The last word in podcasting news. Every Thursday, James Cridland from Podnews in Australia and Sam Sethi, from 'Podcast First' River Radio in the UK, review and analyse some of the week's top podcasting news from around the world. They also interview some of the biggest names making the news. Sponsored by Buzzsprout and SquadCast.
https://podland.news
00:00 Sam
Hello, and welcome
00:00
back to pod land.
00:01
I am joined today by Laura
00:01
Ivy she's director of
00:04
research at Edison research.
00:06
Now I was fortunate to see
00:06
Laura in London, recently at
00:10
the podcast futures, and she
00:10
gave a brilliant presentation
00:13
on the infinite dial 2021,
00:13
the UK report, Laura.
00:17
Hello, how are you?
00:19 laura_ivey-2022-3-1__12-51-56-CFR
Hi.
00:19
Great.
00:19
Thank you?
00:20
Thanks for having me.
00:21 Sam
Now I was sat
00:21
with well-paid and we
00:23
were really impressed
00:23
with your presentation.
00:25
there's some great stats
00:25
that came out of it.
00:27
So I really wanted to get you on
00:27
to talk about that presentation.
00:30
It was a UK focus, where
00:30
is podcasting these days in
00:33
the UK, and maybe generally.
00:35 laura_ivey-2022-3-1__12-51-56-CFR
So we've done the infinite
00:36
dial for several years
00:36
in the United States.
00:38
And in the past few
00:38
years, we have data now
00:40
on Canada and Australia.
00:42
most recently, South
00:42
Africa, but last fall, we
00:45
did an infinite dial UK.
00:47
And as part of that,
00:48
we did look at podcasting
00:48
in the UK but what we're
00:51
seeing overall is, a.
00:52
Technology that was very
00:52
much skewed towards men.
00:56
We're now seeing much more
00:56
of a balance and, looking
00:59
at podcasts listeners in the
00:59
states, we are looking at
01:02
almost a 50, 50 splits men in.
01:05
We know that can be a
01:05
different story when we look
01:07
at maybe content creators.
01:08
But if you're talking just
01:08
about listeners, even monthly
01:11
listeners, people who listen
01:11
regularly, we're seeing
01:15
that about almost half of
01:15
them are women now, which
01:17
is very much an increase in
01:17
change in the past few years.
01:21 Sam
how does that roll out
01:21
with younger listeners as well?
01:24 laura_ivey-2022-3-1__12-51-56-CFR
So we're finding that with
01:25
younger listeners, we do
01:25
have a nice percentage.
01:28
of, younger listeners let's
01:28
say 1234 who spent a lot
01:32
of time with podcasts.
01:34
And what we know about
01:34
people who listen to podcasts
01:37
is they listen to them.
01:38
a lot, but the reach
01:38
is definitely high
01:39
with young people.
01:40
Maybe, if we look a few years
01:40
back, there was a perception
01:43
that podcasts would be sort of
01:43
along the lines of audio books
01:47
might have an older audience,
01:47
might be more technology
01:50
focused or interest focus
01:50
might be a little more dry.
01:54
And we're finding out that
01:54
young people have really
01:55
leaned into the medium and
01:55
podcasts are a very effective
01:59
way to reach young people.
02:00 Sam
And I was surprised when
02:00
I found my 22 year old daughter
02:04
actually prefer to listen to
02:04
podcasts than listen to radio.
02:08
We were traveling somewhere
02:08
together and she said, oh, let
02:10
me just put this podcast on.
02:11
I had no idea that she
02:11
listened to podcasts at all.
02:14 laura_ivey-2022-3-1__12-51-56-CFR
Well, we were sharing one day.
02:15
internally we have a podcast
02:15
club at Edison research, so we
02:19
listened to a series or choose
02:19
a podcast and we debrief just
02:22
like you would a book club.
02:23
And one of the younger.
02:25
Team members that Edison,
02:25
mentioned, he said, I
02:27
really enjoy listening to
02:27
podcasts on my telephone.
02:30
but he would access the
02:30
podcast through whatever
02:34
source, potentially YouTube,
02:34
but he would listen to it
02:36
on his smart television.
02:38
And that's how he
02:38
listened at home.
02:41
And that is not how I would
02:41
consume the service, but.
02:44
You know, we're at home.
02:46
We got sent home
02:46
during quarantine.
