podcast

The Leading Podcast Research Company In The World

Edison Research data powers many of the most listened-to podcasts in the world, and our industry studies on consumer behavior, demographics, and monetization of podcasting are used by scores of successful companies in the space. Edison’s leadership in podcasting has driven the most influential studies of the medium, including the following:

…and many more. Edison has been continuously researching podcasting since 2005, and our data on podcast consumption is relied upon by thousands of podcasters all over the world. In addition to our regular stand-alone reports on podcasting, we have coved the medium in our Infinite Dial series since 2006, and have also been measuring podcasting’s overall Share of Ear® since 2014. In addition, we have provided private research and consultation services for many of the leaders in the podcasting space, including these companies:

Here’s how we can help you:

NEW: The Podcast Consumer Quarterly Tracking Report

Edison has just announced a first-of-its-kind quarterly tracker of podcast consumers and the networks (and leading shows) they listen to. Learn more about the Podcast Consumer Quarterly Tracking Report here.

Audience Research

Edison can provide your podcast with credible research to provide crucial information on the demographics of your audience. Podcasts reach a highly targeted audience with great efficiency, and an Edison-backed survey of that audience will provide advertisers, agencies, and media buyers with the information they can trust.

Brand Lift Studies

Edison partners with networks, shows, and leading brands to determine the real, measurable impact of podcast advertising campaigns. Our process involves executing methodologically sound pre- and post-campaign surveys, using industry-standard measures of awareness, fit, and lift. In addition, we work with agencies, media buyers, and the brands themselves to incorporate custom metrics and key performance indicators into every study, allowing stakeholders to calibrate and compare the effectiveness of their podcast campaigns with their other media placements. We have conducted Brand Lift studies for a wide variety of brands and categories, from leading retailers to financial services products, restaurants, consumer packaged goods, and more.

Our Brand Lift methodologies are variable according to the exact circumstances of the podcast or network concerned, but generally involve one of these three methods:

  • Pre/Post campaign surveys solicited by in-podcast audio callouts
  • A/B testing by comparing the audience for a given podcast or network with our national panel of podcast listeners
  • “Forced Listening” studies for branded podcasts or shows with niche audiences.

Any and all of these methods are custom and adjusted to the unique nature of each show or network. Edison prides itself on providing actual brand lift metrics for brands and agencies, and not simply “copy testing” data.

Consulting Services

Content providers can leverage Edison’s decade of experience in the medium through an ongoing consulting arrangement.

For more information on these or other Edison podcast services, call (908) 707-4707, or contact Tom Webster.

Recent Articles on Podcasting

Latino Podcast Listener Report en Español

Un cuarto de los latinos en Estados Unidos son oyentes mensuales de podcasts El primer Latino Podcast Listener Report publicado por Edison Research  El Latino Podcast Listener Report realizado por Edison Research concluye que el 25% de latinos a partir de los 18 años de edad en EE.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 podcast desde el […]

Podcast Consumption in Australia Being Driven By Those Age 35-54

Whether it’s applying photo filters on Snapchat or sharing playlists on Spotify, new media behaviors are typically embraced by younger, more tech-savvy consumers first. Once a medium has become mainstream for the younger generation, it usually begins to trickle up to the older age groups. It is common for teenagers to introduce their parents to […]

Lunchtime Webinar Series — Podcasting: Connection and Community During Quarantine

Edison Research SVP Tom Webster presented the latest installment in our Lunchtime Webinar Series — Podcasting: Connection and Community During Quarantine on May 21, 2020. Click here to download the presentation, Podcasting: Connection and Community During Quarantine 2020 Edison Research Scroll down to view the webinar This presentation includes previously unreleased data from the Podcast […]

Podcast Research

Latino Podcast Listener Report en Español

Un cuarto de los latinos en Estados Unidos son oyentes mensuales de podcasts El primer Latino Podcast Listener Report publicado por Edison Research  El Latino Podcast Listener Report realizado por Edison Research concluye que el 25% de latinos a partir de los 18 años de edad en EE.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 podcast desde el […]

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 Report from 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 […]

Three stats to know before the release of the Latino Podcast Listener Report

by Gabriel Soto, Manager of Research When it comes to Latinos, there is no shortage of audio consumption among our community. As we are about to see, the same is true for podcast listening. The irony, however, is in the shortage of resources available to the Latino podcasting market. This strong consumption — paired with a lack of research – merits a formal look into the podcast listening terrains of the Latino listening world. This is exactly one reason why we have teamed up with […]