The Podcast Consumer 2019
A report from#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Study Methodology‣ In January/February 2019, Edison Research conducted a national telephone survey of 1,500people aged 12 and older, using random digit dialing techniques to both cell phones andlandlines (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 andolder (U.S. Online Population 12+).
‣ Online data weighted to match the Infinite Dial telephone demographics of those with internetaccess‣ Survey offered in both English and Spanish#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Podcasting Familiarity
TOTAL U.S. POPULATION 12+% FAMILIAR WITH PODCASTING

Estimated

197 Million

3737'07

'08

4345

45

46

46

48

'09

'10

'11

'12

'13

'14

49

'15

55

60

64

70

22

2006

#PodcastConsumer

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'16'17'182019© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast ConsumerPodcasting Listening
TOTAL U.S. POPULATION 12+% EVER LISTENED TO A PODCAST

Estimated

144 Million
5111132006'07

18'08

222325'09'10'112927'12'13#PodcastConsumer

30'14

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40'1744'18

2019© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Podcast Awareness:
TOTAL U.S. POPULATION 12+% FAMILIAR WITH PODCASTING

60
197064

1920
1917182426

2017

2018

#PodcastConsumer

Aware of podcasts
Ever listened to a podcast
Listened to podcast in last month

32

2019

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Reasons Non-Listeners Do Not Listen to Podcasts

The Podcast Consumer

BASE: U.S. ONLINE POPULATION 12+ AWARE OF PODCASTS BUT HAVE NEVE R LISTENED% SAYING REASON APPLIESPAGE 1 OF 2

75

Podcasts just aren’t for you
You don’t have enough time to listen to podcasts

51

Podcasts don’t provide anything that you
can’t already find elsewhere

49

Listening to podcasts can use up
a lot of your phone’s data plan41

You don’t have a podcast app on your phone

41

Podcasts are too long40

You have to pay to subscribe to podcasts
There aren’t any podcasts that cover
the topics you’re interested in#PodcastConsumer

38
36

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© 2019 EDISON RESEARCH AND TRITON DIGITAL

Reasons Non-Listeners Do Not Listen to Podcasts

The Podcast Consumer

BASE: U.S. ONLINE POPULATION 12+ AWARE OF PODCASTS BUT HAVE NEVE R LISTENED% SAYING REASON APPLIESPAGE 2 OF 235

You don’t really know how to find a podcast
You are not so sure how to listen to a podcast

33

There are so many podcasts thatyou don’t know where to start32

You don’t really understandwhat a podcast is
You don’t understand the difference
between a podcast and a radio show

22

18

Most podcasts are for educational purposes

16

There aren’t any podcasts withmusic in them or about music

16#PodcastConsumer

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The Podcast Consumer

Monthly Podcast Listening
TOTAL U.S. POPULATION 12+% LISTENED TO A PODCAST IN LAST MONTH

Estimated90 Million

911121214122008

20092010

2011

2012

2013

#PodcastConsumer

15

1720142015

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212016242620172018322019© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Monthly Podcast Listening
U.S. POPULATION% LISTENED TO A PODCAST IN LAST MONTH

20172018201936272721Men

2429

Women

#PodcastConsumer

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The Podcast Consumer

Composition of Monthly Podcast Consumers
U.S. POPULATION 12+

MONTHLY PODCAST CONSUMERS 12+

Men
54%

Men
49%

Women
51%

#PodcastConsumer

Women
46%

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The Podcast Consumer

Monthly Podcast Listening
U.S. POPULATION% LISTENED TO A PODCAST IN LAST MONTH

20172018201940273039313212Age 12-24

Age 25-54#PodcastConsumer

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1317Age 55+© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Composition of Monthly Podcast Consumers
U.S. POPULATION 12+

MONTHLY PODCAST CONSUMERS 12+

Age 18-34
39%

Age 18-34
28%
Age 35-54
32%
Age 12-1710%

Age 12-17
9%

Age 35-54
35%

Age 55+16%

Age 55+31%#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITALComposition of Monthly Podcast Consumers
U.S. POPULATION 12+

MONTHLY PODCAST CONSUMERS 12+

AfricanAmerican
13%

White
57%

The Podcast Consumer

White
66%
AfricanAmerican
11%

Hispanic
15%

Refused4%

Hispanic9%
Asian
Refused Other 4%
7%
3%

Asian
4%
Other
7%

#PodcastConsumer

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The Podcast Consumer

Composition of Monthly Podcast Consumers
ANNUAL HOUSEHOLD INCOME ABOVE $75,000

4112298$150K or more
$100K-$150K$75K-$100K

17111012

U.S. Population 12+

Monthly Podcast Consumers 12+#PodcastConsumer

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The Podcast Consumer

Composition of Monthly Podcast Consumers
EDUCATIONAL ATTAINMENT

U.S. Population 18+32
20High school or less

26

Monthly Podcast Consumers 18+27
19

Some college#PodcastConsumer

25

Four-year college degree

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28
20

Some grad school oradvanced degree© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Composition of Monthly Podcast Consumers
EMPLOYMENT STATUS

