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

The Next Frontier in Podcasting: 100 Million Listeners

Edison Research’s Senior Vice President Tom Webster presented a keynote address, The Next Frontier in Podcasting: 100 Million Listeners, at the 2018 Podcast Movement conference in Philadelphia last week. Podcast Movement is the world’s largest gathering of podcasters, and attendees were the first to hear the results of new research from Edison on consumers who are […]

Podcasting’s Next Frontier: 100 Million Listeners. Podcast Movement Keynote

Edison Research, the leading research company in digital audio, will be unveiling the results of a new study on Podcasting in a keynote address on July 24 at Podcast Movement in Philadelphia, PA. “Podcasting’s Next Frontier: 100 Million Listeners”, presented by Edison’s Senior Vice President Tom Webster, will provide a research-based road map for the podcasting […]

Closing the Gap Between Podcast Awareness and Listening — RadioDays Europe 2018

Tom Webster, Senior VP at Edison Research, was scheduled to speak at Radiodays Europe Podcast Day in Cophenhagen, Denmark, earlier this week. Unfortunately, the best-laid travel plans were not enough to get Tom past the travel hurdles and to the conference. Fortunately, we have a video of Tom’s presentation on podcasting that was viewed at […]

Podcast Research

microphone podcast

Podcasting’s Next Frontier: A Manifesto For Growth

Just two weeks ago Edison Research’s Senior Vice President Tom Webster was at the world’s largest gathering of podcasters, Podcast Movement 2018, in Philadelphia. Tom’s keynote address, Podcasting’s Next Frontier: 100 Million Listeners, shed light on the gap between the awareness of the term “podcasting” and the actual listening behavior of American adults. While 64% […]

The Next Frontier in Podcasting: 100 Million Listeners

Edison Research’s Senior Vice President Tom Webster presented a keynote address, The Next Frontier in Podcasting: 100 Million Listeners, at the 2018 Podcast Movement conference in Philadelphia last week. Podcast Movement is the world’s largest gathering of podcasters, and attendees were the first to hear the results of new research from Edison on consumers who are […]

Podcasting’s Next Frontier: 100 Million Listeners. Podcast Movement Keynote

Edison Research, the leading research company in digital audio, will be unveiling the results of a new study on Podcasting in a keynote address on July 24 at Podcast Movement in Philadelphia, PA. “Podcasting’s Next Frontier: 100 Million Listeners”, presented by Edison’s Senior Vice President Tom Webster, will provide a research-based road map for the podcasting […]