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Radio on the MovePodcast Trend Update April 2016
Data collected from
Introduction
• Objectives:
– Monitor impact on listening of increased in-car availability of new in-dash
technologies
– Pr...
3
Q.C1a When was the last time, if ever, you did the following in a private vehicle? [Listened to an audio podcast that yo...
4
In-car listening to podcasts peaks among 18-34
and university educated drivers/passengers.
Q.C1a When was the last time,...
5
Listeners to niche formats and public radio are
most likely to be in-car podcast listeners.
10%
10%
9%
8%
7%
7%
7%
80s/9...
40%
21%
19%
8%
6%
3%
2%
66%
11%
2.5%
8%
9% 1%
1%
AM/FM radio
Personal music on mp3/phone
Audio podcasts
CDs /cassettes
Sir...
7
Q.B2b. When was the most recent time, if ever, that you did the following via your SMARTPHONE?
Base: Canadians, aged 18+...
42%
38%
11%
9%
57%
25%
10%
9%
At home
In car
At work
Elsewhere
Most on-demand listening to podcasts or streamed
audio prog...
9
In-car, podcasts are most frequently listened
to on long distance road trips.
Q.F10 Thinking of these occasions in the c...
10
CBC and other public radio programs lead a diverse
list of most listened to on-demand audio shows.
Q.F8 Please tell us ...
5%
18%
All drivers/passengers Past week in-car podcast
listeners
11
Comedy is a particularly popular content category
amon...
Takeaways
1. In-car podcast listening continues to show steady growth, with past
week listening up to 8%, from 5% in 2010....
www.audience-insights.com
Jeff Vidler, President
Audience Insights Inc.
+1.647.658.8512
jeff.vidler@audience-insights.com
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Radio on the Move Podcast Trend Update

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Key findings on in-car podcast listening from Radio on the Move, tracking in-car audio consumption in Canada since December 2010

