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T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
The Infinite Dial 2020#InfiniteDial
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Study Overview
‣ The Infinite Dial is the longest-running survey of digital media consumer behavior in America
‣ The annual reports in this series have covered a wide range of digital media and topics since 1998
‣ The Infinite Dial tracks mobile behaviors, internet audio, podcasting, social media, smart speakers and more
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Study Methodology
‣ In January/February 2020, Edison Research conducted a national telephone survey of 1502 people aged 12 and older, using randomdigit dialing techniques to both cell phones and landlines
‣ Survey offered in both English and Spanish
‣ Data weighted to national 12+ U.S. population figures
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Media & Technology
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
1014
31
44
53
61
7176
81 83 84 85
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Smartphone OwnershipT O T A L U . S . P O P U L A T I O N 1 2 +
% O W N I N G A S M A R T P H O N E
Estimated
240 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
29
39
49 51 53 5056 53
2013 2014 2015 2016 2017 2018 2019 2020
Tablet OwnershipT O T A L U . S . P O P U L A T I O N 1 2 +
% O W N I N G A T A B L E T
Estimated
149 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
9 917 17
2017 2018 2019 2020
Smartwatch OwnershipT O T A L U . S . P O P U L A T I O N 1 2 +
% O W N I N G A S M A R T W A T C H
Estimated
48 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
6975
79 78
2017 2018 2019 2020
Smart Speaker AwarenessT O T A L U . S . P O P U L A T I O N 1 2 +
% A W A R E O F A N Y S M A R T S P E A K E R B R A N D Estimated
220 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
7
1823
27
2017 2018 2019 2020
Smart Speaker OwnershipT O T A L U . S . P O P U L A T I O N 1 2 +
% O W N I N G A S M A R T S P E A K E R
Estimated
76 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Smart Speaker Ownership
21
11
1
Amazon Alexa
Google Home
Apple HomePod
T O T A L U . S . P O P U L A T I O N 1 2 +
% O W N I N G S M A R T S P E A K E R
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Number of Smart Speakers in HouseholdB A S E : U . S . A G E 1 2 + S M A R T S P E A K E R O W N E R S
67
48
45
22
28
23
11
24
32
2018
2019
2020
O N E T W OT H R E E
O R M O R E
M E A N# O F S M A R T
S P E A K E R S
1.7
X.0
2.0
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Number of Smart Speakers in HouseholdB A S E : U . S . A G E 1 2 + S M A R T S P E A K E R O W N E R S
67
48
45
22
28
23
11
24
32
2018
2019
2020
O N E T W OT H R E E
O R M O R E
2.2
2.0
M E A N# O F S M A R T
S P E A K E R S
1.7
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Number of Radios in Household
4
10
21
32
64
70
63
58
32
20
16
10
2008
2012
2016
2020
Z E R O O N E T O T H R E E F O U R O R M O R E
1.5
M E A N# O F R A D I O S
1.9
T O T A L U . S . P O P U L A T I O N 1 2 +
2.4
3.0
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
32
52
23
58
42
65
10
6
12
Total 12+
Age 18-34
Age 35+
Number of Radios in Household
Z E R O O N E T O T H R E E F O U R O R M O R E
0.9
M E A N# O F R A D I O S
T O T A L U . S . P O P U L A T I O N
1.5
1.8
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
32
31
58
58
10
11
Total 12+
Own a smart speaker
Number of Radios in Household
Z E R O O N E T O T H R E E F O U R O R M O R E
1.7
M E A N# O F R A D I O S
T O T A L U . S . P O P U L A T I O N
1.5
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
58
49
13
19
5
8
24
24
2018
2020
Radio Ownership and Smart Speaker Ownership
O W N A R A D I O B U T N O T A
S M A R T S P E A K E R
O W N B O T H A R A D I O A N D A
S M A R T S P E A K E R
O W N N E I T H E R A R A D I O N O R A
S M A R T S P E A K E R
T O T A L U . S . P O P U L A T I O N
O W N A S M A R T S P E A K E R B U T N O T A R A D I O
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Voice-Operated Personal Assistant Usage
