Westwood One：2019年播客春季報告摘要（英文版）（54頁）.pdf

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1、Westwood One and Audience Insights Inc.s Podcast Download Spring 2019 Report Background In May 2018, Audience Insights Inc. released a comprehensive study of 1500+ monthly Canadian podcast listeners titled, “The Canadian Podcast Listener 2018.” The study covered podcast listening origin timeline, po

2、dcast publishers, listener demographics, podcast discovery, listener behavior, and more. In America, podcasting has rapidly become a popular media for both consumers and advertisers. According to Edison Researchs annual Infinite Dial study, monthly podcast listening among Americans has grown +23% fr

3、om 26% in 2018 to 32% in 2019. Westwood One has the fastest organically growing podcast network in America. As an insights leader on podcast listening behavior, trends, and sentiment, Westwood One partnered with Audience Insights Inc., to replicate “The Canadian Podcast Listener 2018” for the United

4、 States. The new collaborative study powered by Westwood One and Audience Insights Inc. featured American monthly podcast listeners and was created in conjunction with MARU/Matchbox, a nationally recognized leader in consumer research. This study was fielded online using a nationally representative

5、U.S. sample of 1407 respondents who met the following criteria: Adults over the age of 18 All respondents listened to podcasts at least once a month Respondents were not employed in the advertising, public relations, marketing, market research, radio, television, digital, or podcasting industries Su

6、rveys were conducted between March 5, 2019 and March 14, 2019. The Canadian Podcast Listener 2018 was conducted by Audience Insights Inc. in partnership with North American podcast consulting firm Ulster Media with support from TPX (The Podcast Exchange) 2 Key findings More recent podcast listeners

7、use a much broader and diverse group of platforms to access podcasts. Pioneer podcast listeners are far more likely to use Apple as their platform of choice. Monthly podcast listeners are noticing podcast promotion on AM/FM radio, especially the Podcast Newcomers. From Q1 2018 to Q1 2019, the number

8、 of podcasts advertised on AM/FM radio grew from 7 to 106. Among those who spend 5 or more hours a week listening to podcasts, “Power” podcast listeners, 67% say they follow their favorite hosts on social media. Android users are more likely to use laptops for podcast listening versus iPhone users.

9、Among Android phone owners, 40% of podcast time spent listening takes place on mobile phones. Among Apple phone owners, a higher proportion (54%) of podcast time spent listening takes place on mobile phones. Many podcast listeners first started listening for content and interests they follow closely

10、. 44% of podcast listeners say they first started listening because “I heard about a podcast on a specific topic or area of interest that I follow closely.” Ads during podcasts are least likely to be skipped versus other major media. 3 Study terminology and definitions TermDefinition Total (monthly

11、podcast listeners) Listens to a podcast at least once a month. Weekly podcast listeners Listens to podcasts at least once a week. “Power” podcast listeners Listens to 5+ hours of podcasts in a typical week. Podcast Pioneers (4+ years ago) Started listening to podcasts 4 or more years ago. Podcast st

12、art: 2-3 years ago Started listening to podcasts 2-3 years ago. Podcast start: past 7-12 months Started listening to podcasts in the past 7 to 12 months. Podcast Newcomers (past 6 months) Started listening to podcasts in the past 6 months. Distribution platforms Destination where podcasts are availa

13、ble for consumers, ie. Apple Podcasts or Google Podcasts. Apple Podcasts Podcasts accessed on iTunes or Apple Podcasts. Google Podcasts Podcasts accessed on Google Play or Google Podcasts. Podcast origin timeline 4 Sample specifications Total% of total Total (monthly podcast listeners)1407 Weekly po

14、dcast listeners100573% “Power” podcast listeners (5+ hrs/week) 48935% Podcast Pioneers (started listening4+ years ago) 31322% Podcast start: 2-3 years ago41529% Podcast start: past 7-12 months32723% Podcast Newcomers (started listening in the past 6 months) 35225% Podcast origin timeline Fielded: Ma

15、rch 5, 2019 to March 14, 2019 5 Who is listening to podcasts monthly? 6 Most podcast listener segments skew Millennial and male How to read: 12% of Podcast Pioneers (those who started listening to podcasts 4 or more years ago) are Gen Z (A18-24). Source: Westwood One and Audience Insights Inc.s Podc

16、ast Download Spring 2019 Report, MARU/Matchbox National Study March 2019 *Data is weighted to represent Apple/Android mobile ownership among monthly podcast users. % of respondents Total (monthly podcast listeners) Weekly podcast listeners “Power” podcast listeners (5+ hrs/week) Podcast Pioneers (4+

17、 years ago) Podcast start: 2-3 years ago Podcast start: past 7-12 months Podcast Newcomers (past 6 months) Average age39.536.236.142.740.538.836.2 Gen Z (A18-24)17%16%12%12%15%23%20% Millennials (A25-34)27%33%40%22%24%24%38% Gen X (A35-49)30%31%34%32%34%28%23% Boomers (A50-64)19%16%10%26%19%17%14% S