02:48
We are exposed to these
02:48
different devices.
02:50
We're spending more
02:50
time than our computers,
02:52
not just our phones.
02:53
So we have different ways
02:53
to listen and young people
02:56
explore all those ways.
02:57 Sam
we'll come back
02:57
and talk about devices.
02:59
later on in this interview, but
02:59
how's the UK doing compared to,
03:04
the English speaking countries,
03:04
how's it doing against Canada,
03:07
Australia, and America.
03:09 laura_ivey-2022-3-1__12-51-56-CFR
so what's interesting
03:09
about it is, if you look
03:09
at the awareness, so in
03:12
the UK, how many people
03:12
are familiar with podcasts?
03:15
that number is,
03:16
very high.
03:17
it's a little over 70% If you
03:17
look at people who listen, 59%
03:21
have ever listened to a podcast
03:21
in the UK, which is a couple
03:25
of points higher than the U S.
03:27
The U S number is 57.
03:29
The Australia numbers, 60,
03:29
the Canada numbers, 57.
03:33
And that you can number is 59.
03:35
So exactly on par with,
03:35
have you ever listened to
03:38
a podcast with these other
03:38
English speaking countries?
03:40
And then when you look at
03:40
monthly listening, it's
03:42
exactly the same as the U S.
03:45
So that number is a 41%.
03:47
So 41% of those in the UK.
03:50
and we're looking at a
03:50
population of 16 plus.
03:53
And then we're comparing
03:53
that to the U S population
03:55
16 plus 41% of our
03:55
monthly podcast listeners.
03:59
So right on par what is a
03:59
little bit lower in the UK?
04:03
It's not quite caught up
04:03
yet is the weekly listeners.
04:06
So those would be the
04:06
most regular podcasts
04:09
listeners in the UK.
04:10
And that's about 25% of
04:10
the population in the
04:12
UK versus 29% in the U S
04:15 Sam
We've talked a little
04:15
bit about gender splits, age
04:18
splits and country splits.
04:20
Can we look at our device?
04:22
because one of the things
04:22
that you focus on is what
04:24
you call share of air.
04:26
and one of the conversations
04:26
you and I had, post
04:28
your presentation was,
04:28
where is the attention.
04:31
Graph skewing now.
04:33
So you know, we've got TV,
04:33
we've got radio, we've got
04:36
audio books, we've got podcasts.
04:38
We've got Netflix.
04:40
We can't watch everything
04:40
and listen to everything.
04:41
So where does podcasting
04:41
in that spectrum fed?
04:45
Is it growing?
04:46
is it flat-lining
04:46
or is it stagnating?
04:48 laura_ivey-2022-3-1__12-51-56-CFR
Well, as far as overall
04:50
listening and we're talking
04:50
about device, so what,
04:53
where we're listening
04:53
to podcasts, that's what
04:54
we want to talk about.
04:55
so as far as where we're
04:55
listening to podcasts,
04:57
and I'm looking at some of
04:57
our share of ear, the time
04:59
we spend with podcasts.
05:01
If we look at the overall,
05:01
and this is us data.
05:04
So unfortunately I don't have UK
05:04
data to share with you on that.
05:08
But if we look at the U S
05:08
data, overall about 5% of
05:12
our daily audio time is spent
05:12
with podcasts and that's
05:15
looking at everybody 13 plus.
05:17
Now, if we hone in on just
05:17
the people who are podcast
05:20
listeners, many people have
05:20
never listened to a podcast.
05:22
I think our UK number is maybe
05:22
41% have never listened, which
05:27
is hard for us to believe who
05:27
are in a podcast world, but
05:30
of those who do they spend
05:30
25% of their time listening.
05:33
So they're listening
05:33
a lot of the time.
05:35
but as far as actual
05:35
devices, I can speak to
05:38
overall consumption, not
05:38
just podcast consumption,
05:41
but, overall consumption.
05:42
We're finding maybe
05:42
smart speakers.
05:44
Aren't delivering what we
05:44
thought they would be delivering
05:47
at this point in time.
05:48
we found that when people
05:48
were again, put home with
05:50
quarantine, we're seeing
05:50
people listening a little
05:53
more at home on computers.
05:54
we know that mobile listening.
05:56
is ubiquitous.
