Bridge Ratings: Podcast Time Spent Listening Revealed
June 1, 2016 at 4:07 AM (PT)
A new report from BRIDGE RATINGS says much excitement has been building in media quarters as more and more consumer research is released on podcasting. The company's "Podcasting Audit," revealed that 23% of the sample had listened to a podcast in the last month. This figure was corroborated by research firm EDISON RESEARCH.
Podcast Time Spent Listening
While the current research available from most analysis firms gives us insight into podcast usage and its growth, BRIDGE RATINGS went a step further to determine how long consumers spend listening to podcasts. Currently, advertisers and producers of podcasts don't know if listeners spent 5 minutes or an hour with their podcast, and this is a key area of need.
BRIDGE RATINGS paneled a group of over 3000 consumers 12-64 years of age who had listened to at least five different podcasts in the previous 30 days. The panel of podcast listeners were given a choice of either a paper or electronic "diary" with which they were instructed to keep track of their podcast listening over the course of seven days. Listeners wrote down the name of the podcast and the start time and end times of listening in each session.
The survey found, on average, 26% tuned out or abandoned the podcast started within the first thirty minutes. Multiple reasons were given for tune-out during podcast listening including topic, host, lifestyle impact, technical quality and whether or not the podcast held their interest.
- 19% abandoned the podcast at the 30-45 minute time.
- 15% abandoned podcasts over 60 minutes in length.
BRIDGE writes, "It's clear in most of the studies that the number of people listening to podcasts is at an all time high and that podcasting has become a medium which reaches a lot of people. The good news is that podcast consumers are more affluent and educated than average and younger as well. These are traits advertisers love and revenue growth potential for the medium remains positive.
BRIDGE also points out that there are three possible paths for revenue growth depending on market drivers and marketing.
- Drivers that can influence both usage and revenue include continued support and promotion through broadcast media - especially radio - which brings large numbers of potential podcast listeners in their weekly audiences.
- High profile radio personalities that have been expanding their reach beyond their radio shows into podcasting has contributed to particularly strong growth.
- And more frequently highly popular podcasts like "Serial", "This American Life" and the "TED Radio Hour" are drawing in new listeners weekly as awareness of these shows becomes mainstream.
BRIDGE notes, "while marketing spend has seen growth of 20+% over the last five years, listeners have grown by around 8% and listens have grown by 11%."
Read the full report here.