 3% listen most often on an in-car entertainment system. 
  • Of the total 12+ population in Australia, 14% own a Google Home smart speaker, and no other smart speaker brands have more than 1% ownership.
  • 33% of those in Australia age 12+ who have driven or ridden in a car in the last month have used an online audio streaming service, up from 26% last year and just 8% two years ago.
  • AM/FM/DAB+ is the audio source used most often in car: 66% of those in Australia age 12+ use AM/FM/DAB+ most often. Eleven percent listen to owned music most often and 19% listen to internet-only audio most often.

The Infinite Dial® survey, conducted in the first quarter of 2020 before the COVID-19 pandemic, is a high-quality telephone survey and uses a nationally representative survey of 1,014 people. The sample is a random probability telephone sample, comprised of both mobile phones and landlines, of all Australians ages 12 and older. The data is weighted to 12+ population figures.  

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.