The Podcast Consumer 2018

Edison Research
Edison ResearchVice President at Edison Research
THE PODCAST CONSUMER 2018
#PodCon18
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Study Methodology
• In January/February 2018, Edison Research conducted a
national telephone survey of 2000 Americans ages 12 and
older, using random digit dialing techniques to both cell
phones and landlines
• Survey offered in both English and Spanish languages
• Data weighted to national 12+ population figures
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
22%
37% 37%
43% 45% 45% 46% 46% 48% 49%
55%
60%
64%
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 2018
Estimated
180 Million
Total Population 12+
Awareness of the Term “Podcasting”
% familiar with the term podcasting
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
11% 13%
18%
22% 23% 25%
29% 27% 30% 33% 36%
40%
44%
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 2018
Estimated
124 Million
Total Population 12+
Ever Listened to Podcasts
% ever listened to a podcast
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
9% 11% 12% 12% 14% 12% 15% 17%
21% 24% 26%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Total Population 12+
Monthly Podcast Listening
% listening to a podcast in last month
Estimated
73 Million
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Men
52%
Women
48%
Composition of Podcast Consumers
Monthly Podcast Consumers 12+
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
20% 17%
7%
23%
19%
10%
27% 24%
11%
27%
31%
12%
30% 32%
13%
Age 12-24 Age 25-54 Age 55+
2014 2015 2016 2017 2018
Monthly Podcast Listening
% listening to a podcast in last month
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Age 12-17
9%
Age 18-34
28%
Age 35-54
31%
Age 55 and
older
32%
U.S. Population 12+
Composition of Podcast Consumers
Age 12-17
11%
Age 18-34
34%
Age 35-54
36%
Age 55 and older
19%
Monthly Podcast Consumers 12+
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
17%
13%
17% 16%
24%
18%
27%
21%
27% 24%
Men Women
2014 2015 2016 2017 2018
Monthly Podcast Listening
% listening to a podcast in last month
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
13% 16%
14%
20%
11%
15%38%
51%
U.S. Population 18+ Monthly Podcast Consumers 18+
$150K or more
$100K-$150K
$75K-$100K
Composition of Podcast Consumers
Annual Household Income:
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
28% 28%
21% 23%
17%
22%
27%
34%
High School
or less
One to three
years of college
Four-year
college degree
Some grad school
or advanced degree
U.S. Population 18+ Monthly Podcast Consumers 18+
Composition of Podcast Consumers
Educational Attainment:
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
45%
9%
5% 5%
19%
14%
54%
10%
5% 6% 8%
14%
Employed
full-time
Employed
part-time
Temporarily
unemployed
Homemaker Retired Student
U.S. Population 12+ Monthly Podcast Consumers 12+
Composition of Podcast Consumers
Employment Status:
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
7% 8% 10%
13% 15% 17%
2013 2014 2015 2016 2017 2018
Estimated
48 Million
Total Population 12+
Weekly Podcast Listening
% listening to a podcast in last week
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Less than
one hour
16%
1 hour to less
than 3 hours
25%
3 hours to less
than 5 hours
25%
5 hours to less
than 10 hours
16%
10 hours or
more
17%
Don't know
1%
Average Time “Weekly Podcast Listeners”
Spend Listening to Podcasts
Mean: 6 hours 37 minutes
Weekly Podcast Consumers 12+
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
One
18%
Two
17%
Three
13%
Four or Five
20%
Six to Ten
17%
11 or more
14%
Don't know
1%
Average of seven
podcasts listened
per week
Weekly Podcast Consumers 12+
Number of Podcasts
Listened to in Last Week
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Device Monthly Podcast Consumers Use
Most Often to Listen to Podcasts
58%
43%
36%
29%
31%
24%
42%
57%
64%
71%
69%
76%
2013
2014
2015
2016
2017
2018
Computer Smartphone/tablet/portable device
Monthly Podcast Consumers 12+
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Years Listening to Podcasts
16%
18%
20%
16%
16%
19%
31%
33%
31%
15%
14%
14%
22%
19%
16%
Ever listened to a podcast
Monthly Podcast Consumers
Weekly Podcast Consumers
“For how long have you been listening to podcasts?”
