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Edison Research Podcast Consumer 2019

Edison Research Podcast Consumer 2019

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T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer
The Podcast Consumer 2019
Areportfrom
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer
The Podcast Consumer
Study Methodology
‣ In January/February 2019, Edison Research conducted a national telephone survey of 1,500
people aged 12 and older, using random digit dialing techniques to both cell phones and
landlines (U.S. Population 12+).
‣ Telephone data weighted to national 12+ U.S. population figures
‣ In addition, Edison Research also conducted a national online survey of 4,126 people aged 12 and
older (U.S. Online Population 12+).
‣ Online data weighted to match the Infinite Dial telephone demographics of those with internet
access
‣ Survey offered in both English and Spanish
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer
The Podcast Consumer
22
37 37
43 45 45 46 46 48 49
55
60
64
70
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019
Podcasting Familiarity
TOTAL U.S . POPULATION 12+
% F A M I L I A R W I T H P O D C A S T I N G
Estimated
197 Million
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer
The Podcast Consumer
11 13
18
22 23 25
29 27
30
33
36
40
44
51
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019
Podcasting Listening
TOTAL U.S. POPULATION 12+
% E V E R L I S T E N E D T O A P O D C A S T
Estimated
144 Million
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer
The Podcast Consumer
24 26
32
17
18
19
19
20
19
60
64
70
2017 2018 2019
Aware of podcasts
Ever listened to a podcast
Listened to podcast in last month
Podcast Awareness:
% F A M I L I A R W I T H P O D C A S T I N G
TOTAL U.S. POPULATION 12+
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer
The Podcast ConsumerReasons Non-Listeners Do Not Listen to Podcasts
75
51
49
41
41
40
38
36
% S A Y I N G R E A S O N A P P L I E S
BASE: U.S. ONLINE POPULATION 12+ AWARE OF PODCASTS BUT HAVE NEVE R LISTENED
Podcasts just aren’t for you
You don’t have enough time to listen to podcasts
Podcasts don’t provide anything that you
can’t already find elsewhere
Listening to podcasts can use up
a lot of your phone’s data plan
You don’t have a podcast app on your phone
Podcasts are too long
You have to pay to subscribe to podcasts
There aren’t any podcasts that cover
the topics you’re interested in
P A G E 1 O F 2

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Edison Research Podcast Consumer 2019

  • 1. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 2019 Areportfrom
  • 2. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer Study Methodology ‣ In January/February 2019, Edison Research conducted a national telephone survey of 1,500 people aged 12 and older, using random digit dialing techniques to both cell phones and landlines (U.S. Population 12+). ‣ Telephone data weighted to national 12+ U.S. population figures ‣ In addition, Edison Research also conducted a national online survey of 4,126 people aged 12 and older (U.S. Online Population 12+). ‣ Online data weighted to match the Infinite Dial telephone demographics of those with internet access ‣ Survey offered in both English and Spanish
  • 3. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 22 37 37 43 45 45 46 46 48 49 55 60 64 70 2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019 Podcasting Familiarity TOTAL U.S . POPULATION 12+ % F A M I L I A R W I T H P O D C A S T I N G Estimated 197 Million
  • 4. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 11 13 18 22 23 25 29 27 30 33 36 40 44 51 2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019 Podcasting Listening TOTAL U.S. POPULATION 12+ % E V E R L I S T E N E D T O A P O D C A S T Estimated 144 Million
  • 5. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 24 26 32 17 18 19 19 20 19 60 64 70 2017 2018 2019 Aware of podcasts Ever listened to a podcast Listened to podcast in last month Podcast Awareness: % F A M I L I A R W I T H P O D C A S T I N G TOTAL U.S. POPULATION 12+