48
31
26
20
8
62
Smartphone
Computer/laptop
Smart speaker
Tablet
Any other device
T O T A L U . S . P O P U L A T I O N 1 2 +
% U S I N G V O I C E - O P E R A T E D P E R S O N A L A S S I S T A N T S O N D E V I C E
Use any voice-operated personal assistant
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
2229
36 3842
2016 2017 2018 2019 2020
Amazon Prime SubscriptionT O T A L U . S . P O P U L A T I O N 1 2 +
% S U B S C R I B E T O A M A Z O N P R I M E
Estimated
118 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Social Media
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
10
21
44
5357
63 6670
77 80 77 79 80
2008* 2009* 2010* 2011* 2012* 2013 2014 2015 2016 2017 2018 2019 2020
Social Media Usage
* 2 0 0 8 - 2 0 1 2 : E V E R U S E F A C E B O O K , T W I T T E R , O R L I N K E D I N
% U S I N G S O C I A L M E D I AEstimated
226 Million
T O T A L U . S . P O P U L A T I O N 1 2 +
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Social Media Brand Awareness
94
87
87
83
69
58
96
93
92
87
72
64
54
95
91
90
86
70
64
61
59
Snapchat
TikTok
2018
2019
2020
T O T A L U . S . P O P U L A T I O N 1 2 +
% A W A R E O F S O C I A L M E D I A B R A N D
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Social Media Brand Usage
62
36
31
31
22
21
61
39
31
31
22
19
18
63
41
31
29
22
21
20
11
Snapchat
TikTok
2018
2019
2020
T O T A L U . S . P O P U L A T I O N 1 2 +
% U S I N G S O C I A L M E D I A B R A N D
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
8
18
41
51 5458 58
62 64 6762 61 63
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Facebook UsageT O T A L U . S . P O P U L A T I O N 1 2 +
% U S I N G F A C E B O O K
Estimated
178 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Facebook Usage
7972
49
67 69
49
6269
53
64
74
52
Age 12-34 Age 35-54 Age 55+
2017 2018 2019 2020
% U S I N G F A C E B O O K
U . S . P O P U L A T I O N
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Social Media Brand Usage (Age 12-34)
67
62
62
36
19
28
62
66
62
31
21
29
23
64
68
61
32
22
29
29
25
Snapchat
TikTok
2018
2019
2020
U . S . P O P U L A T I O N
% U S I N G S O C I A L M E D I A B R A N D
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Social Media Brand Usage (Age 35 and older)
59
21
13
28
23
17
61
24
12
30
22
13
15
62
26
14
28
22
16
15
3
Snapchat
TikTok
2018
2019
2020
U . S . P O P U L A T I O N
% U S I N G S O C I A L M E D I A B R A N D
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
65
62
62
57
52
54
7
7
9
12
16
16
4
8
9
14
13
9
5
4
5
5
5
4
4
5
3
5
5
5
15
14
12
7
9
12
2015
2016
2017
2018
2019
2020
Social Media Brand Used Most OftenB A S E : U . S . A G E 1 2 + S O C I A L M E D I A U S E R S
O T H E R
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
58
32
15
27
9
18
3
2
6
8 4 3
9
6
2015
2020
Social Media Brand Used Most Often (Age 12-34)B A S E : U . S . S O C I A L M E D I A U S E R S
O T H E R
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Live Streamed Video Games
15
7
15
9
20192020
% S A Y I N G Y E S
Currently ever watch live, streamed video games
Ever played a video game and streamed it live
T O T A L U . S . P O P U L A T I O N 1 2 +
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
19
11
19
11
Men Women
2019 2020
Currently Ever Watch Live Streamed Video Games
% S A Y I N G Y E S
T O T A L U . S . P O P U L A T I O N 1 2 +
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
29
103
26
116
Age 12-34 Age 35-54 Age 55+
2019 2020
Currently Ever Watch Live Streamed Video Games
% S A Y I N G Y E S
T O T A L U . S . P O P U L A T I O N 1 2 +
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
104
125
Men Women
2019 2020
Ever Played a Video Game and Streamed It Live
% S A Y I N G Y E S
T O T A L U . S . P O P U L A T I O N 1 2 +
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
13
5 2
16
6 3
Age 12-34 Age 35-54 Age 55+
2019 2020
Ever Played a Video Game and Streamed It Live
% S A Y I N G Y E S
T O T A L U . S . P O P U L A T I O N 1 2 +
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Online Audio
