When Alice falls down the rabbit hole, she enters a new world of wonders. So it is, apparently, with many podcast listeners. Once many people start listening to podcasts, they are hooked and start filling their days and nights with more and more.
Data from Share of Ear® supports this claim. The Share of Ear study is composed of respondents who keep a detailed one-day diary of all their audio listening. We can isolate those respondents who report having spent any time with podcasts on their diary day and look at all the things this group listens to. Bear in mind that a robust 21% of all Americans age 13 and older fall into this group. The graph below shows how podcast listeners spend their average day listening to all forms of audio.
As you can see, among those who listen to podcasts, 34% of their daily audio time is spent listening to… podcasts! And podcasting accounts for a plurality of their audio usage time.
Behind podcasts, the next largest piece of their listening pie goes to radio: podcast listeners spend 21% of their daily audio time with AM/FM radio and radio streams. That is followed by streaming music at 17%.
The data conforms with the ‘rabbit hole’ thesis – indeed once people discover the endless number of options and the entertainment and informational value provided by podcasts, they devote more and more time to this ever-emerging new medium. Once Alice finally came to the end of her fall down the hole, she found “the loveliest garden you ever saw.” A fair description of the wonderland of podcasting as well.
Register for the True Crime Consumer Report Webinar
Yesterday at Podcast Movement in Washington, D.C., Edison Research with support from audiochuck, debuted the True Crime Consumer Report. This report offered fresh insights into the rapidly growing true crime genre. But the excitement doesn’t stop there — on Thursday, September 12 at 2 PM EDT, Edison Research will be exploring more into this genre in a webinar.
Edison Research Senior Director of Research Gabriel Soto will present insights and captivating videos from true crime fans. Don’t miss this opportunity to gain an insider’s perspective on one of the most intriguing genres in the audio world.
Last chance to secure your exclusive NEP data package with Reuters
There is now limited time remaining to secure your National Election Pool (NEP) data ahead of November’s U.S. Presidential Election.
Edison Research and the National Election Pool (NEP) have partnered exclusively with Reuters to distribute U.S. Election data in 2024, via their NEP data package. This solution offers vote count and exit polls, all accessible via API and a secure web portal.
When you subscribe to Reuters NEP package, you will also receive Reuters Fact Check-Feed, at no extra cost, to help navigate misinformation surrounding this key event.
In case you missed it, last week Edison Research released the Music Discovery Report, detailing how important following music is to the U.S. population 12+ as well as what specific platforms audiences use to stay up to date with music. The report also tracks how platform usage has evolved over time.
The never-before-seen findings were presented in a webinar led by Alex Bargiacchi, Senior Director at Edison Research.
