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PodcastOne — PodcastOne and Edison Research Super Listener Webinar (October 2019)
23 slides from PodcastOne's conference presentation, Oct 21, 2019
Slide 1: Super Listeners 2019
podcast SUPER LISTENERS 2019
Slide 2: Who Are Super Listeners? Survey Methodology
WHO ARE SUPER LISTENERS? SURVEY METHODOLOGY 1,032 online interviews conducted in February/March 2019 All respondents reported listing to podcasts for at least 5 hours per week Data were weighted by age, sex, and race to reflect the demographics of weekly podcast listeners as found in the Infinite Di
Slide 3: Sample Demographics: Sex/Age
Men 56% SAMPLE DEMOGRAPHICS: (SEX/AGE) Age 25-34 28% Women 44% Age 18-24 15% PodcastOne Super Listeners Study
Slide 4: Weekly Time Spent Listening to Podcasts
WEEKLY TIME SPENT LISTENING TO PODCASTS: Total 8-12 hours 6-8 hours 32% 20% 12 hours or more 25% 5-6 hours 23% Base: Listen to podcasts for at least 5 hours per week PodcastOne Super Listeners Study
Slide 5: How Important Is It You...?
HOW IMPORTANT IS IT YOU...? Very important Watch/listen to programs 71 whenever you want Watch/listen to programs wherever you want 62 Watch/listen to unique content that you cannot get elsewhere 61 Limit your exposure to advertising 0 20 40 60 80 100 % saying “very important” (5) or “important” (4)
Slide 6: Weekly Media Consumption
WEEKLY MEDIA CONSUMPTION: Sreaming video services II 7: Internet-only music streaming services Po 63 Cable orotclito TV I Musicthotyou ow” Is Commercial radio stations Po 50 Public radio stations Po 44 Audiobooks _ r——CO=E SiriusXM satellite radio Ds 2: 0 20 40 60 80 100 % who regularly watch or lis
Slide 7: Weekly Media Consumption: Paid Subscriptions
WEEKLY MEDIA CONSUMPTION: . Any paid internet-only a9 music streaming service Any audiobook service FG SiriusXM satellite radio 27 0 20 40 60 80 100 % who have a paid subscription Base: Listen to podcasts for at least 5 hours per week CGlecison podeastdne PodcastOne Super Listeners Study
Slide 8: Most Important Reason for Paid Audio Subscription
WHICH IS THE MOST IMPORTANT REASON WHY YOU CURRENTLY HAVE A PAID AUDIO LISTENING SUBSCRIPTION? For more control over the content you are listening to 43% For access to content you can't get for free 35% To hear fewer ads 9 22% Base: Listen to podcasts for at least 5 hours per week and have at least
Slide 9: On-Demand Content Summary
ON-DEMAND CONTENT SUMMARY: Subscribe to any paid audio service: 62% Paid subscriptions include: any internet-only music streaming services, SiriusXM, or any audiobook service Subscribe to any paid audio service Do not subscribe to cable or satellite TV: 37% Subscribe to any paid video streaming serv
Slide 10: Podcast Advertising: Agree/Disagree
PODCAST ADVERTISING: (AGREE/DISAGREE) AX agree You pay more attention to advertising on podcasts than on other forms of media % agreeing ('4' or ‘5’ on a 5-point scale) Base: Listen to podcasts for at least 5 hours per week PodcastOne Super Listeners Study CGlecison pbdeastine
Slide 11: Podcast Advertising: Agree/Disagree
PODCAST ADVERTISING: (AGREE/DISAGREE) I agree Advertising on a podcast is the best way for a brand to reach you % agreeing ('4' or ‘5’ on a 5-point scale) Base: Listen to podcasts for at least 5 hours per week PodcastOne Super Listeners Study CGlecison pbdeastne
Slide 12: Advertising Seen or Heard in the Past Week
IN THE PAST WEEK, HAVE YOU SEEN OR HEARD ADVERTISING IN ANY OF THE FOLLOWING PLACES? Pes lll bss a Social media 7 Live or ecores!TV 7 Streaming TV or online video clips ass «: AV/EM Recio | Magazines/newspapers ass: Sveaning cic a «2 0 20 40 60 80 100 % seeing advertising Base: Listen to podcasts fo
