This week the Westwood One blog looks at podcasting, an area of the audio industry that is quickly and continuously experiencing significant adoption growth.
It features data from the just-released Westwood One 2020 Audioscape, a report that looks at podcast consumer trends using data from Edison’s “Share of Ear” Report from Q3 2019.
- Podcast listeners are super fans of audio: Podcast listeners love audio and they want more of it. According to Edison’s Q3 2019 “Share of Ear” study, the average American consumes nearly four hours of audio each day. Podcast consumers spend more than 5 hours a day with audio, 36% more than the average.
- Podcast listeners are heavy consumers of spoken word content, especially when it is personality-driven: Podcast listeners are nearly twice as likely to listen to news compared to total audio consumers. Podcast consumers listen to personality-driven content three times more frequently than total audio consumers.
- Podcast share of time spent with talk and personality-driven podcast content continues to grow: Talk and personality content is one of the foundational pillars of podcasting. Among those who consume talk/personality content, time spent with podcasting is up +39% since two years ago.
- Podcast listeners are more likely to be smart speaker owners despite smart speaker owners spending little time listening to podcasts: More than one-third of podcast listeners own a smart speaker, +33% more than the total U.S. smart speaker ownership level. However, smart speaker owners spend little time with podcasts on a smart speaker device.
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