Tag Archives: Edison Research

Number of U.S. Monthly Podcast Listeners Soars



The Latino Podcast Listener Report 2021 from Edison Research finds that 36% of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the past month, which is a 44% increase over 2020 (25%). This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.

The U.S. Latino Podcast Listener report was commissioned by Adonde Media, Lantigua Williams & Co., Libsyn, PRX, Simplecast, Sonoro, SXM Media, and was conducted by Edison Research. This is the second annual release of the report.

One factor may have contributed to the changes seen in the most recent study: the COVID-19 pandemic. Over half (54%) of Latino monthly podcast listeners say they began listening to podcasts during the COVID-19 pandemic (March 2020 or after). Forty-four percent of non-Spanish dominant U.S. Latino monthly podcast listeners and 57% of Spanish-dominant U.S. Latino monthly podcast listeners began listening within the last year, which reinforces the idea that available content for Latino listeners is increasing.

The number of U.S. Latinos reached daily by podcasts has increased dramatically since pre-pandemic times, with 21% of the U.S. Latino population reached by podcasts each day, up from only 11% in Q1 2020.

Regarding monetization of podcasts, 58% of U.S. Latino monthly podcast listeners say they would be likely to pay a small fee to avoid hearing ads on the podcasts they listen. Six million U.S. Latinos say they would be very likely to pay a small fee to listen to ad-free podcasts. In the current ad-based environment, through, U.S. Latinos show an affinity for brands advertised on Latino podcasts — 75% say they are likely to purchase a brand on a podcast hosted by Latinos.

Seventy-seven percent of U.S. Latino podcast listeners listen to podcasts with a video component. Forty-one percent of U.S. Latino podcast listeners say they prefer consuming a podcast with audio and video, while actively watching the video.

Latino podcast listeners also have unique listening habits and motivations. When they listen to podcasts at home, 49% are spending time with family and friends – more than double that of the overall 18+ population (22%). Thirty-eight percent of U.S. Latino podcast listeners listen to stay connected with their family’s country of origin.

Findings from the study debuted in two webinars on July 13, one in English and one in Spanish, presented by Gabriel Soto, Director of Research at Edison Research, and Martina Castro, CEO of Adonde Media. The U.S. Latino Podcast Listener Report is the only comprehensive research on Latino podcast listeners in the United States.

“Last year’s study put so much emphasis on the upside for podcast listening growth among Latinos, but these new findings surpassed our expectations in just one year,” said Soto. “The number of monthly podcast listeners among U.S. Latinos soared. And it didn’t just take a pandemic, but everyone a part of this beautiful community — creators, marketers, platforms and everyone else in the industry. We are happy we got to measure the fruits of the labor of so many, and we’ll continue doing so – the ceiling is high.”

Other key findings from the study include:

  • 29% of U.S. Latinos are weekly podcast listeners
  • 48% of U.S. Latinos say they have ever listened to a podcast mostly in English (up from
  • 36% in 2020)
  • 33% of U.S. Latinos say they have ever listened to a podcast mostly in Spanish (up from 24% in 2020)
  • 58% U.S. Latino monthly podcast listeners are men, 48% are age 18-34, 35% are Spanish-language dominant

According to Castro, “This second round of the study tells a nuanced and exciting story of a diverse community that is quickly discovering podcasts, and that is growing at an impressive rate. This data once again shows the value of being counted and demands that the industry pay attention to Latinos as a valuable demographic of listeners, both in English and en español.”

This listening will likely not go away, according to U.S. Latino podcast listeners, as 96% say they are very or somewhat likely to continue to listening to podcasts once the pandemic ends.


Work-From-Home Leads to Enormous Shift in US Audio Consumption



As a significant share of American workers shifted to at-home employment in 2020, naturally their audio consumption patterns were deeply affected as well. Data from Edison Research’s Share of Ear survey allows its clients to quantify those shifts and also predict how things might shift again if and when people go back to commuting to offices and other work locations.

In addition to previous data releases that showed a massive shift in the total share of all audio consumed at home, the latest Share of Ear release shows a clear difference in listening between those working primarily at home vs. those not working from home.

In addition to previous data releases that showed a massive shift in the total share of all audio consumed at home, the latest Share of Ear release shows a clear difference in listening between those working primarily at home vs. those not working from home.

Among employed persons who work from home, nearly three-quarters of their total audio consumption (72%) happens at home. Meanwhile, among those who work away from their homes, only 29% of their listening happens at home.

Share of Ear subscribers recently received an extensive report detailing all the ways audio has changed in the last year under so many COVID-related disruptions. Included are details on the work-from-home cohort, as well as many insights into how the pandemic changed audio over the last year.

Share of Ear has tracked the growth of audio consumption since 2014 and has always tracked listening location as part of that dataset. The study has now added a measure of those U.S. adults who are employed and work primarily from home, and those who are employed and do not work primarily from home, leading to new insights.

