Edison Research Releases Podcast Consumer Report 2018

Podcasting Report

EDISON RESEARCH has released their Podcast Consumer 2018 study, based on EDISON and TRITON DIGITAL's INFINITE DIAL, NPR/EDISON's SMART AUDIO REPORT, and EDISON's SHARE OF EAR research, and the conclusions aren't surprising: Podcasting continues to grow, with monthly listeners up from 24% to 26% and weekly listening up from 15% to 17% among Americans 12+ with similar small gains in all demographic breakouts.

The study shows:

• 64% of Americans are aware of the term "podcasting," up from 60% last year and 49% only three years ago
• 44% say they've ever listened to podcasts, up from 40% last year
• Listening is split 52% male and 48% female
• Listening leans younger and wealthier than the U.S. demographic composition
• Smartphones are increasingly the primary device used to listen to podcasts
• Podcast listeners are more likely to own smart speakers, mostly AMAZON devices

The report also updates the SHARE OF EAR study with additional podcasting information, including that podcasting's "share of ear" has doubled in 4 years and in-car listening is increasing, offering more growth opportunity for the medium.

Find more here.

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