On-Demand Audio Hits High Notes
Edison Research: Podcast Listeners are Young, Upscale and Educated
At Futuri Media, we’ve been touting the powerful potential of on-demand audio, and we’re pleased to see consumers at backing us up. Podcast listening is at an all-time high, with 47 million Americans, or 17% of adults 12+, reporting they’ve listened to on-demand audio in the last week. They’re listening to an average of 7 shows per week and about one-third stream 5 hours or more of podcast content each week, according to Edison Research’s new “Podcast Consumer 2018” study.
Even with more occasional listeners, podcast awareness is growing steadily and listening is up across demographic groups, strong indicators that podcasts are becoming mainstream media. The Edison study notes that 26% of Americans, or 73 million people, have listened to a podcast in the last month, up from 15% in 2014 and just 9% in 2008, while 44% of respondents, or 124 million listeners, have ever listened to a podcast, up from just 11% in 2006.
About one-third of both adults 12 to 24 years old and 25 to 54 years old said they’ve listened to a podcast in the last month, however just 13% of adults 55+ have tuned in. Among genders, listening was split evenly at 48% female and 52% male. Podcast listeners tend to be educated and high-earners, with about half of monthly listeners earn at least $75,000 per year, including 15% who make more than $150,000 per year, while 27% have an undergraduate degree and 34% have attended some graduate school.
Key takeaways: In today’s crowded media market, podcasting can offer innovative ways to both deliver content and brand messaging. With a fast-growing audience and attractive characteristics, it’s no wonder more advertisers are exploring on-demand audio. Similarly, radio broadcasters are investing in more on-demand content and distribution capabilities.
At Futuri Media, a global leader in SaaS technology designed to drive audience and revenue growth for broadcasters, we can help our partners maximize their content for on-demand listening and develop revenue opportunities. POST, our on-demand and podcasting platform, allows hosts and station staff to seamlessly convert on-air content for on-demand listening across multiple platforms, including your website and mobile app, social networks and podcast networks.
Our in-studio, touchscreen system makes it simple for both hosts and producers to grab portions of broadcasts, or even in-studio interviews and performances, and transform them into podcasts. We also offer transcription, so you can attach text descriptions to maximize search results, and access to a fully-licensed image library. (We know everyone likes good photos!)
To help monetize podcasts, our POST system is PPM encoded, which enables broadcasters to measure their digital listening in the same ratings system as on-air audiences. That provides radio stations with data to bring to clients and also to track their own listening trends. POST also offers ad-insertion, allowing stations to deliver custom messaging inside podcasts and on-demand audio.
Ready to take your on-demand audio to the next level? Contact your Futuri Media partner rep or contact us here.