Edison Research posted its annual research around podcasting. Key highlights: Listening continues to grow Audience skews wealthier and more highly educated than general U.S. public 58% of listeners spend on average more than 3 hours/week listening to podcasts Access the slide share. Watch presentation here:
“With more content to consume via blogs, editorial websites, social platforms, YouTube, etc., Internet audiences have less patience for material that is not engaging or immersive. Many consumers don’t have the time (or will or energy) to read long-form articles and essays. Instead, they’d rather see, or hear, the subject matter being presented for them. As … Continue reading Are Podcasts the New Blogs?
Because of the increased simplicity and rise of mobile, podcasts reach listeners at times when they can focus on the content and aren’t otherwise inundated with messaging: 85 percent of listeners hear all (or most of) a podcast 69 percent of monthly listeners use their smartphone/tablet/portable device 51 percent of podcasts are listened to at … Continue reading Right Time, Right Place
According to Edison Research (2017), monthly podcast listeners 18+ are more favorable than the general U.S. population in: Annual Income: 45 percent of monthly podcast listeners 18+ have annual household incomes >$75K (compared with 35 percent of the U.S. population); 16 percent have annual household incomes >$150K (vs. 10 percent of U.S. population) Education: 30 … Continue reading Highly Desirable Audience Demographics
To date, measurements and monetization efforts have been limited to Downloads: Services measure podcast downloads, which usually occur when listeners subscribe to an automated feed. However, just because a podcast is downloaded doesn’t mean it was played – or how much of it was played. Direct response ads: With pre-roll, mid-roll, and post-roll ads – … Continue reading Measurement & Monetization