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Surge in Latino podcast listening the #1 “Top Finding” in 2021 from Edison Research

In an online presentation today, Edison Research released its Top Ten Findings of 2021, an interesting selection of key metrics from the company’s many consumer survey studies such as The Infinite Dial, Share of Ear, Podcast Consumer Tracker, and The Black Podcast Listener Report. 

The presentation was hosted by Edison SVP Tom Webster and Director of Research Laura Ivey.

In a countdown format, the #1 top finding was this: “Thirty-six percent of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020.” That metric comes from The Latino Podcast Listener Report 2021.

RAIN readers who think of Edison Research as an audio research company exclusively could be surprised by the #10 top finding, which is political:

10. The Republican candidate for Governor in Virginia was vastly more popular with Independents, and that made all the difference.

The research source for this result is exit polling; Edison Research conducts vast nationwide exit polling across the U.S. which and is the sole provider of exit polling to every major news organization in predicting and calling election results.

Below are the 10 top findings and their survey sources. Each of the audio-related findings (#8 through #1) includes one supporting chart from the many presented in the webinar.

10. The Republican candidate for Governor in Virginia was vastly more popular with Independents, and that made all the difference.

Source: Election Exit Polls 

9. Social media users of differing political ideologies believed the allegations brought against Facebook by whistleblower Frances Haugen. Could the concern around the impact of social media be something that supersedes politics? 
Source: The Social Habit 

8. The most engaged listeners are the most receptive to advertising messages. 
Sources : Radio Live on Air and Everywhere with NPR and Edison Research and The Spoken Word Audio Report from NPR and Edison Research  


 
7. Eighty-nine percent of recent and prospective auto buyers in the U.S. say a broadcast radio tuner should be standard equipment in every car.  
Source: The WorldDAB, Radioplayer, NAB, Commercial Radio Australia, Xperi 

6. The number of Americans age 13+ who have a paid audio subscription has more than doubled since 2015, from 23% to 48%. 
Source: Share of Ear 

5. Moms in America are much more likely to own a smart speaker than the average person in the U.S. 
Source: Moms and Media 

4. Podcasting continues a growth trend as consumption in other countries catches up to the U.S. 
Source: The Infinite Dial

3. Podcasts need male and female fans to make it to the top of the charts.
Source: Podcast Consumer Tracker 

2. Black podcast listeners have strong connections with podcasts – they would listen to more podcasts if there were more Black hosts, and they are likely to interact with a brand if it is advertised on a podcast with a Black host. 
Source: The Black Podcast Listener Report 

1. Thirty-six percent of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020. 
Source: The Latino Podcast Listener Report 2021 

And…

Bonus point:  Video continues to become a bigger part of audio discovery and consumption, including listening to podcasts. 
Sources: The Infinite Dial from Edison Research and Triton Digital, Black Podcast Listener ReportPodcast Consumer Tracker 

Brad Hill

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