  • 6. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerReasons Non-Listeners Do Not Listen to Podcasts 75 51 49 41 41 40 38 36 % S A Y I N G R E A S O N A P P L I E S BASE: U.S. ONLINE POPULATION 12+ AWARE OF PODCASTS BUT HAVE NEVE R LISTENED Podcasts just aren’t for you You don’t have enough time to listen to podcasts Podcasts don’t provide anything that you can’t already find elsewhere Listening to podcasts can use up a lot of your phone’s data plan You don’t have a podcast app on your phone Podcasts are too long You have to pay to subscribe to podcasts There aren’t any podcasts that cover the topics you’re interested in P A G E 1 O F 2
  • 7. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerReasons Non-Listeners Do Not Listen to Podcasts 35 33 32 22 18 16 16 % S A Y I N G R E A S O N A P P L I E S BASE: U.S. ONLINE POPULATION 12+ AWARE OF PODCASTS BUT HAVE NEVE R LISTENED You don’t really know how to find a podcast You are not so sure how to listen to a podcast There are so many podcasts that you don’t know where to start You don’t really understand what a podcast is You don’t understand the difference between a podcast and a radio show Most podcasts are for educational purposes There aren’t any podcasts with music in them or about music P A G E 2 O F 2
  • 8. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 9 11 12 12 14 12 15 17 21 24 26 32 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Monthly Podcast Listening TOTAL U.S . POPULATION 12+ % L I S T E N E D T O A P O D C A S T I N L A S T M O N T H Estimated 90 Million
  • 9. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 27 21 27 24 36 29 Men Women 2017 2018 2019 Monthly Podcast Listening % L I S T E N E D T O A P O D C A S T I N L A S T M O N T H U.S. POPULATION
  • 10. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerComposition of Monthly Podcast Consumers Men 49% Women 51% U.S. POPULATION 12+ MONTHLY PODCAST CONSUMERS 12+ Men 54% Women 46%
  • 11. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 27 31 12 30 32 13 40 39 17 Age 12-24 Age 25-54 Age 55+ 2017 2018 2019 Monthly Podcast Listening % L I S T E N E D T O A P O D C A S T I N L A S T M O N T H U.S. POPULATION
  • 12. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer Age 12-17 10% Age 18-34 39% Age 35-54 35% Age 55+ 16% Composition of Monthly Podcast Consumers Age 12-17 9% Age 18-34 28% Age 35-54 32% Age 55+ 31% U.S. POPULATION 12+ MONTHLY PODCAST CONSUMERS 12+
  • 13. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerComposition of Monthly Podcast Consumers White 57% African- American 13% Hispanic 15% Asian 4%Other 7% Refused 4% U.S. POPULATION 12+ MONTHLY PODCAST CONSUMERS 12+ White 66% African- American 11% Hispanic 9% Asian 4%Other 7% Refused 3%
  • 14. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 10 12 11 17 8 12 29 41 U.S. Population 12+ Monthly Podcast Consumers 12+ $150K or more $100K-$150K $75K-$100K Composition of Monthly Podcast Consumers ANNUAL HOUSEHOLD INCOME ABOVE $75,000
  • 15. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 32 26 19 2020 27 25 28 High school or less Some college Four-year college degree Some grad school or advanced degree U.S. Population 18+ Monthly Podcast Consumers 18+ Composition of Monthly Podcast Consumers EDUCATIONAL ATTAINMENT
  • 16. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 44 12 7 4 18 11 51 17 8 3 8 10 Employed full-time Employed part-time Temporarily unemployed Homemaker Retired Student U.S. Population 18+ Monthly Podcast Consumers 18+ Composition of Monthly Podcast Consumers EMPLOYMENT STATUS
  • 17. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 7 8 10 13 15 17 22 2013 2014 2015 2016 2017 2018 2019 Weekly Podcast Listening TOTAL U.S. POPULATION 12+ % L I S T E N E D T O A P O D C A S T I N L A S T W E E K Estimated 62 Million
  • 18. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer One 16% Two 15% Three 17% Four or Five 21% Six to Ten 17% 11 or more 14% Number of Podcasts Listened to in Last Week U.S. WEEKLY PODCAST CONSUMERS 12+ U.S. weekly podcast listeners averaged Sevenpodcasts in the last week
  • 19. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerDevice Used Most Often to Listen to Podcasts U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ Computer/ Laptop 25% Smartphone/ Tablet/ Portable device 65% Smart speaker 10%