05:57
So we have people listening on
05:57
their mobile phones everywhere,
05:59
but smart speakers just
05:59
aren't pulling their weight
06:01
yet for several reasons,
06:03 Sam
what reasons
06:03
do you think Laura.
06:05 laura_ivey-2022-3-1__12-51-56-CFR
so if you look at overall
06:07
listening about 4%, I
06:07
think of the audio that
06:09
we listened to during the
06:09
day is on a smart speaker.
06:12
People who own smart speakers
06:12
tend to own more than one.
06:15
we did a smart audio report
06:15
with NPR in the states and we
06:19
uncovered skills that people
06:19
use on their smart speakers.
06:22
And it seems that even as our
06:22
numbers of smart speakers were
06:26
acquiring, have gotten bigger,
06:26
our skill range hasn't so right.
06:33
A lot of us still use it for.
06:34
timers and our kitchen,
06:34
or, asking a question or
06:37
doing a calculation or
06:37
an alarm of some sort.
06:40
I'm a terrestrial
06:40
radio listener.
06:41
I listen to my radio
06:41
through my smart speaker.
06:44
One of my many, I also listen
06:44
to podcasts through my smart
06:48
speaker as a news source,
06:48
but it just hasn't seemed
06:51
to translate to the volume.
06:54
So if we have, It's 30% of
06:54
people, only a smart speaker.
06:57
We do not have that proportion
06:57
of listening, coming
07:01
through a smart speaker.
07:01
discovery is big at some
07:01
point it's just a black box.
07:05
Sometimes it's difficult to
07:05
pinpoint exactly what you
07:07
need or exactly what you want.
07:09
And sometimes it helps
07:09
to have a screen.
07:11
So we found through the smart
07:11
audio report that people
07:14
who have smart speakers
07:14
with screens sometimes maybe
07:17
find it easier to discover
07:17
a skill and utilize things.
07:21
So we just, haven't seen
07:21
smart speakers translate
07:24
the volume of listening.
07:27 Sam
Yeah, I I know James,
07:27
who I do pod lamb with
07:30
has his daily pod news.
07:31
And, he does that as a, smart
07:31
speaker skill as well, and
07:35
I think he said in the past
07:35
that he skews heavier towards
07:38
Google smart speakers and
07:38
Alexa, which I never understood.
07:41
but that I think was his data.
07:43
the thing about it, and I
07:43
think we were talking about it
07:45
before we started recording.
07:46
skills are just
07:46
badly done by Amazon.
07:50
And, I gave the example that
07:50
my radio skill, somebody
07:53
else named a skill, the
07:53
same as my radio skill.
07:56
So then we had this conflict
07:56
with my listeners and their
07:59
listeners trying to get to the
07:59
same or different stations,
08:02
but, having the same name,
08:02
but Amazon didn't do anything
08:05
to stop either skill, being
08:05
loaded, even, I couldn't.
08:07
Edison research.com for
08:07
example, and then still having
08:11
a website, but somehow I can
08:11
have my river radio skill
08:16
and someone else can do it.
08:17
And I could probably have
08:17
Edison research as a skill,
08:20
an Amazon in their beauty.
08:21
Wouldn't stop me.
08:22 laura_ivey-2022-3-1__12-51-56-CFR
It's funny because I was an
08:23
early adopter to smart speakers.
08:25
I'm a big fan.
08:26
I even bought the
08:26
echo for the vehicle.
08:29
but I do know that sometimes
08:29
not knowing, what to say,
08:33
not knowing what to ask.
08:35
it is a discovery issue.
08:36
and I know podcasting not to
08:36
draw the analogy, but podcasting
08:39
has the same problems.
08:41
There's just a lot there
08:41
to weed through what do
08:44
I want, what do I need?
08:46
And then do I have time
08:46
to consume that thing?
08:48
And, do I just default
08:48
back to what's easiest?
08:51 Sam
Yeah.
08:51
Which is the thing when
08:51
you get in a car often is
08:54
just turn the radio on.
08:55
So radio still holds that
08:55
cache because mainly it's
09:00
the simplicity of radio.
09:01 laura_ivey-2022-3-1__12-51-56-CFR
it is for the most part.
09:02
And,
09:03
although maybe the auto industry
09:03
is producing products that don't
09:06
make it quite so simple to reach
09:06
those terrestrial stations.
09:09
But that is one place
09:09
that we did notice.