5 years or more 3 years to
< than 5 years
Less than
6 months
6 months to
< than 1 year
1 year to
< than 3 years
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
82%
58%
41%
34%
29%
28%
At home
In a car/truck
Walking around/On foot
At work
At a gym/Working out
Riding public transportation
Podcast Listening Locations
% ever listen to podcasts in location
Monthly Podcast Consumers 12+
“Have you ever listened to a podcast…?”
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
At home
48%
At work
12%
In a car/truck
26%
At a gym or
while exercising
4%
Other
10%
Where are Podcasts Most Often Listened to?
Monthly Podcast Consumers 12+
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Entire
podcast
episode
43%
Most of the podcast
44%
Less than half
the podcast
10%
Just the beginning
of the podcast
3%
Amount of Podcast Episode Listened to
Monthly Podcast Consumers 12+
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Yes
19%
No
81%
Increasing Podcast Playback Speed
“Do you ever increase the speed of your podcasts in order to listen to them faster?”
Base: Monthly Podcast Consumers 12+
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Increasing Podcast Playback Speed
19%
20%
18%
24%
19%
21%
12%
81%
80%
82%
76%
81%
79%
88%
Monthly Podcast Consumers 12+
Men
Women
Age 12-17
Age 18-34
Age 35-54
Age 55+
Yes No
Base: Monthly Podcast Consumers 12+
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Increasing Podcast Playback Speed
19%
20%
15%
31%
23%
81%
80%
85%
69%
77%
Monthly Podcast Consumers 12+
Weekly Podcast Listeners 12+
Yes No
Base: Monthly Podcast Consumers 12+
Listened to 1-3
podcasts in the last week
Listened to 4-5
podcasts in the last week
Listened to 6 or more
podcasts in the last week
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
77%
62%
36%
31%
31%
21%
22%
93%
70%
54%
48%
43%
34%
34%
Any Social Media Brand
Facebook
Instagram
Pinterest
Snapchat
Twitter
LinkedIn
U.S. Population 12+
Monthly Podcast Consumers 12+
Social Media Brand Usage
% currently ever use social media brand
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
71%
56%
86%
72%
Amazon Alexa
Google Home
U.S. Population 12+
Monthly Podcast Consumers 12+
Smart Speaker Awareness
% aware of smart speaker
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Smart Speaker Ownership
7%
18%
11%
30%
2017
2018
U.S. Population 12+
Monthly Podcast Consumers 12+
% owning either Amazon Alexa or Google Home devices
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Smart Speaker Ownership
73%
78%
11%
9%
17%
13%
Total 12+ Population
Monthly Podcast Consumers 12+
Own a Smart Speaker
Own Amazon Alexa,
no Google
Own Amazon
Alexa and Google
Own Google,
no Alexa
The Podcast Consumer 2018
Methodology
1,620 via online survey
• 800 Smart Speaker owners
• 820 Non-owners
• Adults 18+
• Data weighted to Smart Speaker owner estimates from Infinite Dial 2017
15 in-home interviews with Smart Speaker owners
68
58
52
45
43
43
38
33
32
26
26
26
24
23
Music
Weather
General question
News
Timers/Alarms
Check the time
AM/FM music radio
Control Devices
AM/FM news/talk
Add to to-do list
Sports update
Add to shopping list
Traffic
Access calendar
% using Smart Speaker regularly for the following:
Base: Smart Speaker owners
22
22
18
18
17
16
14
14
14
13
13
12
10
10
Jokes
AM/FM sports radio
Cooking requests
Games
Podcasts
Stock prices
Translate
Audiobooks
Read to children
Find local businesses
Order food
Lead a workout
Order an item
Flight information
72
61
56
48
48
48
43
39
38
31
31
30
29
29
Music
Weather
General question
News
Timers/Alarms
Check the time
AM/FM music radio
Control Devices
AM/FM news/talk
Add to to-do list
Sports update
Add to shopping list
Traffic
Sports update
% using Smart Speaker regularly for the following:
Podcast Listeners
Base: Smart Speaker owners
29
29
24
23
23
21
19
19
19
18
18
18
17
14
14
Access calendar
AM/FM sports radio
Podcasts
Cooking requests
Jokes
Games
Stock prices
Audiobooks
Read to children
Lead a workout
Translate
Order food
Find businesses
Order an item
Flight information
Edison Research Share of Ear®
Americans’ Share of Time Spent
Listening to Audio Sources:
Share of Ear
Edison Research Share of Ear®
