Reliable
data about who listens to podcasts is often hard to find. A new study sponsored
by Westwood One (WWO) provides some helpful clarification. The report – The State of American Podcasting – was prepared for WWO by Edison
Research. It was based on the experiences and preference of 500 podcast
listeners.
WWO,
now owned by Cumulus Media, is a player in the commercial podcast biz. They
distribute Dennis Miller, Loveline
with Dr. Drew & Adam Carolla and Mr.
Disco Duck Rick Dees.
WWO
commissioned the study to answer the most frequent questions asked by potential
podcast advertisers: How many, how often
and how long. Uncertainty
about these key metrics, according to a spokesperson for WWO, causes quite a bit of consternation among
everyone in the ecosystem.
MEET PODCAST LISTENERS
WWO has not distributed the entire report but released these top-line factoids:
•
Podcast listeners' median age is 30, versus 45 for AM/FM radio and 57 for
broadcast television networks.
• Podcast listeners
are employed, educated and have more kids in the household compared to the
total U.S. sample. In fact, 61% of podcast listeners work part or full-time,
and 55% have some college education or are college graduates.
• Half of total time
spent listening to podcasts occurs on mobile phones, followed by one-third on
computers. In contrast, half of total audio consumption time occurs on AM/FM
devices.
• Midday and nights
are podcasting "primetime." The breakdown of listening is as follows:
29% from 7 p.m. to midnight; 29% from 10 a.m. to 3 p.m.; 20% from 3 p.m. to 7
p.m; and 17% from 6 a.m. to 10 a.m.
• Personalities and
talk shows are the leading content consumed by podcast listeners, taking up 66%
of total podcast listening, followed by news podcasts with 22%. The spokesperson
for WWO said about podcast listeners: They're
interested in people talking. ... This is a medium that lets you follow your
passion, whatever that might be."
BUT, WHO IS NUMBER ONE?
It
depends on who is doing the counting. I
decided to compare the top 20 podcast lists from Stitchter and iTunes, two
charts that get a lot of industry attention.
The charts below are the most recent available from these sources.
THE STITCHER LIST [link]
THE iTUNES LIST [link]
iTunes TOP US
PODCASTS
|
RANK
|
PODCAST
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1
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2
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3
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4
|
Radiolab
|
|
5
|
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6
|
|
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7
|
|
|
8
|
|
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9
|
|
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10
|
|
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11
|
|
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12
|
|
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13
|
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14
|
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15
|
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16
|
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17
|
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18
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19
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|
20
|
The
first thing I noticed when I compared the two charts is how different they are. I can see only six podcasts that are on both
charts. Public media is well represented
on both.
Of
course there are likely differences in the methodologies, in-tab podcasts and
dates when the data was observed. It is also possible there is bias by the
companies that publish the charts. But,
there is a need for independent analysis to determine which podcasts are
actually the most popular.
WHAT ABOUT PORN?
I had to know more about Guys We F****d. I checked it out and
it is exactly what the name indicates.
Two young women discuss and interview guests about their carnal
adventures. You can hear Guys We F****d episodes for free at
[link].
While
I was listening to the program What was
it like when you first put your p****s in someone’s b**t, it occurred to me
that this is audio pornography. So my question is, what proportion of
podcasting listening is to porn?
Pornography is a huge driver of media adaptation. It has been said that in the 1980s one of the
reasons VHS video cassettes beat Beta was because VHS embraced porn and Beta
didn’t. How much podcast listening is to
porn?
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