“We knew from Share of Ear data in 2020 that a tremendous amount of listening had shifted to home as a result of quarantine restrictions. While almost everyone was spending at least some increased time at home during the pandemic, it is those who shifted their work to their homes who drove the biggest changes,” said Director of Research Laura Ivey. “We also saw audio consumption rise on computers and other devices such as internet-connected televisions, so we can see that at-home workers are using various audio devices at home.”

As quarantine restrictions continue to evolve and the American workforce continues to adapt to workplace changes, Share of Ear will continue to track these findings.


Edison Research Released Podcast Industry’s Top 10 Podcast Ranker



Edison Research is pleased to announce its first Top Ten Podcast ranker, new from the company’s subscription product, The Podcast Consumer Tracker (PCT). The ranker depicts the top ten podcasts in America by reach among weekly podcast consumers. The PCT is the only comprehensive and all-inclusive study of the reach of podcast networks and shows in America.

The top ten podcasts in America for the third and fourth quarters of 2019, as ranked by the percentage of weekly podcast consumers 18+ who have listened to them, is as follows:

(1) The Joe Rogan Experience
(2) This American Life
(3) The Daily
(4) My Favorite Murder
(5) Crime Junkie
(6) Stuff You Should Know
(7) Wait Wait… Don’t Tell Me!
(8) Serial
(9) Pod Save America
(10) Radiolab

Begun in Summer 2019, the PCT is now in its third quarter of fielding and is the only study that measures the entire podcast space continuously, compared to other download rankers which only measure participants/customers of those rankers, or users of a specific platform. As such, the PCT offers a holistic view of the reach and impact of all leading podcasts and podcast networks.

“This ranker looks deceptively simple,” notes Edison Senior Vice President Tom Webster, “but it’s the product of hand-coding tens of thousands of podcasts from a sample of over 4,000 podcast listeners. Podcast listening is still fairly fragmented, and it wasn’t until we had this large sample that we felt it would be responsible to even put out a top ten, let along a longer list.”

The PTC is sampled continuously throughout each quarter to negate the effects of limited releases and new shows and is weighted to the industry standard measure of podcast listening, the Infinite Dial research series from Edison Research and Triton Digital.


Edison Research Announced First Podcast Consumer Tracker Report



Edison Research has delivered to clients the first and only comprehensive measure of the comparative reach of America’s top podcast networks, the Podcast Consumer Tracker.

Edison, the leading podcast research company in the world, has been studying this rapidly evolving medium since 2006, and the Podcast Consumer Tracker represents the first successful endeavor to present a unified look at audience information at the publisher/network level. The Podcast Consumer Tracker also contains competitive intelligence, audience demographics, and sales targeting information for podcast publishers and networks.

The Podcast Consumer Tracker from Edison currently has 10 charter subscribers, including NPR, PodcastOne, Wondery, ESPN, WarnerMedia, and other significant publishing and agency partners. The study is based on a continuous sampling of consumers who have listened to a podcast in the last week. Comparative rankings of publisher networks are available only to subscribers.

Among the findings in the first report:

  • The Joe Rogan Experience is the leading podcast in terms of reach amongst weekly podcast consumers.
  • There are significant content consumption differences between iPhone and Android users, rendering “Top Podcast” charts derived exclusively from users of either to be unrepresentative of total listening behavior.
  • While the study tracks the relative reach of the top podcast networks, 54% of weekly podcast consumers have listened to an unaffiliated, independent podcast in the last week.

“This is the first study in the podcast space to tackle a universal measure of reach,” notes Edison SVP Tom Webster. “There are, of course, various charts of downloads that cover parts of the overall universe, but those either reflect only a portion of the podcast audience, or they measure publishers that opt-in. The Podcast Consumer Tracker’s goal is a truly inclusive measure of the comparative penetration of the leading publishers and networks. In that, we have been highly successful.”

In addition to network reach statistics, the study also provides the only nationally representatives look at the purchasing and consumption patterns of podcast listeners, content preferences, and advertising targeting information across a broad array of consumer goods and services.


Research Shows Podcasts Are Consumed By 13 Million People Daily



Edison Research LogoEdison Research, a survey research company, recently published a report called “Why Podcasting Is Bigger Than You Think.” This report expands on the “Share of Ear” survey conducted earlier this year, where Edison reported that approximately 2% of all daily audio consumption is devoted to podcasts. And while on its face, that 2% value may seem insignificant, Edison explains:

In Edison’s recent edition of our Share of Ear study, we released a graph showing that nearly 2% of the total time spent listening to audio was devoted to podcast listening. There were some who may have seen that figure and thought it small. It is not small. Certainly, as a “share” of audio, you can compare it to the share of a popular television show and see straight away that we are talking about significant consumption. But we also have to look at the fact that podcasts are not consumed by 100% of Americans (even if they were, by the way, a 1.7% share of ear would still be remarkable). In fact, if we deduct the persons from this statistic who don’t listen to podcasts, we get a very notable figure indeed.

Continue reading Research Shows Podcasts Are Consumed By 13 Million People Daily