  • 20. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerNumber of Years Listening to Podcasts 11 11 12 12 14 15 29 30 30 21 21 21 27 24 22 Ever listened to a podcast Monthly Podcast Consumers Weekly Podcast Consumers 5 YEARS OR MORE 3 YEARS TO < 5 YEARS 1 YEAR TO < 3 YEARS 6 MONTHS TO < 1 YEAR LESS THAN 6 MONTHS U.S. ONLINE POPULATION 12+
  • 21. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerListening to Podcasts Compared to One Year Ago 30 41 47 42 46 44 28 13 9 Ever listened to a podcast Monthly Podcast Consumers Weekly Podcast Consumers LISTENING TO PODCASTS MORE LISTENING TO PODCASTS SAME AMOUNT LISTENING TO PODCASTS LESS U.S. ONLINE POPULATION 12+
  • 22. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerPodcast Consumers Who Ever Listen to Podcasts on… 43 35 Spotify Pandora U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ % E V E R L I S T E N T O P O D C A S T S O N S E R V I C E
  • 23. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerPodcast Listening Locations 90 64 49 43 37 37 At home In a car or truck While walking around/on foot At a gym/while working out At work While riding public transportation U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ % H A V E E V E R L I S T E N E D T O A P O D C A S T I N L O C A T I O N
  • 24. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerSources Used at Least “Occasionally” to Discover Podcasts U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ 73 67 66 62 54 46 45 41 40 Searching the internet Social media posts Recommendations from friends/family Recommendations from other audio program hosts Advertisements on other audio programs Recommendations from/Ads on AM/FM radio stations iTunes music store/Google Play Recommendations found in publications Recommendations by apps with personalization % U S I N G S O U R C E “ F R E Q U E N T L Y ” O R “ O C C A S I O N A L L Y ” T O D I S C O V E R P O D C A S T S
  • 25. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerActivities Done While Listening to Podcasts 70 59 52 51 50 46 44 33 Not doing anything else, just listening Doing housework or chores Driving Relaxing before going to sleep Cooking or baking Walking outside Running or exercising Riding public transportation U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ % E V E R L I S T E N E D T O P O D C A S T S W H I L E D O I N G A C T I V I T Y
  • 26. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerWhich Podcast Topics are Consumers Interested in? U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ % I N T E R E S T E D I N L I S T E N I N G T O T O P I C O N A P O D C A S T Topic % Interested Music 39% News/Information 36% Entertainment/Celebrity/Gossip 32% History 31% Sports 31% Food 30% Mystery/Thriller 28% Technology 28% True Crime 28% Wellness/Self-improvement 27% Science 26% Topic % Interested Games/Hobbies 23% Travel 23% Fantasy/Sci-fi 21% Drama 19% Philosophy/Religion 19% Business 18% Adult Fiction 16% Biography/Memoir 16% Home/Garden 16% Romance 14% Children’s 9% Language 9%
  • 27. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer Within 24 hours of downloading 47% Within 48 hours 31% Within a week 19% Longer than a week 3% Podcasts Downloaded and Listened to Later BASE: U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ AND HAVE EVER DO WNLOADED A PODCAST TO LISTEN LATER “When did you listen to the last podcast you downloaded and listened to at a later time?”
  • 28. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 1% to 25% 7% 26% to 50% 15% 51% to 75% 20% 76% to 100% 58% Percent of Podcasts Downloaded and Listened to BASE: U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ AND HAVE EVER DO WNLOADED A PODCAST TO LISTEN LATER “What percent of all the podcasts you download, out of 100 percent, would you say you typically listen to?”
  • 29. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer Entire podcast 52% Most of podcast 41% Less than half of podcast 5% Just beginning of podcast 2% Amount of Podcast Episode Typically Listened to U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ “Think about the audio podcast episodes you listen to. Do you typically listen to…?”