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
5 712
17 16 1521 20 21
27 2734
3945 47
5357
61 64 67 68
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 2020
Monthly Online Audio ListeningT O T A L U . S . P O P U L A T I O N 1 2 +
% L I S T E N E D T O O N L I N E A U D I O I N L A S T M O N T H
Estimated
192 MillionO N L I N E A U D I O = L I S T E N I N G T O A M / F M R A D I O S T A T I O N S O N L I N E A N D / O R L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E T
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
85
69
33
87
70
40
8676
42
Age 12-34 Age 35-54 Age 55+
2018 2019 2020
Monthly Online Audio Listening
% L I S T E N E D T O O N L I N E A U D I O I N L A S T M O N T H
U . S . P O P U L A T I O N
O N L I N E A U D I O = L I S T E N I N G T O A M / F M R A D I O S T A T I O N S O N L I N E A N D / O R L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E T
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
2 5 6 8 8 812 12 13
17 1722
2933 36
4450 53
57 60 60
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 2020
Weekly Online Audio ListeningT O T A L U . S . P O P U L A T I O N 1 2 +
% L I S T E N E D T O O N L I N E A U D I O I N L A S T W E E K
Estimated
169 Million
O N L I N E A U D I O = L I S T E N I N G T O A M / F M R A D I O S T A T I O N S O N L I N E A N D / O R L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E T
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Average Time Spent Listening to Online AudioB A S E : U . S . A G E 1 2 + W E E K L Y O N L I N E A U D I O L I S T E N E R S
H O U R S : M I N U T E S I N L A S T W E E K
6:13 6:318:02
9:17 9:46
11:5613:19 12:53
12:08
14:3913:40
16:4315:12
2008 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 2020
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Audio Brands
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Audio Brand Awareness
85
73
72
71
68
63
42
41
20
18
16
12
11
7
7
Pandora
iHeartRadio
Spotify
Apple Music
Amazon Music
Google Play
Napster
SoundCloud
NPR One
Radio.com
TuneIn Radio
Tidal
LiveXLive, formerly Slacker
AccuRadio
Deezer
T O T A L U . S . P O P U L A T I O N 1 2 +
% A W A R E O F A U D I O B R A N D
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Audio Brands Listened to in Last Month
25
25
14
12
11
9
8
Pandora
Spotify
Amazon Music
Apple Music
iHeartRadio
Google Play
SoundCloud
T O T A L U . S . P O P U L A T I O N 1 2 +
% L I S T E N E D T O A U D I O B R A N D I N L A S T M O N T H
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Audio Brands Listened to in Last Month
31
20
9
10
11
6
9
30
24
12
12
13
6
11
25
25
14
12
11
9
8
Pandora
Spotify
Amazon Music
Apple Music
iHeartRadio
Google Play
SoundCloud
201820192020
T O T A L U . S . P O P U L A T I O N 1 2 +
% L I S T E N E D T O A U D I O B R A N D I N L A S T M O N T H
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Audio Brand Listened to in Last Month (Age 12-34)
41
39
8
19
12
9
18
36
46
10
20
14
8
23
26
48
15
21
10
10
17
Pandora
Spotify
Amazon Music
Apple Music
iHeartRadio
Google Play
SoundCloud
201820192020
% L I S T E N E D T O A U D I O B R A N D I N L A S T M O N T H
U . S . P O P U L A T I O N
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Audio Brand Listened to in Last Month (Age 35-54)
35
14
13
9
16
8
5
37
18
16
11
17
8
6
35
20
20
10
15
10
4
Pandora
Spotify
Amazon Music
Apple Music
iHeartRadio
Google Play
SoundCloud
201820192020
% L I S T E N E D T O A U D I O B R A N D I N L A S T M O N T H
U . S . P O P U L A T I O N
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Audio Brands Listened to in Last Week
22
18
10
10
8
6
Spotify
Pandora
Apple Music
Amazon Music
iHeartRadio
Google Play
T O T A L U . S . P O P U L A T I O N 1 2 +
% L I S T E N E D T O A U D I O B R A N D I N L A S T W E E K
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Audio Brands Listened to in Last Week
16
23
9
6
7
5
20
22
11
9
8
5
22
18
10
10
8
6
Spotify
Pandora
Apple Music
Amazon Music
iHeartRadio
Google Play
201820192020
T O T A L U . S . P O P U L A T I O N 1 2 +
% L I S T E N E D T O A U D I O B R A N D I N L A S T W E E K
