The Podcast Consumer: An Infinite Dial® Report New study on podcast listeners in the U.S. now available for download
Today, Edison Research Vice President Megan Lazovick and Wondery COO and General Manager Jeanine Wright presented The Podcast Consumer 2023: An Infinite Dial 2023 Report at the Podcast Movement Evolutions conference.
The report contains new findings on U.S. podcast listeners and is a deep cut of survey data from The Infinite Dial 2023, which is presented with support from Amazon Music, Wondery, and ART19. The study also features data from Edison Podcast Metrics, Edison Research’s podcast measurement service.
The presentation is geared toward any entity that needs to demonstrate the value of the podcast listening audience.
Among many findings presented today, the main takeaways are as follows.
Podcasts:
Are mainstream
Have more listeners than ever who are spending more time than ever
Have substantial reach among young people and other key demos
Reach an affluent, employed, and educated audience
Have listeners who are receptive to podcast ads
Reach consumers who are aligned with your brands
About Edison Research Edison Research conducts survey research and provides strategic information to a broad array of clients worldwide, having conducted research in 66 countries. Edison Research’s The Infinite Dial® series has been the survey of record for digital audio, social media, podcasting, smart speakers, and other media-related technologies since 1998. The company’s Share of Ear® survey is the only single-source measure of all audio in the U.S. Edison Research is the leading podcast research company in the world, producing the only survey-based data on podcast listening in the U.S, Edison Podcast Metrics, and has conducted research for many companies in the space. Since 2004, Edison Research has been the sole provider of election data, race projections and analysis to the National Election Pool (ABC News, CBS News, CNN, NBC News) for every presidential primary and general election.
About Amazon Music Amazon Music is an immersive audio entertainment service that connects fans, artists, and creators through music, podcasts, and culture. Amazon Music brings fans closer to what they love, with curated and personalized playlists, artist livestreams, artist merch, and Amazon Exclusive podcasts. Prime members get access to over 100 million songs in shuffle mode, All-Access playlists, plus the largest catalog of top ad-free podcasts, included with their membership. Customers can upgrade to Amazon Music Unlimited for full, on-demand access to 100 million songs in HD and a growing catalog of Ultra HD and Spatial audio. Anyone can listen to Amazon Music by downloading the free Amazon Music app, or wherever they listen to music including Alexa-enabled devices. Learn more at www.amazonmusic.com.
About Wondery Wondery, an Amazon company, is a premium podcast studio known for character-driven, binge-worthy stories including Dr. Death, British Scandal, Even the Rich and Business Wars, and distribution of hit partner shows SmartLess, My Favorite Murder, Morbid and How I Built This. Wondery was behind eight of the “Top 25 New Shows of 2022”, according to Podtrac, including Twin Flames, Fed Up and Will be Wild. Over 50 shows from Wondery have hit #1 on Apple Podcasts including Scamfluencers and Twin Flames. Many Wondery podcasts have been adapted for scripted television or streaming series, including Dr. Death and Joe vs Carole on Peacock and The Shrink Next Door and WeCrashed on Apple TV+. Wondery has gained critical acclaim and commercial success for its immersive approach to sonic, emotionally driven storytelling. The Wondery app offers a unique, personalized podcast listening experience, including access to its premium ad-free offering Wondery+. With Wondery+, fans experience early access, exclusive episodes, and ad-free listening. https://wondery.com/
About ART19 ART19, an Amazon company, provides cutting-edge tools for on-demand audio hosting, distribution, ad serving, and audience measurement. At the intersection of publishers and advertisers, the company powers hundreds of millions of podcast downloads every month for the industry’s largest shows. ART19 enables publishers and advertisers to manage all content and ad operations in one place, offering best-in-class smart targeting capabilities, seamless integration with listening services, and a flexible infrastructure to continuously enhance revenue opportunities for its clients.