  • 30. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 19 26 2018 2019 Increasing Podcast Playback Speed U.S. MONTHLY PODCAST CONSUMERS 12+ “Do you ever increase the speed of your podcasts in order to listen to them faster?” Online Survey % W H O I N C R E A S E S P E E D O F P O D C A S T S Phone Survey
  • 31. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerReasons for Listening to Podcasts 74 71 60 51 47 37 24 To learn new things To be entertained To stay up-to-date with latest topics To relax To feel inspired To escape For companionship U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ % A G R E E I N G T H I S I S A R E A S O N ( G A V E A “ 4 ” O R A “ 5 ” O N A 5 - P O I N T S C A L E )
  • 32. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerReasons Why Podcasts are Enjoyable 87 80 78 76 73 59 You can do other things while listening They are portable You can listen wherever you are For particular hosts You can listen on a computer They make you feel smarter U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ % S A Y I N G R E A S O N A P P L I E S “You enjoy listening to podcasts because…?”
  • 33. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerWhat Make Podcast Listeners Listen More? 65 60 57 50 45 40 35 More podcasts available on topics interested in A well-known personality had a podcast Had more time to listen Podcasts were easier to discover Podcasts were easier to download/access Notifications reminded you to listen Advertisements reminded you to listen U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ % A G R E E I N G ( G A V E A “ 4 ” O R A “ 5 ” O N A 5 - P O I N T S C A L E ) “You would listen to more podcasts if…?”
  • 34. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 17 37 39 3 4 Much more likely Somewhat more likely Neither likely nor unlikely Somewhat less likely Much less likely Likelihood to Consider Brands Advertised on Podcasts U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ “When you hear advertisements on podcasts, how likely are you to consider the brand advertised?” % G I V I N G R E S P O N S E
  • 35. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 79 94 U.S. Population 12+ Monthly Podcast Consumers 12+ Smart Speaker Awareness U.S. POPULATION % A W A R E O F A N Y S M A R T S P E A K E R B R A N D
  • 36. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast ConsumerSmart Speaker Ownership U.S. POPULATION % O W N A S M A R T S P E A K E R 7 18 23 11 30 34 2017 2018 2019 U.S. Population 12+ Monthly Podcast Consumers 12+
  • 37. Americans’ Share of Time Spent Listening to Audio Sources Share of Ear Edison Research Share of Ear ®
  • 38.  4,398 respondents  National sample 13+  Online and offline  Tracked since 2014  Offered in English and Spanish Survey Methodology: Edison Research Share of Ear ® 2019 Share of Ear
  • 39. Edison Research Share of Ear ® 2019 Share of Ear 5hours On average, Podcast Listeners spend per day listening to audio 39minutes
  • 40. Share of Ear Podcast Listeners’ Share of Time Spent Listening to Audio Sources TV Music Channels 3% Podcasts 28% SiriusXM 4% AM/FM Radio 24% Streaming Audio 15% Owned Music 13% YouTube 11% Other 2% Source: Edison Research. Podcast Listeners (defined as those who reported listening to a podcast in the last 24 hours) spend an average of 5 hours and 39 minutes each day consuming audio. This graph represents the share of time Podcast Listeners spent with each audio source. Based on a nationally representative sample of 4,398 Americans ages 13+ who completed a 24- hour audio listening diary. For more information contact info@edisonresearch.com AM/FM Radio includes over the air and radio streams Streaming Audio includes pure plays such as Pandora, Spotify, and others YouTube for music and music videos only
  • 41. Share of Ear Americans’ 13+ Share of Time Spent Listening to Podcasts Over Time 1.7 3.9 0 10 20 2014 2018 +122%
  • 42. Share of Ear Podcasts 42% Streaming Audio 18% Owned Music 19% YouTube 10% Other 5% AM/FM Radio 6% Podcast Listeners’ Share of Time Spent Listening to Audio Sources on a Smartphone AM/FM Radio includes over the air and radio streams Streaming Audio includes pure plays such as Pandora, Spotify, and others YouTube for music and music videos only
  • 43. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#PodcastConsumer The Podcast Consumer 2019 Areportfrom