09:12
and I just pulled the
09:12
piece of data from the
09:14
presentation that for audio
09:14
sources ever used in car,
09:18
the UK and the U S are
09:18
very much on par when
09:20
it comes to AMFM radio.
09:22
72% of.
09:24
Sample-based who've driven a
09:24
ride in the car last month have
09:28
used AMFM radio in car that's
09:28
in the UK compared to 75% of the
09:32
U S so virtually the same, but
09:32
for podcasts, very different.
09:36
The is much higher in the U S.
09:40
30% of those car riders or
09:40
drivers in the U S age 18
09:43
plus listen to podcasts in
09:43
car versus only 15% of the UK.
09:49
So those podcasts aren't being
09:49
consumed in car in the UK to
09:54
the degree they are in the U S.
09:56 Sam
I'd say the younger
09:56
generations, natural inclination
09:59
when they get into a car is
09:59
to find a cable, plug their
10:02
phone in and go to Spotify.
10:04
that's where they go.
10:05
Whether they listen to a
10:05
podcast, I'm not sure, but they
10:08
certainly don't listen to radio.
10:09 laura_ivey-2022-3-1__12-51-56-CFR
So we look at share V or
10:10
share of your measures, this,
10:10
and we do know that, in the
10:13
in-car environments, Radio
10:13
overwhelmingly has a big share
10:17
of ear, but the younger we go
10:17
and we slice the demos, the
10:21
younger we get, the more we see
10:21
the streaming slides pop up in
10:25
the terrestrial radio, go down.
10:27
We also see, satellite radio
10:27
that is clearly where they
10:30
shine is in cars as well.
10:32
but it'll be interesting to see.
10:34
You have the technology changes
10:34
so people can access these
10:36
things because young people
10:36
typically drive older vehicles,
10:40
So they don't have access to,
10:40
some of those infotainment
10:43
systems that older people who
10:43
have more disposable income
10:47
have access to in newer cars.
10:49 Sam
Now you recently came
10:49
up with a wonderful term
10:52
called super listeners.
10:54
What is a super listener?
10:55 laura_ivey-2022-3-1__12-51-56-CFR
I guess some people may consider
10:56
themselves more super than
10:56
others, I've been regaled with
11:00
tales of people who listen to
11:00
just a lot of podcasts, but
11:04
this is relating to podcasts.
11:05
and the way that Edison
11:05
research has defined it is you
11:09
listen to at least five hours.
11:11
A podcast per week.
11:12
And I know some people
11:12
just bury that statistic.
11:15
They far exceed the five,
11:15
but that is what puts you in
11:18
a super listener category.
11:20
So we, just released a
11:20
study on people who are
11:24
super listeners to podcasts.
11:26 Sam
And he's that?
11:28
Male, female old, young,
11:28
black, white where's that
11:32
super listeners skew.
11:34 laura_ivey-2022-3-1__12-51-56-CFR
we talked about the gender split
11:36
a little bit about how now we're
11:36
looking at a very even split.
11:40
When you look at just people
11:40
who are monthly podcast
11:42
listeners, how that's a lot
11:42
more, even now it's very nicely
11:45
split between men and women.
11:48
If you look at super listeners,
11:48
it skews much more male.
11:52
So if you are a super listener,
11:52
you are much more likely to be.
11:56
Male.
11:57
as far as age, super listeners
11:57
I think it's 50% are 25 to 44.
12:04
So a big chunk in
12:04
the 25, 44 age range.
12:07
and then as far as ethnicity,
12:07
they, are 72% Majority white,
12:11
but also, not too far off from
12:11
the population representation.
12:15
Again, this is a US-based
12:15
study to be clear on that.
12:18
So they're much more
12:18
likely to be male.
12:19 Sam
The other interesting
12:19
trend I wanted to get your
12:22
view on was, subscription
12:22
versus advertising.
12:25
advertising, supporting
12:25
podcasting is currently
12:28
obviously very heavily the
12:28
way that most people do it,
12:32
we've seen Spotify and apple
12:32
bring in subscriptions.
12:35
We've seen other services
12:35
appear like Satoshis and micro
12:39
payments and value for value.
12:42
Oh, we seeing a movement to
12:42
tall towards, a significant
12:45
number of people paying
12:45
for podcasting, or is it
12:48
just, the ones and 2% still.
