Mother's Day Coming. So Is Edison's Women's Audio Report

Edison Research, in collaboration with SiriusXM Media, is set to release the Women's Audio Report, a detailed study focusing on women's audio consumption habits in the United States. 

The report will be unveiled through a two-part webinar series scheduled for April 15 and April 29, 2025, at 2 PM ET. The initiative reflects Edison Research's ongoing commitment to exploring audio trends and listener behaviors, particularly within specific demographic groups. 

The webinars will provide insights into key aspects of how women engage with audio content, including listener demographics, content preferences, discovery habits, and their interaction with advertising. The presentations will be led by Megan Lazovick, Vice President at Edison Research, and Melissa Paris, Vice President of Sales Research at SiriusXM Media, offering a blend of research expertise and industry perspective.

Expanding on the significance of this report, it’s worth noting that women represent a substantial portion of audio consumers, yet their specific preferences and behaviors are not always fully understood or highlighted in broader industry analyses. The report is expected to cover how women discover audio content, whether through podcasts, music streaming, or spoken-word formats like audiobooks and radio. 

It may also explore how factors such as age, lifestyle, or cultural background shape their choices. Additionally, the inclusion of advertising engagement suggests the study will offer practical insights for marketers looking to reach female audiences more effectively through audio channels.

The decision to present the findings in a two-part webinar series indicates a depth of data that goes beyond a single report. The first session on April 15 might focus on foundational findings—demographics and consumption patterns—while the second on April 29 could delve into more nuanced topics like content preferences or actionable takeaways for the industry. 

As streaming platforms, podcasts, and smart speakers continue to grow, companies are eager to refine their approaches to different listener groups. The Women's Audio Report could reveal shifts in how women use audio compared to men or highlight emerging trends, such as the rise of female-driven podcast genres like true crime or wellness. For SiriusXM Media, a partner in this project, the findings could inform programming and advertising strategies across its vast network, which includes satellite radio and streaming services.