Slide 13: Products and Services Learned About Are Relevant
THE PRODUCTS AND SERVICES YOU LEARN ABOUT ON (MEDIUM) ARE GENERALLY RELEVANT TO YOUR INTERESTS Strongly agree Agree Podcasts 16 Social media 17 Websites 12 Streaming radio 14 Magazines/newspapers 13 Streaming TV or online clips Live or recorded TV AM/FM Radio 40 60 80 100 % agreeing ('4' or ‘5’ on a
Slide 14: More Willing to Consider Products After Learning About Them
YOU ARE MORE WILLING TO CONSIDER PRODUCTS AND SERVICES AFTER YOU LEARN ABOUT THEM ON (MEDIUM) Strongly agree Agree Podcasts 17 Magazines/newspapers Websites Streaming radio Social media Streaming TV or online clips Live or recorded TV AM/FM Radio 20 40 60 80 100 % agreeing ('4' or ‘5’ on a 5-point s
Slide 15: Podcast Advertising: Agree/Disagree
PODCAST ADVERTISING: (AGREE/DISAGREE) 0% 44% 43% agree agree agree You appreciate podcast Your opinion of a company is When price/quality are equal, you advertisers for supporting more positive when you hear it prefer to buy products from your favorite podcasts mentioned on a podcast you companies t
Slide 16: Opinion of Podcast Advertising Using Host Discussions
WHAT IS YOUR OPINION OF PODCASTING ADVERTISING THAT USES... Personalized discussions about products by the host Favorable 27% Very favorable 22% Somewhat favorable 34% Very Unfavorable 5% Unfavorable 12% Base: Listen to podcasts for at least 5 hours per week CGlecison ofeeastne PodcastOne Super List
Slide 17: Effect of Hearing an Ad on a Podcast
COMPARED TO OTHER PLACES WHERE YOU MIGHT HEAR ADVERTISEMENTS, DOES HEARING AN AD ON A PODCAST MAKE YOU...? More likely to purchase a h product purchase a 46% product 5% It does not have any effect 49% Less likely to Base: Listen to podcasts for at least 5 hours per week and have at least one paid au
Slide 18: Result of Hearing a Sponsorship or Advertisement
AS A RESULT OF HEARING A SPONSORSHIP OR ADVERTISEMENT ON A PODCAST YOU REGULARLY LISTEN TO, HAVE YOU EVER...? 10% Considered a new product or service % saying yes Base: Listen to podcasts for at least 5 hours per week PodcastOne Super Listeners Study CGlecison pbdeastine
Slide 19: Too Many Ads Relative to Other Media
RELATIVE TO OTHER TYPES OF MEDIA, THERE ARE WAY TOO MANY ADS ON (MEDIUM) Strongly agree Agree Live or recorded TV 36 26 Social media AM/FM Radio Websites Streaming TV or online clips Streaming radio Magazines/newspapers Podcasts 20 40 60 80 100 % agreeing ('4' or ‘5’ on a 5-point scale) fo} Base: Li
Slide 20: Length of the Average Ad Break
DO YOU THINK THAT THE LENGTH OF THE AVERAGE AD BREAK IN THE PODCASTS YOU REGULARLY LISTEN TO HAS...2 Gotten Shorter 6% Gotten Longer 35% Stayed about the same 59% Base: Listen to podcasts for at least 5 hours per week PodcastOne Super Listeners Study CGlecison podeastdne
Slide 21: Total Number of Ads Compared to One Year Ago
COMPARED TO ONE YEAR AGO, DO YOU THINK THAT THE TOTAL NUMBER OF ADS IN THE PODCASTS YOU REGULARLY LISTEN TO HAS...2 to podcasts for at least 5 hours per week Base: Listen PodcastOne Super Listeners Study : CGlecison pbdeastine
Slide 22: Key Findings
KEY FINDINGS 70% of Super Listeners have considered a new product or service based on a podcast ad Even though Super Listeners generally avoid ads, they agree podcast ads are an effective way to reach them While podcasts are generally not perceived as having too many ads, half of Super Listeners are
Slide 23: Super Listeners 2019
podcast SUPER LISTENERS 2019
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