12:51 laura_ivey-2022-3-1__12-51-56-CFR
so what I can speak to on
12:52
that is just what we can
12:52
observe about overall.
12:56
Audio subscription and the
12:56
willingness for people to
12:59
pay in whatever increments we
12:59
know that we're very attuned
13:03
and we're very accustomed to,
13:03
doling out our few dollars
13:07
every month for various
13:07
things, whatever it is now.
13:09
and we know that, our latest
13:09
share of your study shows
13:13
that we are at about almost
13:13
50% of Americans subscribed
13:19
to some sort of paid audio.
13:23
So we're used to paying
13:23
for things now, are we used
13:25
to paying for podcasts?
13:27
I don't have that data.
13:28
I can't answer that question.
13:29
I can tell you though, that the
13:29
super listeners we interviewed
13:32
a majority of them said they
13:32
would absolutely be willing to
13:35
pay if their favorite podcasts
13:35
got moved to a service where
13:38
they had to pay to hear it.
13:40 Sam
Joe Rogan effect.
13:42 laura_ivey-2022-3-1__12-51-56-CFR
So the Mo So if you were loyal
13:43
to a podcast, you, what we found
13:43
was these listeners said, if it
13:46
moves and I have to pay for it,
13:46
I would be willing to do that.
13:50
So I can definitely
13:50
tell you that.
13:52
and people who listen to
13:52
podcasts, a lot of podcasts,
13:55
these super listeners are
13:55
much more likely to have paid.
13:58
Streaming services paid audio
13:58
at these premium subscriptions.
14:02
but yeah, people have
14:02
said they and people have,
14:04
demonstrated I'm willing to
14:04
follow and I'm willing to
14:08
pay a little bit for that.
14:10 Sam
now one of the things
14:10
that surprised me, we've
14:12
talked a little bit about it,
14:12
but I wanted to come back to
14:15
in more detail, where people
14:15
consume podcasting and most of
14:19
us think of apple podcasts or
14:19
third party, podcasting apps.
14:24
One of the things you came out
14:24
with at the presentation was.
14:27
That it's YouTube.
14:28
That's the best place for
14:28
discovery and the place
14:31
where it's most consumed.
14:33
And again, James has said
14:33
this frequently, but you
14:36
have to start the bucket up.
14:38 laura_ivey-2022-3-1__12-51-56-CFR
So it's a lot to get
14:39
your head around.
14:40
I think particularly for
14:40
those of us who were of an age
14:43
where YouTube wasn't a joke,
14:43
many years ago we thought,
14:46
oh, YouTube, it's silly.
14:48
It's the cat videos.
14:49
It's whatever.
14:50
And you would have been around
14:50
long enough to see it become
14:53
this force of content delivery.
14:56
That appeals to all ages
14:56
that is easily accessed.
15:00
Everywhere.
15:01
And, what we had found is that,
15:01
people who, super listeners
15:05
and really, and others, I think
15:05
that the data that I was talking
15:09
about was super listener data
15:09
in this particular instance.
15:13
But in looking at super
15:13
listeners, we found that,
15:15
over half of them currently
15:15
listen to podcasts through
15:19
YouTube, 55% of them do.
15:22
And.
15:23
That is surprising to people who
15:23
have maybe only ever used that
15:26
purple square on their phone
15:26
to access their apple podcast.
15:31
Now that's more of a, like
15:31
a reach number, right?
15:33
So that's 55% have used YouTube.
15:36
If you ask the question, what
15:36
service do you use most often
15:40
among the super listeners?
15:41
It's Spotify by a
15:41
couple of points.
15:43
So 23% of them use Spotify
15:43
the most, but 20% of them
15:47
use YouTube the most.
15:48
and in thinking of how we've
15:48
found this statistic in
15:51
other studies, we did the
15:51
spoken word audio report.
15:55
That's the report
15:55
we did with NPR.
15:57
And we found that particularly
15:57
young listeners back
15:59
to our young listeners
15:59
for just a minute.
16:01
those aged 1834 multicultural
16:01
audiences, they're
16:04
much more likely to say
16:04
they've used video based.
16:08
Like YouTube, to discover
16:08
spoken word content.
16:12
So they're using it to access
16:12
the, using it for discovery
16:16
and thinking about how easy,
16:16
if you have been on YouTube
16:18
and consumed podcasts or any
16:18
kind of content, how easy it is
16:23
to flow to the next piece, to
16:23
find what you're looking for.
