The Infinite Dial, annually produced by Edison Research, is in its 28th year as a universally sourced collection of metrics and trends pertaining to audio and streaming. It is underwritten by SiriusXM.
This year’s survey covers the traditional fields of streaming audio, podcasting, and smart audio (e.g. smart speakers). Additionally, and new to the Infinite Dial this year, are measurements of AI usage.
As in recent years, Edison VP Megan Lazovick presented the goods in today’s video session. James Cridland (Publisher, Podnews) was co-presenter (up early in Australia).
The broad topical points were:
- Digital Media Landscape.
- Audio & Streaming Trends: The study provided updated benchmarks for streaming audio, podcasting, and smart audio (smart speakers) to reflect shifting consumption habits.
- Social Media & Radio: Continued tracking of social media usage and the resilience of traditional radio.
- Debut of AI Usage Metrics: For the first time, The Infinite Dial included data on how consumers are using AI.
The addition of AI consumer use is new to the project this year, and it entered the presentation with a splash. “Generative AI Is Being Adopted in Massive Numbers,” the video audience was told. Specifically, 93% of Americans are familiar with at least one generative AI.
Recognition is not the same as usage, and we were told that 57% of Americans use at least one generative AI brand. That statistic drove the headline metric for this event — that over half of Americans us AI.
From there, a follow-on bit of information: AI users are involved with online audio, podcasts, social media, and YouTube more than non-users of AI. And it’s not a close race:
One of the key findings for this year’s Infinite Dial, and arguably the most startling, is this:
“AI adoption is moving faster than anything we’ve measured.” –Edison Research, The Infinite Dial
Here is the supporting metric: 93% of Americans are aware of at least one generative AI brand.
The presentation offered a historical review covering smartphone ownership and smart speaker use. Edison started in 1992. Spotify launched in 2008. “Online audio has really changed, ” Megan Lazovick exclaimed.
58%
That’s the number of Americans who are monthly podcast consumers — an all-time high, Edison emphasizes. In that broad metric we learn that monthly consumption has grown pretty steadily over three years:
Interestingly, over four years of tracking monthly podcast consumption, Edison discovered that the 35-54 age cohort grew its involvement with podcasting higher and faster than younger and older groups.
Other notes from the presentation:
- YouTube Music used most by the senior demographic
- “If you listen monthly, you listen weekly too.” (Podcast audiences are at record highs.)
- “YouTube is central to the American landscape” — 91% of Americans have ever used it.
- 57% of Americans have both listened to and watched a podcast.
- AM/FM radio is the most-used in-car radio. (To which James Cridland observed: “AM/FM is resilient in the car; but younger listeners are listening to digital audio in the car.”
- The disruption of traditional listening patterns is delayed in the car.
- James Cridland offered this about his car: “If it didn’t have CarPlay, I wouldn’t have bought it.”
Summary Observations
Edison Research finalizes this year’s Infinite Dial with six key observations
- Online audio has never been bigger and older Americans drive the latest increases
- 85% of Americans use social media but they are not using the same social platforms
- Podcast audiences are at record highs — and weekly consumption is catching up with monthly
- Video and audio podcasts aren’t competing — they’re expanding the audience together
- YouTube defies category and can’t be ignored
- AI adoption is moving faster than anything we’ve measured
The Infinite Dial presents a broad, multi-category scope which is difficult to summarize. As always with our research summaries, and especially with this one, we recommend pulling down the original slide presentation. It is HERE.