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episode 64: Is Youtube the best place for podcasting now? Is Twitter the next place for podcasting?Is interactive podcasting the future of podcasting? [transcript]



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 2022-03-03  1h15m
 
 
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.