In a Wednesday webinar entitled The Podcast Consumer, data from Edison Research was unleashed in a presentation rich with numbers, charts, and full-throated advocacy for the growth, effectiveness, and importance of podcasting. Edison VP Megan Lazovick positioned Edison Research as an outright advocate for the popularity and influence of podcasting.
Key to that advocacy is the growth of the medium itself. “Podcast consumption continues at a record high,” Lazovick asserted, noting that 73% of those ages 12+ have ever consumed a podcast, 55% have consumed a podcast in the last month, and 40% have consumed a podcast in the last week.
No such thing as a discussion of podcasting without talking about video.
“Video podcasting has redefined that podcast landscape,” Edison asserts. A milestone is reached and breached: Fifty-one percent of the U.S. 12+ [population has watched a podcast at least once. Thirty-seven percent have done so in the last month, and 26% in the last week. This cohort is younger and more diverse than the audio-only consumers.
“It feels as if some people are just now waking up to the opportunities in video podcasting, but I can assure you that the audience has been awake, eyes wide open and watching for some time now.” –Megan Lazovick, Vice President, Edison Research
Here are Edison’s published key findings:
Podcasts offer high engagement and trust from listeners: 88% of weekly podcast consumers agree that hearing ads is a fair price to pay for free content; 68% say they don’t mind hearing ads on podcasts
Podcast consumers have a high-value consumer profile: Monthly podcast consumers are more likely to be college-educated and to have higher incomes than the overall market, and they have high incidences of business ownership and home ownership
Podcasts offer a diverse listener base: 51% of Black Americans ages 12+ and 58% of Latino Americans ages 12+ are monthly podcast consumers
And other findings:
— 31% of Americans age 18+ who have driven or ridden in a car in the last month ever listen to podcasts in their primary vehicle
— Those who use in-car infotainment systems are more likely to listen to podcasts in-car; 44% of those who are age 18+ who have driven or ridden in a car in the last month and use Android Auto or Apple CarPlay, listen to podcasts in-car
— 555 monthlyHow podcasts have achieved mainstream dominance. gold opportunity: delivers ROI and trust. Also forward-looking trends. Review all ways that podcasts offer competitive advantage.
Edison Research has released the webinar slides, free to download HERE.