§ 5,538 respondents
§ Completed 24-hour audio listening diary
§ National sample 13+
§ Online and offline
§ Offered in English and Spanish
§ Quarterly data collection and updates
Share of Ear
Edison Research Share of Ear®
Share of Ear
AM/FM Radio
Owned Music
Streaming Audio
SiriusXM
Music Channels on TV
Podcasts
Home
Work
Car/Truck
Somewhere else
Music
News
Talk/Personalities
Sports
AM/FM Radio
Computer
Mobile Device
TV Audio Channels
SiriusXM Receiver
Internet-connected TV device
Wireless streaming speakers
Smart Speakers
Edison Research Share of Ear
®
Share of Ear
Over 5,000 one-day audio diaries
completed through Q1 2018
Edison Research Share of Ear
®
TV Music Channels
5%
Podcasts 4%
Other 3%
SiriusXM
8%
AM/FM Radio
50%
Streaming Audio
16%
Share of Ear
Americans’ 13+ Share of Time
Spent Listening to Audio Sources
AM/FM Radio includes over the air and radio streams
Streaming Audio includes pure plays such as Pandora, Spotify, and others
Source: Edison Research. Americans spend an average of 3 hours and 49 minutes each day consuming audio. This graph represents the share of time spent with each.
Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. For more information contact info@edisonresearch.com
Owned Music
(CDs, Digital music files, etc.)
14%
TV Music Channels
5%
Podcasts
33%
Other 3%
SiriusXM
5%
AM/FM Radio
25%
Streaming Audio
14%
Share of Ear
Podcast Listeners’ Share of Time
Spent Listening to Audio Sources
Owned Music
(CDs, Digital music files, etc.)
15%
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 50
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 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. 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
Share of Ear
Americans’ 13+ Share of Time
Spent Listening to Podcasts Over Time
2
4
Quarter 1 2014 Quarter 1 2018
Source: Edison Research Share of Ear. Contact: info@edisonresearch.com
®
Computer
10%
CD Player 4%
AM/FM Radio Receiver
47%
Other 2%
SiriusXM Receiver
6%
TV Audio Channels
6%
Internet Connected TV/ Device 1%
Mobile Device
23%
Smart Speaker 1%
Share of Ear
Americans’ 13+ Audio
Listening by Device
Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com
®
Mobile Device
23%Share of Ear
Americans’ 13+ Audio
Listening by Device
Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com
®
Computer
20%
CD Player 2%
AM/FM Radio Receiver
20%
Other 2%
SiriusXM Receiver
3%
TV Audio Channels
4%
Internet Connected TV/ Device 2%
Mobile Device
44%
Smart Speaker 3%
Share of Ear
Podcast Listeners’ 13+
Audio Listening by Device
Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com
®
Edison Research Share of Ear
®
listened to audio on a
smartphone in a day40%
Podcasts
11%
Other
5%
SiriusXM
4%
AM/FM Radio
8%
Owned Music
33%
Streaming Audio
39%
Share of Ear
Americans’ 13+ Share of Time
Spent Listening to Audio
Sources on a Smartphone
Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com
®
Podcasts
52%
Other
4%
Sirius 2%
AM/FM Radio
4%
Owned Music
20%
Streaming Audio
18%
Edison Research Share of Ear
®
Share of Ear
Podcast Listeners’ 13+ Share
of Time Spent Listening to Audio
Sources on a Smartphone
Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com
®
Podcasts
10%
Other
4%
SiriusXM 1%
AM/FM Radio
5%
Owned Music
37%
Streaming Audio
43%
Share of Ear
Americans’ 13-34 Share of
Time Spent Listening to Audio
Sources on a Smartphone
Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com
®
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Survey Methodology
§ Podcasting’s Share of Ear has
doubled in 4 years - a significant shift.
§ In-car listening is growing, and represents
a major potential source of new listening.
The Podcast Consumer - Summary
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Survey Methodology
§ Nearly four in ten Americans 12+ are familiar with
the term podcasting but are not regular listeners.
Finding out why is imperative.
§ There is tremendous opportunity
to grow with persons 55+.
The Podcast Consumer - Summary
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Survey Methodology
§ Podcast producers need to make it easy for
consumers to access their content on smart
speakers.
