Under Age 55..Podcasts Are Top Platform For Spoken Word Audio

In a relatively short time listening to spoken word audio has been transformed. According to Edison Research/NPR's ongoing 'Spoken Word/Audio Report, when respondents were asked about all of their audio consumption in its Share of Ear® studies, respondents said they were listening to in four broad categories:

• Music
• News
• Sports including Sports Talk and
• Personalities/Talk Shows

This forms the basis of many of the ways they analyze the information – as an example they total the non-music categories for the “Spoken Word Audio Report” and conduct in partnership with NPR.

In Edison's latest Insights Newsletter, they featured the extraordinary change in the “Personalities/Talk Shows” category since they began Share of Ear back in 2014. At that time, the share of time spent listening to “Personalities/Talk Shows” was: AM/FM Radio 74%, Podcasts 12%, All others 14%. The numbers in its most recent update for the second quarter of 2022 show a startlingly different picture: AM/FM Radio 39%, Podcasts 41%, All others 20%.

Edison notes than when we look inside the numbers, the story is more stark.

• Among 13-34 year-olds, the numbers are: AM/FM Radio 13% , Podcasts 60%, All others 27%.
• Among those age 55 and older: AM/FM Radio 68%, Podcasts 21%, All others 12%.

The Spoken Word Audio Report from NPR and Edison Research explores specific types of spoken word content, various spoken-word platforms, and devices used to consume spoken word content. With young people in the U.S. listening to spoken word audio more than ever, this year’s study includes a special focus on Gen Z consumption.

These nuggets were released as a preledye to a live wbeiner prestation on Thuyrsday, Octob er 27 at 2pm Eastern.

At that time Lamar Johnson, VP of Sponsorship Marketing at National Public Media, and Megan Lazovick, Vice President at Edison Research will present more findings from The Spoken Word Audio Report 2022.

➤To register for the webinar: CLICK HERE.