18、eniors (A65+)7%5%3%8%7%7%4% Male55%61%69%65%54%48%55% Female45%39%31%35%46%52%45% Apple mobile owner*58%57%56%59%60%59%53% Android mobile owner*42%42%44%40%39%40%47% Podcast origin timeline 7 Q: “How much time would you say you spend listening to podcasts in a typical week?” of total monthly podcast

19、 listeners are “Power” listeners 35% Total (monthly podcast listeners) “Power” podcast listeners (5+ hrs/week) Gen Z (A18-24)17%12% Millennials (A25-34)27%40% Gen X (A35-49)30%34% Boomers (A50-64)19%10% Seniors (A65+)7%3% Male55%69% Female45%31% Total (monthly podcast listeners) “Power” podcast list

20、eners (5+ hrs/week) Podcast Pioneers (4+ years ago) 22%25% Podcast start: 2-3 years ago 29%26% Podcast start: past 7- 12 months 23%20% Podcast Newcomers (past 6 months) 25%29% Total (monthly podcast listeners) “Power” podcast listeners (5+ hrs/week) $25K$50K21%14% $50K$75K17%14% $75K$100K21%28% $100

21、K+24%33% “Power” podcast listeners are 25-49, male, affluent and newcomers to podcasting How to read: 29% of “Power” podcast listeners are Podcast Newcomers. Source: Westwood One and Audience Insights Inc.s Podcast Download Spring 2019 Report, MARU/Matchbox National Study March 2019. Q: “How much ti

22、me would you say you spend listening to podcasts in a typical week?” % who listen 5+ hours per week 8 “Power” podcast listeners (5+ hours per week) account for the bulk of weekly podcast listening Source: Westwood One and Audience Insights Inc.s Podcast Download Spring 2019 Report, MARU/Matchbox Nat

23、ional Study March 2019 How to read: 81% of all weekly podcast listening comes from “Power” podcast listeners; who represent 35% of total monthly podcast listeners. 9 Users: % of total monthly listeners 35% 65% “Power” podcast listeners Other listeners 81% 19%“Power” podcast listeners Other listeners

24、 Usage: % of weekly listening From Pioneers to Newcomers, users and usage are aligned Source: Westwood One and Audience Insights Inc.s Podcast Download Spring 2019 Report, MARU/Matchbox National Study March 2019 % of respondents How to read: Of the total monthly listeners, 25% are Podcast Newcomers.

25、 29% of all weekly podcast listening is generated by Podcast Newcomers. 10 22% 29% 23% 25%25%25% 21% 29% Podcast Pioneers (4+ years ago) Podcast start: 2-3 years ago Podcast start: past 7-12 months Podcast Newcomers (past 6 months) % of total monthly listeners% of weekly podcast listening Podcast Ne

26、wcomers are more likely to listen daily than Podcast Pioneers Source: Westwood One and Audience Insights Inc.s Podcast Download Spring 2019 Report, MARU/Matchbox National Study March 2019. Q: “How often do you listen to audio podcasts?” How to read: 38% of Podcast Newcomers listen to podcasts every

27、day. Q: “How often do you listen to audio podcasts?” (% of respondents who selected “Every day”) 11 24% 18% 22% 38% Podcast Pioneers (4+ years ago) Podcast start: 2-3 years ago Podcast start: past year Podcast Newcomers (past 6 months) Total (monthly podcast listeners): 25% Average weekly time spent

28、: “Power” listeners spend nearly 12 hours a week with podcasts Source: Westwood One and Audience Insights Inc.s Podcast Download Spring 2019 Report, MARU/Matchbox National Study March 2019. Q: “How much time would you say you spend listening to podcasts in a typical week?” Q: “How much time would yo

29、u say you spend listening to podcasts in a typical week” Weekly average time spent with podcasts (hours:minutes) How to read: “Power” podcast listeners spend an average of 11 hours and 56 minutes listening to podcasts in a typical week. 12 7:09 11:56 7:48 6:436:47 7:20 Total (monthly podcast listene

30、rs) “Power” podcast listeners (5+ hrs/week) Podcast Pioneers (4+ years ago) Podcast start: 2-3 years ago Podcast start: past 7-12 months Podcast Newcomers (past 6 months) Podcast origin timeline Average weekly episodes: Podcast Newcomers consume almost the same number of podcasts weekly as the Pione

31、ers Source: Westwood One and Audience Insights Inc.s Podcast Download Spring 2019 Report, MARU/Matchbox National Study March 2019. Q: “In total, how many podcast episodes would you say you listen to in a typical week? Please tell us the total number of episodes of all the podcast series you listen t

