68 Million people are making podcast listening part of their weekly habits –– a 24 percent increase compared to last year’s data, according to a study released in The Infinite Dial® by Edison Research and Triton Digital: Adding up to more than 100 Million monthly podcast listeners.
The Infinite Dial® is the longest-running study of consumer behaviors around media and technology in America. Thursday’s data release showcased that online audio and podcasting is seeing steady growth.
The new data was released for the online community through a GoToWebinar Thursday morning by Tom Webster, Senior Vice President of Edison Research and John Rosso, President of Market Development for Triton Digital. (Dad jokes included).
The study showed trends in media usage and consumption habits around
- Streaming media
- Mobile media
- Social Media Behaviors
- Smart speakers
The data shows that while growth in some of the social media platforms are leveling out, the “audio brand space continues to be robust.” (AKA good news for podcasters). For access to the FULL STUDY Click Here.
Here are my observations
Social Media Takeaways:
- Facebook and Instagram still represent the majority of social media American’s are using.
- 25% of those in the US aged 12 to 34 use TikTok. TikTok is showing the biggest growth in social media users in 2020. (In other words, businesses & brands definitely should start figuring out TikTok if they aren’t already.)
- Monthly podcast consumers grew by 16% year-over-year cresting 100 million Americans for the first time.
- Weekly podcast listening grew 24 % of Americans 12+. That means 68 Million people are making podcast listening as part of their weekly habits aka lifestyle.
- Nearly half of 12 to 34-year-olds say they’ve listened to a podcast in the last month.
- Podcasts: “Certainly a medium to be taken seriously by advertisers.” – Tom Webster, Edison Research
- Podcast listeners consume an average of 6 podcasts a week.
- The largest percentage of podcast listeners in the US are between the ages of 12 and 34.
- Pandora & Spotify are tied when it comes to Americans of ages 12+ for monthly users, while Amazon Music has become a strong third place thanks to smart speakers.
If your podcast isn’t on Pandora, Spotify, or Amazon Music, now’s the time. Here’s how:
- If you are a content producer make sure your content is easily retrievable by voice.
In regards to COVID-19 impact:
“We’re still waiting for new data to come in, and to inspect some in the next 2 weeks,” Webster said.
“However, COVID-19 represents a giant disruption in people’s patterns, and those patterns include how podcasts fit into their typical day; which for now doesn’t exist. If you used to listen to podcasts on your commute, well, many of us aren’t commuting. And while we now have all of this time at home, which… is the top location for podcast consumption, many of us (myself included) now unexpectedly have kids at home.”
Webster continued that, “some podcasts may see a boost in consumption, but we’re still waiting on data to come in,” while discussing comedy and news categories.
All-in-all, there was a lot of great information shared, and it was nice to see pictures of all who were listening in. Almost like we were all “quarantined” together.
Thanks for sharing this fabulous montage. Proud to be apart of this amazing community.