NPR & Edison Report Shows Growth in Audio Listeners & Time Spent Listening
New report shows Gen Z spends 214% more time with spoken word than 13-34s did in 2014
Somerville, NJ (October 27, 2022) Almost half (46%) of the U.S. population listens to spoken word audio content daily, according to the latest Spoken Word Audio Report released from NPR and Edison Research today. The fourth iteration of the annual report explores the ways spoken word media consumption in the U.S. has increased over time, including the number of listeners, and how long they listen. The findings were presented in a webinar hosted by National Public Media (NPM) VP of Sponsorship Marketing Lamar Johnson and Edison Research VP Megan Lazovick and are available now at npr.org/spokenwordaudio.
This year’s study also includes a special focus on how younger demographics are increasingly more interested in the medium, and reveals a 214% increase in listening to spoken word audio among those age 13-24. Key findings from the study include:
Edison Research VP Megan Lazovick referred to her past experience in talk radio, and noted, “The relationship between content makers and listeners remains as strong as it was a decades ago, even as the audio space has evolved with more spoken word content available on demand. Digital platforms have opened up new ways for people to listen to and connect.”
Additional key findings:
“It’s exciting to see the phenomenal sustained growth of Spoken Word across diverse audience groups over the last 8 years – especially among Gen-Z listeners. The findings in this report highlight the current opportunity and future potential that exists by engaging with audiences through the powerful medium of spoken word” said NPM VP of Sponsorship Marketing, Lamar Johnson.
How the study was conducted
Edison Research’s Share of Ear is a quarterly survey of Americans who are asked to keep a detailed one-day diary of their audio usage. Share of Ear utilizes a nationally representative sample of those age 13+. The sample for this study was 4,118
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About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Apple, Disney, Dolby Laboratories, Google, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, and Univision. Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, Slate, Spotify, SXM Media, ESPN, WNYC Studios, and many more companies in the space. Edison Research has conducted research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research 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.