U.S. Population 18+

Monthly Podcast Consumers 18+514412Employedfull-time

1817

Employed
part-time

78

Temporarily
unemployed#PodcastConsumer

43HomemakerTHE INFINITE DIAL

8Retired

1110Student© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Weekly Podcast Listening
TOTAL U.S. POPULATION 12+% LISTENED TO A PODCAST IN LAST WEEK

Estimated

62 Million

78102013

2014

2015

1315172016

2017

2018

#PodcastConsumer

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222019© 2019 EDISON RESEARCH AND TRITON DIGITAL

Number of Podcasts Listened to in Last Week

The Podcast Consumer

U.S. WEEKLY PODCAST CONSUMERS 12+

Two15%

Three
17%

Four orFive
21%

One
16%

11 or more
14%

U.S. weekly podcast listeners averaged

Seven podcasts
in the last week

Six to Ten
17%#PodcastConsumer

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The Podcast Consumer

Device Used Most Often to Listen to Podcasts
U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+

Computer/Laptop25%

Smartphone/
Tablet/Portable
device65%

Smartspeaker10%#PodcastConsumer

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The Podcast Consumer

Number of Years Listening to Podcasts
U.S. ONLINE POPULATION 12+

5 YEARSOR MORE

3 YEARS TO< 5 YEARSEver listened to a podcast

1112

Monthly Podcast Consumers

1114

Weekly Podcast Consumers

1215#PodcastConsumer

1 YEAR TO< 3 YEARS

6 MONTHS
TO < 1 YEAR

LESS THAN
6 MONTHS

2921273030

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The Podcast Consumer

Listening to Podcasts Compared to One Year Ago
U.S. ONLINE POPULATION 12+Ever listened to a podcast

Monthly Podcast Consumers

Weekly Podcast Consumers

LISTENING TO
PODCASTS MORE

LISTENING TO PODCASTSSAME AMOUNTLISTENING TO
PODCASTS LESS

304228414647#PodcastConsumer

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9Podcast Consumers Who Ever Listen to Podcasts on…

The Podcast Consumer

U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+% EVER LISTEN TO PODCASTS ON SERVICE

Spotify

Pandora4335#PodcastConsumer

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The Podcast Consumer

Podcast Listening Locations
U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+% HAVE EVER LISTENED TO A PODCAST IN LOCATION

At home90

In a car or truck

64

While walking around/on foot49

At a gym/while working out

43

At work37

While riding public transportation

37#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITAL

Sources Used at Least “Occasionally” to Discover Podcasts

The Podcast Consumer

U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+% USING SOURCE “FREQUENTLY” OR “OCCASIONALLY” TO DISCOVER PODCAS TS

73

Searching the internet
Social media posts

67

Recommendations from friends/family

66
62

Recommendations from other audio program hosts
Advertisements on other audio programs

54

Recommendations from/Ads on AM/FM radio stations

46

iTunes music store/Google Play45

Recommendations found in publications

41

Recommendations by apps with personalization

40#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Activities Done While Listening to Podcasts
U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+% EVER LISTENED TO PODCASTS WHILE DOING ACTIVITY

Not doing anything else, just listening

70

Doing housework or chores

59

Driving

52

Relaxing before going to sleep

51

Cooking or baking

50

Walking outside

46

Running or exercising
Riding public transportation#PodcastConsumer

44
33

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© 2019 EDISON RESEARCH AND TRITON DIGITALWhich Podcast Topics are Consumers Interested in?

The Podcast Consumer

U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+% INTERESTED IN LISTENING TO TOPIC ON A PODCAST

Topic% Interested

Topic% Interested

Music

39%

Games/Hobbies

23%

News/Information

36%

Travel23%

Fantasy/Sci-fi

21%

Drama

19%

Philosophy/Religion

19%

Business

18%

Adult Fiction

16%

Biography/Memoir

16%Home/Garden16%

Entertainment/Celebrity/Gossip
HistorySports

32%
31%
31%

Food

30%

Mystery/Thriller

28%

Technology

28%

True Crime

28%Romance

14%

Wellness/Self-improvement

27%

Children’s

9%

Science26%

Language

9%#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITAL

Podcasts Downloaded and Listened to Later

The Podcast Consumer

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 andlistened to at a later time?”

