| We were inspired by a comment one of us overheard recently about podcast listening, and how it’s common knowledge that most podcast listening happens in the car. In the spirit of combating popular misperceptions, this week’s insight seeks to clarify where the majority of podcast listening time actually takes place (hint: it’s not in the car).
Edison Research’s Share of Ear study collects listening location data for audio consumption among all platforms in the U.S., including home, work, car, and “any other place.” At-home listening accounts for an impressive 67% of total daily podcast consumption time according to the most recent Share of Ear. Besides the reality that people spend by far the most amount of their time at home, the at-home environment offers a variety of listening devices including smart speakers, internet-connected TVs, and computers, in addition to mobile phones. Since so many shows now have video components, at-home listeners can view podcast video on screens larger than their mobile phones. And we know from our qualitative research that podcast listeners can listen while they multitask at home. Following home, at-work contributes 16% to the overall daily listening time to podcasts. The car, often thought of as prime podcast real estate, captures 11% of daily listening time. We can theorize that because people often take short drives during the day including quick trips to the store, or school, or on errands, that those short trips might not be conducive to becoming fully engaged with a podcast. Finally, 6% of listening happens in various other locations, such as gyms, grocery stores, or while walking. The next time you press play on your favorite podcast, chances are you’re joining millions of others as they listen from home and let the stories unfold. Whatever the reasons, home is the undisputed champion of podcast listening locations. For more information on how to become a subscriber to Share of Ear, email us at info@edisonresearch.com |
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