16:26
It's all right there.
16:28
And it's easy to see.
16:29
If you look at some of the
16:29
U S data from the infinite
16:31
dial half the women and
16:31
62% of the men said they
16:36
are currently listening
16:36
to podcasts on YouTube.
16:39
So we have to recognize the
16:39
fact that, even though we
16:42
think of it As a video service
16:42
and as a place where we watch
16:46
things, it's audio consumption.
16:48
And here's another funny
16:48
thing about YouTube.
16:50
We measure location, right
16:50
in share of your measures,
16:53
location, and people have
16:53
been reporting you listening
16:57
to YouTube and their
16:57
cars, and that may feel.
17:01
Counter intuitive, raw,
17:01
And safe, not good.
17:06
but if you're, maybe you're
17:06
a car ride or maybe you
17:09
turn it on and put the phone
17:09
down and just let it play.
17:11
But people are listening to
17:11
YouTube music and they're
17:14
consuming music through
17:14
YouTube, and they're
17:17
also doing it in car.
17:19 Sam
I suppose that's what
17:19
Spotify is hoping is that
17:21
flip over, I'm listening
17:21
to my favorite band and
17:24
then, oh, look, I'll just
17:24
listen to a podcast as well.
17:26
so consumption of air time
17:26
on platform is what they're
17:30
hoping to keep you there, but
17:30
it seems that YouTube has that.
17:33 laura_ivey-2022-3-1__12-51-56-CFR
Well, I am sure they are hoping
17:35
to capture that and find a
17:35
way, because I guess we know
17:37
spoken word has taken off.
17:39
We know.
17:40
Again, particularly young
17:40
people and multicultural
17:43
audiences have increased
17:43
consumption and interest in
17:46
spoken word, and you can look
17:46
at their need for connection,
17:51
and we can look at how much of
17:51
that could have been driven.
17:53
Now we're just surmising
17:53
this part, but I knew our
17:56
qualitative research when we do
17:56
interviews with younger people
18:00
and they talk about why they
18:00
want to seek out spoken word.
18:02
It has to do with human
18:02
connection, not being alone.
18:06
you know, just learning
18:06
something about themselves,
18:08
things like that.
18:09
And I'm sure every streaming
18:09
service is trying to figure
18:13
out how to translate that
18:13
into keeping listeners.
18:16
How do we keep them listening to
18:16
whatever content we're offering?
18:19 Sam
word.
18:20
Sticky.
18:21
As I like to say.
18:22 laura_ivey-2022-3-1__12-51-56-CFR
Definitely.
18:23
Definitely.
18:24 Sam
Now last two questions.
18:26
the infinite dial, how
18:26
do you do your research?
18:29
I just, can you reveal some of
18:29
the secrets behind the curtain?
18:32
How do you guys do this stuff?
18:35 laura_ivey-2022-3-1__12-51-56-CFR
I can reveal some of the
18:37
secrets behind the curtain.
18:38
so mean it's pretty simple.
18:40
we do, we do different ages,
18:40
in the various countries that
18:45
we do So the us is, let's say.
18:47
12 plus I think we
18:47
did 16 plus in the UK.
18:50
but in the UK we did
18:50
interview a thousand people.
18:53
there were telephone interviews.
18:55
We did, respondents aged 16.
18:57
Plus we do a random
18:57
digit dial sample.
19:00
what's important about the
19:00
way that we reach the people.
19:03
and this is very
19:03
important is this is not.
19:06
I survey of people
19:06
who are only online.
19:09
This is also includes people
19:09
who are lightly online.
19:12
And that is important when
19:12
you're measuring behaviors that
19:15
include online consumption.
19:17
So it's important to reach
19:17
people who have land lines.
19:20
Aren't many of them, but it
19:20
is important to reach landline
19:22
people and, mobile phones.
19:25
And then we do, the
19:25
survey that way.
19:26
And then we project it
19:26
to the national sample
19:29
through way to data.
19:30
but it is important because
19:30
when you do an online survey
19:32
and it's only online and you're
19:32
measuring online behavior,
19:35
you tend to get numbers or
19:35
you will get numbers that are,
19:38
inflated or show some behaviors
19:38
that, you need to measure.