The Podcast Consumer - Summary
THE PODCAST CONSUMER 2018
#PodCon18
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The Podcast Consumer 2018

  • 1. THE PODCAST CONSUMER 2018 #PodCon18
  • 2. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Study Methodology • In January/February 2018, Edison Research conducted a national telephone survey of 2000 Americans ages 12 and older, using random digit dialing techniques to both cell phones and landlines • Survey offered in both English and Spanish languages • Data weighted to national 12+ population figures
  • 3. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 22% 37% 37% 43% 45% 45% 46% 46% 48% 49% 55% 60% 64% 2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 2018 Estimated 180 Million Total Population 12+ Awareness of the Term “Podcasting” % familiar with the term podcasting
  • 4. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 11% 13% 18% 22% 23% 25% 29% 27% 30% 33% 36% 40% 44% 2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 2018 Estimated 124 Million Total Population 12+ Ever Listened to Podcasts % ever listened to a podcast
  • 5. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 9% 11% 12% 12% 14% 12% 15% 17% 21% 24% 26% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Total Population 12+ Monthly Podcast Listening % listening to a podcast in last month Estimated 73 Million
  • 6. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Men 52% Women 48% Composition of Podcast Consumers Monthly Podcast Consumers 12+
  • 7. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 20% 17% 7% 23% 19% 10% 27% 24% 11% 27% 31% 12% 30% 32% 13% Age 12-24 Age 25-54 Age 55+ 2014 2015 2016 2017 2018 Monthly Podcast Listening % listening to a podcast in last month
  • 8. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Age 12-17 9% Age 18-34 28% Age 35-54 31% Age 55 and older 32% U.S. Population 12+ Composition of Podcast Consumers Age 12-17 11% Age 18-34 34% Age 35-54 36% Age 55 and older 19% Monthly Podcast Consumers 12+
  • 9. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 17% 13% 17% 16% 24% 18% 27% 21% 27% 24% Men Women 2014 2015 2016 2017 2018 Monthly Podcast Listening % listening to a podcast in last month
  • 10. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 13% 16% 14% 20% 11% 15%38% 51% U.S. Population 18+ Monthly Podcast Consumers 18+ $150K or more $100K-$150K $75K-$100K Composition of Podcast Consumers Annual Household Income:
  • 11. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 28% 28% 21% 23% 17% 22% 27% 34% High School or less One to three years of college Four-year college degree Some grad school or advanced degree U.S. Population 18+ Monthly Podcast Consumers 18+ Composition of Podcast Consumers Educational Attainment:
  • 12. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 45% 9% 5% 5% 19% 14% 54% 10% 5% 6% 8% 14% Employed full-time Employed part-time Temporarily unemployed Homemaker Retired Student U.S. Population 12+ Monthly Podcast Consumers 12+ Composition of Podcast Consumers Employment Status:
  • 13. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 7% 8% 10% 13% 15% 17% 2013 2014 2015 2016 2017 2018 Estimated 48 Million Total Population 12+ Weekly Podcast Listening % listening to a podcast in last week
  • 14. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Less than one hour 16% 1 hour to less than 3 hours 25% 3 hours to less than 5 hours 25% 5 hours to less than 10 hours 16% 10 hours or more 17% Don't know 1% Average Time “Weekly Podcast Listeners” Spend Listening to Podcasts Mean: 6 hours 37 minutes Weekly Podcast Consumers 12+
  • 15. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 One 18% Two 17% Three 13% Four or Five 20% Six to Ten 17% 11 or more 14% Don't know 1% Average of seven podcasts listened per week Weekly Podcast Consumers 12+ Number of Podcasts Listened to in Last Week
  • 16. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Device Monthly Podcast Consumers Use Most Often to Listen to Podcasts 58% 43% 36% 29% 31% 24% 42% 57% 64% 71% 69% 76% 2013 2014 2015 2016 2017 2018 Computer Smartphone/tablet/portable device Monthly Podcast Consumers 12+
  • 17. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Years Listening to Podcasts 16% 18% 20% 16% 16% 19% 31% 33% 31% 15% 14% 14% 22% 19% 16% Ever listened to a podcast Monthly Podcast Consumers Weekly Podcast Consumers “For how long have you been listening to podcasts?” 5 years or more 3 years to < than 5 years Less than 6 months 6 months to < than 1 year 1 year to < than 3 years
  • 18. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 82% 58% 41% 34% 29% 28% At home In a car/truck Walking around/On foot At work At a gym/Working out Riding public transportation Podcast Listening Locations % ever listen to podcasts in location Monthly Podcast Consumers 12+ “Have you ever listened to a podcast…?”
