If any radio station still has doubts about making a show available as a podcast, this should help clear things up. Newly released data from Edison Research shows that people who have embraced podcasts spend more time with on-demand audio.
Edison says among podcast listeners 13+ spent a third (34%) of their listening time with podcasts during the second quarter. That compares to 21% of their audio listening time going to over-the-air radio. That’s followed by streaming music at 17%, and YouTube at 12%.
“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,” Edison says in a blog post. “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,” it says.
The Share of Ear data is compiled from listening habits from respondents who keep a detailed one-day diary of all their audio listening.
The impact of shifting audio habits will continue to grow as podcast listening is also continuing to grow. Edison says that during the second quarter, one in five (21%) of Americans aged 13 and older said they were daily podcast listeners.
Nielsen’s quarterly report The Record, which is based on Edison Research Share of Ear data, finds varying levels of podcast listening based on age. Among 18- to 34-year-olds, it says more than a third (35%) of daily listening time went to podcasts in Q2. That compares to a quarter of daily listening time among 25- to 54-year-olds. And among those 35 and older, podcasts have a 13% share of daily listening time.
Overall, AM/FM radio continues to dominate daily audio listening. Between April and June of 2024, Nielsen says listeners gave 67% of their daily time with ad-supported audio to radio vs. 7% to podcasts.
Comments