19:41
All people, not
19:41
just online people.
19:44 Sam
Now, one question I did
19:44
ask you, this is my wishlist
19:47
to Edison research is you
19:47
measure from the consumption
19:51
side, the people who consume
19:51
content, but I was asking
19:55
you, do you have a skew?
19:57
Demographic of hosts, male,
19:57
female, black and Latino.
20:02
Cause that would be really
20:02
interesting as a data point
20:05
to understand not only who's
20:05
listening, but who's creating.
20:08 laura_ivey-2022-3-1__12-51-56-CFR
that is just a phenomenal
20:10
question and it would
20:10
really provide some
20:12
insight into the whole.
20:14
Podcasts ecosystem.
20:15
we did an event yesterday that
20:15
was a black podcast listener
20:18
report networking event.
20:19
It was a follow-up to some
20:19
data and we had so many content
20:24
creators, men and women, and it
20:24
was just a really great way to
20:29
see the creators face to face.
20:31
I suppose we can back into
20:31
that number a bit based
20:34
on an analysis of who
20:34
showed up in the rancor.
20:37
So if we look at our, let's
20:37
say top 50, or we look at
20:39
all the podcasts through our
20:39
podcast, consumer tracker,
20:42
we could pull a number
20:42
and analyze it that way.
20:47
and that, that is a
20:47
subscription product.
20:48
So we don't have data that
20:48
we're sharing with that, but
20:51
we could back into it that way
20:51
and do an analysis of creators.
20:54
We haven't done that.
20:55
I think that is a
20:55
wonderful question.
20:58
I'm going to pass your wishlist
20:58
question along because we
21:03
could very much benefit from
21:03
seeing what's out there.
21:05
You know, looking at the rankers
21:05
that the top 50 and the top 10
21:09
by different demos gives us some
21:09
insight into what people are.
21:13
Consuming.
21:13
We know, men have a
21:13
little more politics and
21:16
money in that top list.
21:17
Women have more true crime,
21:17
but it would be really nice
21:22
to get an idea of what the
21:22
creator ecosystem looks like.
21:26 Sam
James is, put his pod
21:26
news rank her up for February.
21:30
it says in this 90 day period,
21:30
pod news gave 203 mentions or
21:34
39% to women and 317 mentions
21:34
to men in the previous period.
21:40
So the gender split was
21:40
37%, but that's just key
21:44
mentions that clearly is.
21:47
Hosting again.
21:48
I just think it's something
21:48
that, I think would be an
21:50
interesting understanding
21:50
of cause then once you
21:53
understand the number you
21:53
can ask, why is the number
21:55
skewed one way or the other?
21:56
If whatever the result is,
21:57 laura_ivey-2022-3-1__12-51-56-CFR
And I will say we did have
21:58
two female hosts in podcasts.
22:00
Move up in the top 10.
22:02
we had office ladies move
22:02
up, call her daddy, moved up
22:05
a couple of spots from our
22:05
last rancor that came out.
22:08
So it's interesting to keep
22:08
a watch on that as well,
22:11
but you're absolutely right.
22:13 Sam
Laura.
22:13
Thank you so much for your time.
22:15
Great insights from
22:15
you guys at Edison.
22:17
I know at podcast movement
22:17
and you're going to be
22:20
launching the, 2022 infinite
22:20
dial, which is exciting.
22:23
where can people find you?
22:25
Where can they find more
22:25
about Edison research?
22:27 laura_ivey-2022-3-1__12-51-56-CFR
thank you for having me
22:28
on it was wonderful to
22:28
do the presentation at
22:30
podcast futures last week.
22:31
Thank you for attending.
22:32
you can find
22:32
us@edisonresearch.com.
22:36
We have our public studies
22:36
are all posted there.
22:38
So any of the data we just
22:38
talked about easily accessible.
22:41
You can just Google, infinite
22:41
dial UK, and you will find the
22:45
data that we just talked about.
22:47
And then at podcast
22:47
movement, which is coming up.
22:49
on March 23rd, we will
22:49
be releasing new infinite
22:52
dial data us, and that will
22:52
be covering online audio
22:56
listening, podcasting, social
22:56
media, traditional media.
23:00
So a lot coming
23:00
out on March 23rd.
23:02
So thank you.
23:03 Sam
Thanks a lot.
23:04
Laura, take care.