  • 19. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 At home 48% At work 12% In a car/truck 26% At a gym or while exercising 4% Other 10% Where are Podcasts Most Often Listened to? Monthly Podcast Consumers 12+
  • 20. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Entire podcast episode 43% Most of the podcast 44% Less than half the podcast 10% Just the beginning of the podcast 3% Amount of Podcast Episode Listened to Monthly Podcast Consumers 12+
  • 21. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Yes 19% No 81% Increasing Podcast Playback Speed “Do you ever increase the speed of your podcasts in order to listen to them faster?” Base: Monthly Podcast Consumers 12+
  • 22. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Increasing Podcast Playback Speed 19% 20% 18% 24% 19% 21% 12% 81% 80% 82% 76% 81% 79% 88% Monthly Podcast Consumers 12+ Men Women Age 12-17 Age 18-34 Age 35-54 Age 55+ Yes No Base: Monthly Podcast Consumers 12+
  • 23. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Increasing Podcast Playback Speed 19% 20% 15% 31% 23% 81% 80% 85% 69% 77% Monthly Podcast Consumers 12+ Weekly Podcast Listeners 12+ Yes No Base: Monthly Podcast Consumers 12+ Listened to 1-3 podcasts in the last week Listened to 4-5 podcasts in the last week Listened to 6 or more podcasts in the last week
  • 24. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 77% 62% 36% 31% 31% 21% 22% 93% 70% 54% 48% 43% 34% 34% Any Social Media Brand Facebook Instagram Pinterest Snapchat Twitter LinkedIn U.S. Population 12+ Monthly Podcast Consumers 12+ Social Media Brand Usage % currently ever use social media brand
  • 25. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 71% 56% 86% 72% Amazon Alexa Google Home U.S. Population 12+ Monthly Podcast Consumers 12+ Smart Speaker Awareness % aware of smart speaker
  • 26. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Smart Speaker Ownership 7% 18% 11% 30% 2017 2018 U.S. Population 12+ Monthly Podcast Consumers 12+ % owning either Amazon Alexa or Google Home devices
  • 27. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Smart Speaker Ownership 73% 78% 11% 9% 17% 13% Total 12+ Population Monthly Podcast Consumers 12+ Own a Smart Speaker Own Amazon Alexa, no Google Own Amazon Alexa and Google Own Google, no Alexa
  • 29. Methodology 1,620 via online survey • 800 Smart Speaker owners • 820 Non-owners • Adults 18+ • Data weighted to Smart Speaker owner estimates from Infinite Dial 2017 15 in-home interviews with Smart Speaker owners
  • 30. 68 58 52 45 43 43 38 33 32 26 26 26 24 23 Music Weather General question News Timers/Alarms Check the time AM/FM music radio Control Devices AM/FM news/talk Add to to-do list Sports update Add to shopping list Traffic Access calendar % using Smart Speaker regularly for the following: Base: Smart Speaker owners 22 22 18 18 17 16 14 14 14 13 13 12 10 10 Jokes AM/FM sports radio Cooking requests Games Podcasts Stock prices Translate Audiobooks Read to children Find local businesses Order food Lead a workout Order an item Flight information
  • 31. 72 61 56 48 48 48 43 39 38 31 31 30 29 29 Music Weather General question News Timers/Alarms Check the time AM/FM music radio Control Devices AM/FM news/talk Add to to-do list Sports update Add to shopping list Traffic Sports update % using Smart Speaker regularly for the following: Podcast Listeners Base: Smart Speaker owners 29 29 24 23 23 21 19 19 19 18 18 18 17 14 14 Access calendar AM/FM sports radio Podcasts Cooking requests Jokes Games Stock prices Audiobooks Read to children Lead a workout Translate Order food Find businesses Order an item Flight information
  • 32. Edison Research Share of Ear® Americans’ Share of Time Spent Listening to Audio Sources: Share of Ear
  • 33. Edison Research Share of Ear® § 5,538 respondents § Completed 24-hour audio listening diary § National sample 13+ § Online and offline § Offered in English and Spanish § Quarterly data collection and updates Share of Ear
