From The Vulture:
If you’re a longtime Hot Pod reader, you probably know that I hold Edison Research’s annual Infinite Dial study in high regard. The survey-based study of digital media usage has been the longest-running measure of podcast audiences going back to the medium’s earliest days, and as a result, the story they’re able to tell is the one I consider the most reliable.
. . . .
I don’t need to tell you that a lot has happened over the last twelve months. From a purely podcast standpoint, the wave of lockdowns that began last spring — then ebbed, then flowed, then splayed out into a messy patchwork system — resulted in some initial declines in listenership as the morning commute went away, along with a significant restructuring of work processes and mild consternation over whether there’ll still be a podcast business on the other side of the pandemic.
. . . .
Eventually, though, podcast consumption rebounded as its structural advantages within the context of pandemic conditions came into sharper view. The medium lent well to remote-production workflows, which in turn attracted more participation from creators and celebrity talent and media companies, which in turn led to the creation of more podcasts and greater recruitment of their respective followings into the medium. Listening behaviors as a whole ended up adapting, moving away from the morning commute and towards more afternoon consumption. The case began to be made that podcasting, more so than many other new media infrastructures, was uniquely suited to meeting the moment. But the question was: To what extent?
The 2021 edition of the Infinite Dial study, published last week, gave an answer: to a considerable extent.
Let’s break the report’s podcast-specific findings out. To begin with, the study recorded gains in the major audience sizing metrics:
➽ 41% of the total U.S. population over the age of twelve, or an estimated 116 million Americans, can now be considered monthly podcast listeners, up from 37% the year before.
➽ 28% of the total U.S. population, or an estimated 80 million Americans, can now be considered habitual weekly podcast listeners, up from 24% the year before.
➽ Meanwhile, podcast familiarity — that is, the extent to which Americans are aware of the medium — continued to grow, present among 78% of the total U.S. population, or an estimated 222 million Americans, up from 75% the year before.
The American podcast audience was also found to have grown more diverse from a gender and ethnicity standpoint, with the study arguing that it has drifted towards a composition that more closely reflects the American population. (One specific finding that leapt out: There were exceptional gains among Hispanic listeners over the past year in particular.)
The report also found that the American podcast audience has deepened their engagement with the medium more generally. This is represented in the finding that weekly U.S. podcast listeners now average eight podcasts per week — typically interpreted as “podcast episodes” — up from six podcasts per week.
A quick note on some methodological progression here: This year’s report also includes a new “average podcast shows in the last week” measure, made distinct from a “podcasts per week” metric. The specific finding on that front: Weekly U.S. podcast listeners averaged 5.1 podcast shows in the last week.
. . . .
It should be clear by now that the podcast ecosystem is being fundamentally stitched into other media systems, whether we’re talking about the medium’s competition for listening time against other audio formats (like audiobooks) or how it’s being increasingly absorbed by competition between the large audio streaming platforms.
. . . .
➽ The report argues that “Spotify has solidified its spot as the largest single-source for online audio, and has played a role in the growth of podcasting (especially with younger listeners).” The platform leads in all the important measures, with Pandora consistently coming in second place.
➽ Audiobook listening seems to be flattening back out. After a spike in the 2019 study (50% of the total U.S. population, up from 44% the year before), that measure now hovers at 45% and 46% of the total U.S. population over the past two studies.
➽ Some interesting findings within the context of in-car media consumption. Of course, the broader point to consider is the fact that folks are driving less during the pandemic, but it’s still interesting to see that AM/FM radio has dropped to 75% of population from 81% of population in the “audio sources currently ever used in the car” measure and that half of the total U.S. population engages in online audio listening in the car through a cell phone, up from 45% of the population the year before.
Link to the rest at The Vulture
PG has a long and spotty history as a podcast listener.
- When podcasts first started to be a thing, PG checked out a couple and did not return. Amateur hour, crazy people, terrible sound and production quality.
- Later, production quality improved, more intelligent people, still didn’t connect with PG’s wowzer button.
- More recently, close to professional radio production quality, lots of different people discussing lots of different topics, PG subscribed to a couple of podcasts and listened to 1-2 of each, but then faded.
PG thinks that if he were commuting to work, he would quite likely be a regular podcast listener. Gazing out the window on the train, rumbling on a subway or sitting in traffic on a multi-lane highway would all seem to be good times for PG to enjoy hearing someone intelligent speak about topics of interest.
However, sitting in splendor in his cluttered office in the bowels of Casa PG or sitting in a less-cluttered room in a comfy chair, PG still doesn’t feel the urge to listen.
PG can read much faster than anyone can talk. If he closes his eyes to focus on a voice talking into his ears, he’s liable to doze off or daydream off.
With a good TV show, there are spoken words and pictures. (Mrs. PG got totally hooked on Virgin River after a binge watch. Her enthusiasm got PG interested and he enjoyed it so long as he could make an occasional comment to Mrs. PG during scene transitions. PG also liked the great nature shots and wants to travel to the location where the landscape film is show for photos. But how long do we have to wait for Season 3? Mrs. PG has, PG believes, either read all the VR books or has nearly read them all.)
PG can spend enjoyable time at his computer or iPad flitting around online reading/seeing interesting things.
So, for all the visitors to TPV who enjoy listening to podcasts, what is PG missing? He enjoys listening to music (almost always classical) to unwind, but that’s about the only ears-only media experience that he really connects with.
Are there best practices for listening to podcasts? Some podcast listening technique PG has missed? Feel free, as usual, to comment.