Audio  and  Podcasting  in  the  US

Damian  Radcliffe January  2016@damianradcliffe

Some  key  stats  and  trends

This  is  where  we  were,  just  over  5  years  ago

Note:

• Less  than  half  have  heard  of  podcasts

• 71%  listen  on  their  computer  –not  a  mobile  device

• Number  of  “watched”  podcasts

What’s  changed?

Notable  growth  in  podcast  consumption

Mobile/Portable  devices  playing  a  role

Where  we  are  now:  8  key  charts  from  PewAnd  some  thoughts  from  me

Big  growth  in  online  listening

Potential  drivers:

• Increase  in  connectivity>  broadband,   Wi-­‐Fi   and   at  work   connections

• Mobile  devices

• 3G  and  4G

• Increased  /  cheaper  data  plans

But  still  only  just  over  half  of  US  adults

Beginning  to  change  in-­‐car  listening

But  still  less  than  4/10

Awareness  more  than  doubled  in  a  decade

But  still  less  than  half

With  17%  listening  in  the  last  month

This  “revolution”  

(evolution?)  may  have  been  

overstated However,  growth  is  discernible

Case  Study:  NPR

Sources  of  optimism

Americans  consume  4+  hours  audio  a  dayEdison’s   Share   of  Ear™  report  used   results   are  from  a  nationally   representative   sample   of  2,096  Americans   ages  13+  who   completed   a  24-­‐hour   audio   listening   diary   during  May   2014.  

The  study  revealed:

1. Americans  spend  an  average  of  4  hours  and  5  minutes  each  day  consuming  audio.

2. More  than  52%  of  that  time  goes  to  broadcast  radio  on  all  its  various  platforms.  

3. Other  sources  of  pre-­‐programmed  audio  now  control  26%  of  listening  time.

4. Listening  to  your  own  music  collection  accounts  for  more  than  20%  of  time  spent   listening.

7  key  stats  collated  by  Search  Engine  Journal1. 17  percent  of  US  adults  had  listened  to  a  podcast  during  the  month  leading  up  to  

annual  survey  in  2014.  That  was  a  9  percent  increase  from  2008.  (Source)2. In  2013,  Apple  surpassed  1  billion  podcast  subscriptions.  (Source)3. 1  in  4  podcast  listeners  plug  their  smartphone  or  MP3  player  into  their  car  audio  

system.  (Source)4. By  2025,  50  percent  of  cars  will  have  Internet  connectivity.  (Source)5. As  of  2014,  58  percent  of  Americans  own  a  smartphone.  (Source)6. 67  percent  of  podcast  listeners  don’t  mind  sponsorship  messages  and  occasionally  find  

them  useful,  compared  to  only  6  percent  positive  sentiment  expressed  for  the  advertising  approaches  of  television  or  commercial  radio.  (Source)

7. Only  3  percent  of  marketers  are  currently  using  podcasting  in  their  social  media  marketing  strategy.  However,  32  percent  have  a  desire  to  learn  how  to  use  podcasting  in  their  marketing  efforts  and  23  percent  have  plans  to  increase  their  podcasting  activities  in  2013.  (Source)

Podcaster  listeners  really    love podcasts

You  just  need  to  convert  them

From  the  Washington   Post:

• Podcasters  like  the  personal  connection   they  have  with  fans  who  listen  through  ear  buds  or  headphones,   which  can  make  shows  feel  more  intimate  than  other  forms  of  media.

• Roman  Mars  (99%  Invisible) said  he  keeps  that   in  mind  and  mikes  himself  more  closely  than  he  used  to.  This  allows  him  to  use  a  quieter  voice,  which  he  calls  a  “head  voice,”  in  the  hopes   of  more  closely  connecting  with   listeners.

• Fans  “have  helped  to  raise  nearly  $600,000  in  the  past  three  years  — money  that  has  allowed  Mars  to  hire  three  reporters  and  producers.”  (The  article  notes  5  years  ago  he  had  a  5k  budget)

There’s  a  potentially  captive  audience

“Americans  spend  more  than  three  hours  a  day  commuting,  working  out  and  doing  household  chores  that  can  be  

accompanied  by  audio  entertainment,  according  to  census  data  studied  by  Matt  Lieber,  a  former  public  radio  producer  who  co-­‐founded  the  podcast  company  with  Blumberg.”

And  lots  of  great  content  out  there

With  more  coming  on-­‐stream  every  day