Americans are spending less of their total listening time with YouTube in 2020, and YouTube as an audio-only source is reaching fewer Americans in 2020, according to two updated datasets from Edison Research.
Known as the birthplace of the eponymous YouTube star as well as many a viral challenge, YouTube also functionally serves as a music delivery source.The latest Share of Ear® data from Edison Research shows that Americans now spend 9% of their time spent listening to audio sources with YouTube, down from 11% in 2018. The decrease is driven primarily from younger demos, as those in the U.S. age 13-34 now spend 16% of their total audio time with YouTube, down from 20% in 2019.
Not only is time spent listening to YouTube as an audio source lower year over year, but YouTube as a source for music or music videos is reaching fewer Americans according to The Infinite Dial® from Edison Research and Triton Digital. 2019 was a bit of a milestone for the YouTube measure, as 50% of those in the U.S. age 12+ had listened to music on YouTube in the last week. In 2020, 44% of the total U.S. population reported having used YouTube for music in the last week.
This decrease in reach is also driven by younger demos, as was the case with time spent listening, as the number of 12-34-year-olds using YouTube for music in the last week fell 14% year over year, to 60% from 70%. Usage by 35-54-year-olds was down slightly to 53% from 56% year over year.
As both Share of Ear and Infinite Dial have catalogued enormous gains for YouTube for music listening over the last decade, it is of note that we see some diminishment for the first time corroborated in both surveys. (Note: data points from both surveys were captured prior to the onset of widespread COVID-19-related disruptions.)
Un cuarto de los latinos en Estados Unidos son oyentes mensuales de podcasts
El primer Latino Podcast ListenerReportpublicado por Edison Research
El Latino Podcast ListenerReport realizado por Edison Research concluye que el 25% de latinos a partir de los 18 años de edad enEE.UU.han escuchado un podcast en el último mes, y el 45% de los adultos latinos en EE.UU.han escuchado un podcast alguna vez. El estudio también muestra aumento en la escucha de podcastdesde el brote de COVID-19 para más de la mitad de los adultos latinos.
El Latino PodcastListenerReport 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 estrenaronen dos webinars el 30 de junio, uno en inglés y uno en español, los que fueron presentados por Gabriel Soto, encargado de investigaciónen 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 dondenopredomina el españolha escuchado un podcast en el último mes,en comparacióncon el26% de latinos en hogares dondesí predomina en español.
Además, el 20% de latinosen EE.UU.cuya lengua predominante no es el español, han escuchadoun podcast en la última semana. El porcentaje esta igualentre los latinos cuya lengua predominante sí es el español (20%).
Sin embargo, entre los oyentes mensuales de podcast, hay algunas diferenciasentre los dos grupos de lengua predominante. En particular, un 70% de los oyentes — cuya lenguapredominante 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%tienenentre 18-34años, y el 47% pertenecen a la primera generación de su familia nacida enEE.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 fuentemás 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
ElLatino 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 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 TheInfinite Dial 2020.
Share ofEar® 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 Researchlleva a caboinvestigacióna travésde encuestas y proporciona información estratégica a muchos clientes, los que incluyenActivision, 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 deinvestigación sobre podcastsmás destacadaen 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 realizadoinvestigación 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 elNationalElection Pool, realizando encuestas de salida y recopilando cuentas de votos para hacer proyecciones y analizar los resultados de cada primaria presidencial y elección general.
https://www.edisonresearch.com/wp-content/uploads/2020/06/Wordpress-featured-image-template-LatinoPodcastStudy.png24134292Edison Researchhttp://www.edisonresearch.com/wp-content/uploads/2014/06/edison-logo-300x137.jpgEdison Research2020-06-30 18:44:312020-07-06 17:25:00Latino Podcast Listener Report en Español
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 Report fromEdison Research finds that25% 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 showsincreases in podcast listening for over half ofU.S. Latinos age 18+ since the outbreak of COVID-19.
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 Researchand commissioned by Adonde Media, Lantigua Williams & Co., Libsyn, NPR, 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 tocorrelate with the likelihood to be a monthly or weekly listener to podcasts, though: 25% of all U.S. Latinos in non-Spanish–language 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-Spanish–language dominant households have listened to a podcast in the last week, which is the same number (20%)asthose in Spanish-languagedominant 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 listeners, 55% are male, 50% are 18-34, and 47% identify asthe 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 podcastin the last month and 49% listened to a Spanish podcastin 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
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.
Somerville, N.J. (June 4, 2020) Edison Research today released the latest update of theirShare 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 48.5% of 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 theQuarter 1 2020 report to this new update. During COVID-19 restrictions, 5.4% of all time spent with audio was with podcasts, upfrom 4.3% in Q1. While 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®.
https://www.edisonresearch.com/wp-content/uploads/2020/06/SOE-Q2-Locations.png16883000Edison Researchhttp://www.edisonresearch.com/wp-content/uploads/2014/06/edison-logo-300x137.jpgEdison Research2020-06-15 16:59:012020-06-16 14:32:18Share of time spent listening to audio at home in the U.S. increases 44% during COVID-19 disruption
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.
