Edison Research, the preeminent consumer survey organization for measuring audio consumption, is announcing two upcoming podcast studies that explore young and senior listeners. Edison calls them “two major podcast thought leadership studies,” and says they will be released in Q1.
Hit Play, Boomer: Podcasting’s 55+ Opportunity from NPR and Edison Research will focus on podcast listeners age 55 and older. The study will explore this often-overlooked but highly influential demo and its podcast listening behaviors.
The Gen Z Podcast Listening Report from SXM Media and Edison Research will provide an in-depth look at the podcast habits and motivations of the elusive and much-desired Gen Z listener.
“Everything we do at Edison Research works to drive the audio space forward with the highest quality data,” says Edison Vice President Megan Lazovick, who heads up the thought leadership efforts. “We believe these two studies will help advertisers understand the opportunities for audio to reach these two important generations and of course help the media companies who can deliver these audiences.”
No registration info for the (presumed) webinars as of this post.