  • 34. Edison Research Share of Ear® Share of Ear AM/FM Radio Owned Music Streaming Audio SiriusXM Music Channels on TV Podcasts Home Work Car/Truck Somewhere else Music News Talk/Personalities Sports AM/FM Radio Computer Mobile Device TV Audio Channels SiriusXM Receiver Internet-connected TV device Wireless streaming speakers Smart Speakers
  • 35. Edison Research Share of Ear ® Share of Ear Over 5,000 one-day audio diaries completed through Q1 2018
  • 37. TV Music Channels 5% Podcasts 4% Other 3% SiriusXM 8% AM/FM Radio 50% Streaming Audio 16% Share of Ear Americans’ 13+ Share of Time Spent Listening to Audio Sources AM/FM Radio includes over the air and radio streams Streaming Audio includes pure plays such as Pandora, Spotify, and others Source: Edison Research. Americans spend an average of 3 hours and 49 minutes each day consuming audio. This graph represents the share of time spent with each. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. For more information contact info@edisonresearch.com Owned Music (CDs, Digital music files, etc.) 14%
  • 38. TV Music Channels 5% Podcasts 33% Other 3% SiriusXM 5% AM/FM Radio 25% Streaming Audio 14% Share of Ear Podcast Listeners’ Share of Time Spent Listening to Audio Sources Owned Music (CDs, Digital music files, etc.) 15% 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 50 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 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. 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
  • 39. Share of Ear Americans’ 13+ Share of Time Spent Listening to Podcasts Over Time 2 4 Quarter 1 2014 Quarter 1 2018 Source: Edison Research Share of Ear. Contact: info@edisonresearch.com ®
  • 40. Computer 10% CD Player 4% AM/FM Radio Receiver 47% Other 2% SiriusXM Receiver 6% TV Audio Channels 6% Internet Connected TV/ Device 1% Mobile Device 23% Smart Speaker 1% Share of Ear Americans’ 13+ Audio Listening by Device Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com ®
  • 41. Mobile Device 23%Share of Ear Americans’ 13+ Audio Listening by Device Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com ®
  • 42. Computer 20% CD Player 2% AM/FM Radio Receiver 20% Other 2% SiriusXM Receiver 3% TV Audio Channels 4% Internet Connected TV/ Device 2% Mobile Device 44% Smart Speaker 3% Share of Ear Podcast Listeners’ 13+ Audio Listening by Device Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com ®
  • 43. Edison Research Share of Ear ® listened to audio on a smartphone in a day40%
  • 44. Podcasts 11% Other 5% SiriusXM 4% AM/FM Radio 8% Owned Music 33% Streaming Audio 39% Share of Ear Americans’ 13+ Share of Time Spent Listening to Audio Sources on a Smartphone Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com ®
  • 45. Podcasts 52% Other 4% Sirius 2% AM/FM Radio 4% Owned Music 20% Streaming Audio 18% Edison Research Share of Ear ® Share of Ear Podcast Listeners’ 13+ Share of Time Spent Listening to Audio Sources on a Smartphone Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com ®
  • 46. Podcasts 10% Other 4% SiriusXM 1% AM/FM Radio 5% Owned Music 37% Streaming Audio 43% Share of Ear Americans’ 13-34 Share of Time Spent Listening to Audio Sources on a Smartphone Source: Edison Research Share of Ear. Based on a nationally representative sample of 5,538 Americans ages 13+ who completed a 24-hour audio listening diary. Contact: info@edisonresearch.com ®
  • 47. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Survey Methodology § Podcasting’s Share of Ear has doubled in 4 years - a significant shift. § In-car listening is growing, and represents a major potential source of new listening. The Podcast Consumer - Summary
  • 48. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Survey Methodology § Nearly four in ten Americans 12+ are familiar with the term podcasting but are not regular listeners. Finding out why is imperative. § There is tremendous opportunity to grow with persons 55+. The Podcast Consumer - Summary
  • 49. The Infinite Dial © 2018 Edison Research and Triton Digital THE INFINITE DIAL 2018 Survey Methodology § Podcast producers need to make it easy for consumers to access their content on smart speakers. The Podcast Consumer - Summary
  • 50. THE PODCAST CONSUMER 2018 #PodCon18