State of American Podcasting 2016

Edison Research is the leading authority on consumer use and adoption of

new audio technology. For the last 20 years, Edison’s “Infinite Dial” study has

tracked usage of streaming, podcasting, and new audio platforms. Each

quarter, Edison’s “Share of Ear” study provides the definitive view of American

time spent and usage of audio content.

Advertiser Perceptions is the gold standard of advertiser and media agency

sentiment. Advertiser Perceptions conducted a series of studies on podcast

advertising consideration and intended use among brands and media agencies.

IPSOS is a leading media and marketing research company. IPSOS conducted a

national consumer study on podcast advertising awareness and recall.

Research partners

Americans1 in 5

THE COGNITIVE MEDIA PLATFORM

An open ecosystem of cognitive tools to harness the

power of media

% persons 12+ who have listened to a podcast in the last month

9%12%

14% 15%

21%

2008 2010 2012 2014 2016

Since 2008 monthly podcast listening grows 133%

Source: Edison Research, Triton Digital, “The Infinite Dial 2016”

have listened to a

podcast in the last month

4:10

5:57

U.S. total:

daily time spent

with audio

Podcast audience:

daily time spent

with audio

Podcast listeners are super fans of audio, spending almost6 hours each day with audio

Source: Edison Research, “Share of Ear,” Q1-Q3 2016, Q4 2016

Podcast

listeners spend

43%more time with

audio daily

Podcast consumers listen to podcasts the most

Share of content among podcast consumers

3%

3%

4%

12%

13%

17%

22%

26%

Other

TV music channels

SiriusXM

YouTube music videos

Owned music

Streaming

AM/FM radio

Podcasts

Source: Edison Research, “Share of Ear,” Q1-Q3 2016, Q4 2016

9788

Millennials & Gen Z:

13-34

Gen X:

35-54

Podcast listening is driven by Millennials and Generation Z

Source: Edison Research, “Share of Ear,” Q1-Q3 2016, Q4 2016

2/3of time spent listening

to podcasts comes from 13-34year olds

Minutes spent with podcasting daily among podcast listeners

Podcast reach is growing with younger listeners

Source: Edison Research, Triton Digital, “The Infinite Dial 2016”

11%

20%23%

27%

2013 2014 2015 2016

1 out of 4people aged 12 to

24 listen to a

podcast each

month

% of persons 12-24 who have listened to a podcast in the last month

The podcast audience is significantly younger thanother major media

Source: Edison Research, “Share of Ear,” Q1-Q3 2016, Q4 2016

29Podcast

median age

46AM/FM radio

median age

58ABC/NBC/CBS

median age

35%

49% 51% 51%63%

57% 55% 55%

Younger than

34 years old

Work full-time/

part-time

Some college/

college graduate

$50k+ HH income

Total U.S. audio listeners Podcast listeners

Podcast listeners are a desirable group for advertisers:younger, employed, and educated

Source: Edison Research, “Share of Ear,” Q1-Q3 2016, Q4 2016

Most podcast listening occurs at home throughout the day

Source: Edison Research, “Share of Ear,” Q1-Q3 2016, Q4 2016

8%

13%

17%

63%

Other

In the car

Work

Home

6%

19%

20%

24%

31%

Midnight-6am

3pm-7pm

6am-10am

7pm-midnight

10am-3pm

Where:% of time spent listening to

podcasts by location

When:% of time spent listening to

podcasts by time of day

Podcast listening: top locations and times

Source: Edison Research, “Share of Ear,” Q1-Q3 2016, Q4 2016

5%

9%

10%

11%

16%

22%

At home: overnights

At home: mornings

At work: midday

At home: afternoons

At home: midday

At home: 7pm-midnight

% of time spent listening to podcasts by location and time period

65%

47%

21%

Listened

past day

Listened past week,

not yesterday

Listened last month,

not last week

Ad recall is strong in podcasts

Source: Ipsos, August 2015

1 out of 5podcast listeners

recall an ad they

heard 2 weeks or

more after

hearing it

% of podcast listeners who recalled podcast advertising

Have you and your colleagues discussed podcast advertising for potential media investment?

How likely are you to consider advertising in podcasts in the next 6 months?

More marketers and agenciesare considering podcast advertising

Source: Advertiser Perceptions, September 2015 & July 2016 | September 2015 study of

310 marketers and agencies | July 2016 study of 284 marketers and agencies

58%

41%September 2015

July 2016

% yes

28%

18%September 2015

July 2016

% “definitely would consider”

More marketers and agenciesare already advertising or intend to

Source: Advertiser Perceptions, September 2015 & July 2016 | September 2015 study of

310 marketers and agencies | July 2016 study of 284 marketers and agencies

How likely are you to actually advertise in podcasts in the coming 6 months?

Do you currently advertise in podcasts?

21%

10%September 2015

July 2016

% “definitely will advertise”

21%

15%September 2015

July 2016

% yes

Key takeaways

• Podcast listening is on the rise and shows no signs of slowing down.

• Podcast listeners are super fans of audio.

• Podcast listening is driven by Millennials and Generation Z.

• Most podcast listening happens at home throughout the day.

• Podcast listeners are a desirable group for advertisers.

• Podcast advertising is growing, with more marketers and agencies

planning to advertise in podcasts.

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