Edison Research Releases First Podcast Consumer Tracker Study

Study

EDISON RESEARCH's Podcast Consumer Tracker study of podcast listeners has been released, with 10 charter subscribers, including NPR, PODCASTONE, WONDERY, ESPN, and WARNERMEDIA.

The study uses a continuous sample of podcast listeners; while publisher rankings are available only to subscribers, the company disclosed that "THE JOE ROGAN EXPERIENCE" topped its reach rankings in the first report, and added that there are "significant content consumption differences between iPHONE and ANDROID users," which means that charts exclusively based on listening to one or the other platform are "unrepresentative of total listening behavior." And the study added that while it tracks networks, 54% of weekly podcast consumers listened to an independent podcast in the last week.

“This is the first study in the podcast space to tackle a universal measure of reach,” said SVP TOM WEBSTER. “There are, of course, various charts of downloads that cover parts of the overall universe, but those either reflect only a portion of the podcast audience, or they only measure publishers that opt-in. The Podcast Consumer Tracker’s goal is a truly inclusive measure of the comparative penetration of the leading publishers and networks. In that, we have been highly successful.”

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