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
88
31
21
Aware ofPandora or SoundCloud
Listen toPandora or SoundCloud
in last month
Listen toPandora or SoundCloud
in last week
Pandora/SoundCloud Awareness and UsageT O T A L U . S . P O P U L A T I O N 1 2 +
% S A Y I N G Y E S
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
28 24 14 8 8 7 11Total
Own a smart speaker
Audio Brand Used Most Often
P A N D O R AS P O T I F YA P P L EM U S I C
I H E A R TR A D I O
A M A Z O NM U S I C
G O O G L EP L A Y
O T H E R
B A S E : U . S . A G E 1 2 + A N D C U R R E N T L Y E V E R U S E A N Y A U D I O B R A N D
O T H E R
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
28 24 14 8 8 7 11Total
Own a smart speaker
Audio Brand Used Most Often
P A N D O R AS P O T I F YA P P L EM U S I C
I H E A R TR A D I O
A M A Z O NM U S I C
G O O G L EP L A Y
O T H E R
B A S E : U . S . A G E 1 2 + A N D C U R R E N T L Y E V E R U S E A N Y A U D I O B R A N D
O T H E R
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
28
28
24
18
14
15
8
6
8
15
7
7
11
11
Total
Own a smart speaker
Audio Brand Used Most Often
P A N D O R AS P O T I F YA P P L EM U S I C
I H E A R TR A D I O
A M A Z O NM U S I C
G O O G L EP L A Y
O T H E R
B A S E : U . S . A G E 1 2 + A N D C U R R E N T L Y E V E R U S E A N Y A U D I O B R A N D
O T H E R
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
In-Car Media
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Audio Sources Currently Ever Used in Car
82
45
49
28
23
21
81
45
43
28
26
22
81
48
41
33
28
24
AM/FM radio
Owned digital music
CD player
Online radio
Podcasts
SiriusXM
201820192020
% U S I N G A U D I O S O U R C E I N C A R
B A S E : U . S . A G E 1 8 + A N D H A S D R I V E N / R I D D E N I N C A R I N L A S T M O N T H ; 8 9 %
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
57
56
52
50
15
15
15
20
14
13
15
12
9
12
12
11
3
3
4
4
2
1
2
3
2017
2018
2019
2020
Audio Source Used Most Often in Car
A M / F M R A D I O
O T H E R
O W N E DM U S I C
O N L I N EA U D I OS I R I U S X M P O D C A S T S
B A S E : U . S . A G E 1 8 + , D R I V E N / R I D D E N I N C A R I N L A S T M O N T H , A N D U S E A N Y A U D I O S O U R C E I N C A R
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
6 8 10 12 12 1519 18
2013 2014 2015 2016 2017 2018 2019 2020
In-Dash Information and Entertainment Systems
% O W N I N G I N - D A S H I N F O R M A T I O N A N D E N T E R T A I N M E N T S Y S T E M I N C A R
B A S E : U . S . A G E 1 8 + A N D H A S D R I V E N / R I D D E N I N C A R I N L A S T M O N T H ; 8 9 %
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Vehicle Integrated Mobile Operating Systems
2
2
6
4
8
6
9
5
Apple Carplay
Android Auto
2017
2018
2019
2020
% H A V E S Y S T E M I N P R I M A R Y V E H I C L E
B A S E : U . S . A G E 1 8 + , D R I V E N / R I D D E N I N C A R I N L A S T M O N T H , 8 9 %
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
59
1519
23
32 3438
42 4145
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Online Audio Listening in Car Through a Cell Phone
% E V E R L I S T E N E D T O O N L I N E A U D I O I N A C A R T H R O U G H A C E L L P H O N E
T O T A L U . S . P O P U L A T I O N 1 2 +
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Podcasting
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
22
37 3743 45 45 46 46 48 49
5560
6470
75
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 2020
Podcasting FamiliarityT O T A L U . S . P O P U L A T I O N 1 2 +
% F A M I L I A R W I T H P O D C A S T I N GEstimated
212 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
11 1318
22 23 2529 27 30 33 36
4044
5155
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 2020
Podcasting ListeningT O T A L U . S . P O P U L A T I O N 1 2 +
% E V E R L I S T E N E D T O A P O D C A S T
Estimated
155 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
9 11 12 12 14 12 15 1721 24 26
3237
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Monthly Podcast ListeningT O T A L U . S . P O P U L A T I O N 1 2 +
% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H
Estimated
104 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
2721
27 24
3629
39 36
Men Women
2017 2018 2019 2020
Monthly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H
U . S . P O P U L A T I O N
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
2731
12
3429
13
4236
17
49
40
22
Age 12-34 Age 35-54 Age 55+
2017 2018 2019 2020
Monthly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H
U . S . P O P U L A T I O N
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Men51%
Women49%
Men51%
Women49%
Sex of Monthly Podcast ListenersB A S E : U . S . A G E 1 2 + A N D L I S T E N E D T O P O D C A S T I N L A S T M O N T H
U . S. P O P U LA T I O N 1 2+ M O N T HLY P O D C A ST C O N SU M E RS 1 2+
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Age 12-3437%
Age 35-5431%
Age 55+32%
Age of Monthly Podcast ListenersB A S E : U . S . A G E 1 2 + A N D L I S T E N E D T O P O D C A S T I N L A S T M O N T H
Age 12-3448%
Age 35-5432%
Age 55+20%
U . S. P O P U LA T I O N 1 2+ M O N T HLY P O D C A ST C O N SU M E RS 1 2+
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Ethnicity of Monthly Podcast ListenersB A S E : U . S . A G E 1 2 + A N D L I S T E N E D T O P O D C A S T I N L A S T M O N T H
U . S. P O P U LA T I O N 1 2+ M O N T HLY P O D C A ST C O N SU M E RS 1 2+
White58%
African-American
13%
Hispanic18%
Asian4%
Other7%
White63%
African-American
11%
Hispanic11%
Asian5%
Other9%
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
7 8 10 13 15 1722 24
2013 2014 2015 2016 2017 2018 2019 2020
Weekly Podcast ListeningT O T A L U . S . P O P U L A T I O N 1 2 +
% L I S T E N E D T O A P O D C A S T I N L A S T W E E K
Estimated
68 Million
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Average Time Spent Listening to Podcasts
H O U R S : M I N U T E S I N L A S T W E E K
4:27 4:105:07
6:37 6:29 6:39
2015 2016 2017 2018 2019 2020
B A S E : U . S . A G E 1 2 + A N D L I S T E N E D T O P O D C A S T I N L A S T W E E K
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
One11%
Two21%
Three19%
Four or Five19%
Six to Ten18%
11 or more12%
Number of Podcasts Listened to in Last WeekB A S E : U . S . A G E 1 2 + A N D L I S T E N E D T O P O D C A S T I N L A S T W E E K
U.S. weekly podcast listeners averaged
Six podcastsin the last week
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Observations
Monthly podcast consumers grew by 16% year-over-year, cresting 100 million Americans for the first time.
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Observations
Approximately 169 million Americans listened to online audio in the last week, spending an average of over 15 hours doing so.
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Observations
More than six in ten Americans use some form of voice assistant technology. It is incumbent upon content producers to ensure their content is easily retrievable through voice.
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Observations
With nearly one-third of smart speaker owners having three or more devices in their homes, there is increased opportunity to produce audio for environments and contexts previously underserved.
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Observations
With smartphone, tablet, and smartwatch showing no new growth, in-car currently holds the most potential for digital audio growth.
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Observations
In-car media users continue to incorporate digital audio, though AM/FM remains strong.
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Observations
Pandora and Spotify are tied among Americans 12+ for monthly users, while Amazon music has become a strong third, buoyed by smart speaker owners.
#InfiniteDial T H E I N F I N I T E D I A L © 2 0 2 0 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L
Observations
Social media’s growth cycle seems to have ended, though Instagram continues to show growth, and TikTok has made a strong early impression.
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