Published in: Entertainment & Humor

Radio on the Move Podcast Trend Update

  1. 1. Radio on the MovePodcast Trend Update April 2016 Data collected from
  2. 2. Introduction • Objectives: – Monitor impact on listening of increased in-car availability of new in-dash technologies – Provide insight into in-car listening unavailable through PPM data – Identify cross-platform opportunities for in-car audio • Online survey, conducted October 30-November 16, 2015 • Sample: – 2,028 Canadians, aged 18+ – Drivers or passengers in a private vehicle at least once per week (89% of adult Canadians) • Email invitations sent to members of the Angus Reid Forum • Final data weighted to census data to reflect the distribution of the Canadian population • Key metrics of in-car audio consumption based on questions probing audio consumed in the vehicle in the previous 24 hours 2
  3. 3. 3 Q.C1a When was the last time, if ever, you did the following in a private vehicle? [Listened to an audio podcast that you had downloaded to play back later] Base: Canadians, aged 18+, in private vehicle past week (n=2,028) 5% 5% 6% 6% 7% 7% 8% Dec '10 Jun '11 Dec '11 Jun '12 Jun '13 Fall '14 Fall '15 In-car listening to podcasts has shown steady growth since 2010. Listened to an audio podcast in-car in past week
  4. 4. 4 In-car listening to podcasts peaks among 18-34 and university educated drivers/passengers. Q.C1a When was the last time, if ever, you did the following in a private vehicle [Listened to an audio podcast that you had downloaded to play back later] Base: Canadians, aged 18+, in private vehicle past week (n=2,028) Listened to an audio podcast in-car in past week Gender 10% 7% 17% 8% 2% 18-34 35-54 55+ Age Education 5% 9% 13% High school/less College/some U U grad+ Household Income 9% 8% 10% <$50K $50-100K $100K+
  5. 5. 5 Listeners to niche formats and public radio are most likely to be in-car podcast listeners. 10% 10% 9% 8% 7% 7% 7% 80s/90s Pop Rock Popular Current Hits Soft Rock & Pop Classic Rock Country News/Info 60s/70s Pop Rock Q.C1a When was the last time, if ever, you did the following in a private vehicle? [Listened to an audio podcast that you had downloaded to play back later] Base: Canadians, aged 18+, in private vehicle past week (n=2,028) Listened to an audio podcast in-car in past week Weekly listeners to station type... 25% 15% 14% 14% 13% 13% Hip Hop/R& B Classical CBC Radio One Hard Rock Alt Rock CBC Radio 2 Weekly listeners to station type...
  6. 6. 40% 21% 19% 8% 6% 3% 2% 66% 11% 2.5% 8% 9% 1% 1% AM/FM radio Personal music on mp3/phone Audio podcasts CDs /cassettes SiriusXM satellite radio Streaming audio Audio books In-car podcast listeners devote lower in-car share to AM/FM; more to personal music and podcasts. 6 Share of in-car audio listening (past 24 hours) Q.C1a. When was the last time, if ever, you did the following in a private vehicle? Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following? Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028); past week in-car podcast listeners (n=158) Past Week In-Car Podcast ListenersAll 18+ Drivers/Passengers
  7. 7. 7 Q.B2b. When was the most recent time, if ever, that you did the following via your SMARTPHONE? Base: Canadians, aged 18+, in private vehicle past week (Fall 2015: n=2,028) 5% 8% 8% 12% 3% 6% 6% 9% 2% 4% 4% 4% June '12 June '13 Oct '14 Oct '15 Listened to a podcast via smartphone—all locations Past month Past week Past 24 hours Among Canadian drivers/passengers, aged 18+ (89% of the adult population) Monthly and weekly podcast listening by smartphone, in-car and elsewhere, is growing sharply.
  8. 8. 42% 38% 11% 9% 57% 25% 10% 9% At home In car At work Elsewhere Most on-demand listening to podcasts or streamed audio programs still happens at home. 8 Average % of time listened to podcasts/ streamed audio programs, by location Q.F9 . Of all the time you spend listening to podcasts or streaming specific audio programs, what proportion is... Base: Canadians, aged 18+, in private vehicle past week who indicate listening to podcasts or streamed audio programs in any location (n=762); past week in-car podcast listeners (n=158) Past Week In-Car Podcast ListenersAll Drivers/Passengers Who Listen to Podcasts/Streamed Audio Programs
  9. 9. 9 In-car, podcasts are most frequently listened to on long distance road trips. Q.F10 Thinking of these occasions in the car, how often do you listen to podcasts/stream specific audio programs? Base: Canadians, aged 18+, in private vehicle at least once per week; and who listened to podcast in past week (n=158) % of past week in-car podcast listeners who “always” listen to podcasts/streamed audio programs when... 40% 31% 25% On long distance roadtrips Commuting Just driving around town
  10. 10. 10 CBC and other public radio programs lead a diverse list of most listened to on-demand audio shows. Q.F8 Please tell us the podcasts/audio program streams that you listen to most often. Base: Canadians, aged 18+, in private vehicle past week who indicate listening to podcasts or streamed audio programs in any location (n=762) Most Listened to Podcasts/Streamed Audio Programs (all programs w/ 1%+ mentions) 13% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% CBC Radio (any) U.S. Public Radio (any) This American Life BBC Radio (any) TED Talks Serial Canadaland Nerdist Alan Cross / Ongoing History of New Music Howard Stern TVO Big Ideas
  11. 11. 5% 18% All drivers/passengers Past week in-car podcast listeners 11 Comedy is a particularly popular content category among in-car podcast listeners. Q.C3 Still thinking about the time you spent in a vehicle in the past 24 hours, which of the following types of audio content did you listen to? Base: Canadians, aged 18+, in private vehicle past week (n=2028); past week in-car podcast listeners (n=158) Listened to comedy content in-car in the past 24 hours
  12. 12. Takeaways 1. In-car podcast listening continues to show steady growth, with past week listening up to 8%, from 5% in 2010. 2. Podcasts currently reach an attractive in-car audience, many of whom lie beyond the reach of AM/FM radio: – Listenership peaks among young + well-educated drivers/passengers; – It captures listeners to public radio and niche formats and those who devote a smaller share of their in-car listening to AM/FM radio. 3. A key driver of the growth in podcast listening is the shift to mobile: – Monthly and weekly listening to podcasts via smartphone has grown sharply over the past 3+ years. – Daily listening via smartphone is growing more slowly, suggesting frictional barriers to habitual listening of podcasts. 4. Most listening to on-demand audio programs is still done at home. In car, listeners most frequently opt for podcasts on longer road trips. 5. On-demand audio programs are a long-tail medium, with listeners loyal to a diverse range of programs, from public radio to comedy. 12
  13. 13. www.audience-insights.com Jeff Vidler, President Audience Insights Inc. +1.647.658.8512 jeff.vidler@audience-insights.com

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