Within 24hours ofdownloading
47%

Within 48
hours
31%
Longer thana week3%
Within aweek
19%#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITALPercent of Podcasts Downloaded and Listened toThe Podcast Consumer

BASE: U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+ AND HAVE EVER DO WNLOADED A PODCAST TO LISTEN LATER

51% to 75%
20%“What percent of all the podcasts you
download, out of 100 percent, would
you say you typically listen to?”26% to 50%
15%

1% to 25%
7%

76% to100%
58%#PodcastConsumerTHE INFINITE DIAL

© 2019 EDISON RESEARCH AND TRITON DIGITAL

Amount of Podcast Episode Typically Listened toThe Podcast Consumer

U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+Entirepodcast
52%“Think about the audio podcast episodes
you listen to. Do you typically listen to…?”

Just
beginningof podcast
2%Less thanhalf ofpodcast
5%#PodcastConsumer

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Most ofpodcast
41%© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Increasing Podcast Playback Speed
U.S. MONTHLY PODCAST CONSUMERS 12+% WHO INCREASE SPEED OF PODCASTS“Do you ever increase the speed of yourpodcasts in order to listen to them faster?”

26192018

2019

Phone Survey

Online Survey#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Reasons for Listening to Podcasts
U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+% AGREEING THIS IS A REASON(GAVE A “4” OR A “5” ON A 5 -POINT SCALE)

To learn new things

74

To be entertained71

To stay up-to-date with latest topics

60

To relax51

To feel inspired

47

To escapeFor companionship#PodcastConsumer

37
24

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The Podcast Consumer

Reasons Why Podcasts are Enjoyable
U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+% SAYING REASON APPLIES“You enjoy listening to podcasts because…?”
87

You can do other things while listening

80

They are portable

78

You can listen wherever you are76

For particular hosts

73

You can listen on a computer

59

They make you feel smarter#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast ConsumerWhat Make Podcast Listeners Listen More?
U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+% AGREEING (GAVE A “4” OR A “5” ON A 5-POINT SCALE)“You would listen to more podcasts if…?”
65

More podcasts available on topics interested in60

A well-known personality had a podcast

57

Had more time to listen

50

Podcasts were easier to discover45

Podcasts were easier to download/access

40

Notifications reminded you to listen
Advertisements reminded you to listen#PodcastConsumer

35

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Likelihood to Consider Brands Advertised on Podcasts

The Podcast Consumer

U.S. ONLINE MONTHLY PODCAST CONSUMERS 12+% GIVING RESPONSE“When you hear advertisements on podcasts, howlikely are you to consider the brand advertised?”

Much more likely

17

Somewhat more likely

37

Neither likely nor unlikely

39

Somewhat less likely

3

Much less likely

4#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITAL

The Podcast Consumer

Smart Speaker AwarenessU.S. POPULATION% AWARE OF ANY SMART SPEAKER BRAND

9479U.S. Population 12+#PodcastConsumer

Monthly Podcast Consumers 12+

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The Podcast Consumer

Smart Speaker Ownership
U.S. POPULATION% OWN A SMART SPEAKER

U.S. Population 12+

Monthly Podcast Consumers 12+343023181172017

2018#PodcastConsumer

2019

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Share of Ear
Americans’ Share of Time Spent
Listening to Audio Sources

Edison Research Share of Ear®

Share of Ear
Survey Methodology:
 4,398 respondents
 National sample 13+
 Online and offline Tracked since 2014
 Offered in English and Spanish

Edison Research Share of Ear ® 2019

Share of Ear
On average, Podcast Listeners spend

5 hours 39 minutes
per day listening to audio

Edison Research Share of Ear ® 2019

Owned Music
13%

Share of Ear

YouTube 11%

Podcast Listeners’ Share of Time
Spent Listening to Audio Sources
SiriusXM 4%
Streaming Audio
15%

TV Music Channels 3%

Podcasts
28%
AM/FM Radio
24%

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
Source: Edison Research. Podcast Listeners (defined as those who reported listening to apodcast 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 24hour audio listening diary. For more information contact info@edisonresearch.com

Other 2%

Share of Ear
Americans’ 13+ Share of Time Spent
Listening to Podcasts Over Time
20+122%103.9
1.7020142018

YouTube10%

Share of Ear

Podcasts42%

Podcast Listeners’ Share ofTime Spent Listening to Audio
Sources on a Smartphone
Owned Music
19%

Streaming Audio
18%

Other 5%
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

AM/FM Radio 6%

The Podcast Consumer 2019
A report from

#PodcastConsumer

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© 2019 EDISON RESEARCH AND TRITON DIGITAL