32、o.” Q: “In total, how many podcast episodes would you say you listen to in a typical week? Please tell us the total number of episodes of all the podcast series you listen to.” Weekly average number of podcasts listened to How to read: “Power” podcast listeners listen to an average of 8.8 podcasts i

33、n a typical week. 13 6.2 8.8 6.7 6.3 5.5 6.4 Total (monthly podcast listeners) “Power” podcast listeners (5+ hrs/week) Podcast Pioneers (4+ years ago) Podcast start: 2-3 years ago Podcast start: past 7-12 months Podcast Newcomers (past 6 months) Podcast origin timeline What makes people listen to po

34、dcasts? 14 Podcastings on-demand nature and unique content draws listeners to the platform How to read: “You can choose what you listen to when you want to listen” makes podcasts different from other media they consume according to 59% of total monthly podcast listeners. Source: Westwood One and Aud

35、ience Insights Inc.s Podcast Download Spring 2019 Report, MARU/Matchbox National Study March 2019. Q: “Which of the following statements, if any, would best describe what makes podcasts different from all the other media you consume-AM/FM radio, TV, other online media” Q: “Which of the following sta

36、tements, if any, would best describe what makes podcasts different from all the other media you consume-AM/FM radio, TV, other online media?” (% of total monthly podcast listeners) Along with video and music streaming platforms, podcasts fall in the upward trend of on-demand content. However, podcas

37、ts are one of the few on-demand content providers that are open to advertisers. 15 59% 46% 44% 38% 37% 32% You can choose what you listen to when you want to listen Unique, one-of-a-kind content Its more immersive, engaging than other media The connection you feel with the hosts on podcasts No matte

38、r what your particular interests are, theres a podcast for it Not too many ads Q: “Which of the following, if any, would best describe what first got you listening to podcasts?” (% of total monthly podcast listeners) Relevant topics and areas of interests attract podcast listeners the most Source: W

39、estwood One and Audience Insights Inc.s Podcast Download Spring 2019 Report, MARU/Matchbox National Study March 2019. Q: “Which of the following, if any, would best describe what first got you listening to podcasts?” How to read: 44% of total monthly podcast listeners first started listening to podc

40、asts because “I heard about a podcast on a specific topic or area of interest that I follow closely.” 16 44% 39% 34% 31% 24% 21% I heard about a podcast on a specific topic or area of interest that I follow closely Friends or family members told me about a specific podcast they liked I heard about p

41、odcasts in general, and was curious to try them I heard that one of my favorite radio hosts, authors or celebrities had a podcast I get bored listening to music sometimes-I wanted to listen to something more engaging I wanted to hear an AM/FM radio show I liked, but wanted to hear it on my own sched

42、ule Number of genres: Podcast Newcomers listen to slightly more genres than Podcast Pioneers How to read: On average, total monthly podcast listeners listen to 4.7 podcast genres regularly. Source: Westwood One and Audience Insights Inc.s Podcast Download Spring 2019 Report, MARU/Matchbox National S

43、tudy March 2019. Q: “Which types of podcasts do you like to listen to on a regular basis?” Q: “Which types of podcasts do you like to listen to on a regular basis?” Average number of genres listened to 17 4.7 6.0 4.6 4.8 4.4 4.9 Total (monthly podcast listeners) “Power” podcast listeners (5+ hrs/wee

44、k) Podcast Pioneers (4+ years ago) Podcast start: 2-3 years ago Podcast start: past 7-12 months Podcast Newcomers (past 6 months) Podcast origin timeline Comedy is the leading podcast genre How to read: 52% of “Power” podcast listeners like to listen to comedy podcasts regularly. Source: Westwood On

45、e and Audience Insights Inc.s Podcast Download Spring 2019 Report, MARU/Matchbox National Study March 2019. Q: “Which types of podcasts do you like to listen to on a regular basis?” Podcast origin timeline Q: “Which types of podcasts do you like to listen to on a regular basis?” (% of respondents) T

46、otal (monthly podcast listeners) Weekly podcast listeners “Power” podcast listeners (5+ hrs/week) Podcast Pioneers (4+ years ago) Podcast start: 2-3 years ago Podcast start: past 7-12 months Podcast Newcomers (past 6 months) Comedy45%49%52%47%43%46%43% News Nielsen Audio Nationwide Fall 2018, Reach,

47、 Persons 12+. Reach based on ad detections on stations in 81 monitored Media Monitors markets. Includes the Top 10 most detected podcasts for the “Podcast Streaming Pew Research, January-February 2019. Q: “On which social media do you follow your favorite podcast hosts?” 49% 46% 42% 41% 20% 69% 37%

48、22% 73% 24% FacebookInstagramTwitterYouTubeSnapchat % of Power podcast listeners using social media brand to follow favorite podcast host % of total U.S. adults 18+ who ever used social media brand +24% +91% 29 How do listeners listen to their podcasts?* *This section examines usage of podcast distr

49、ibution platforms, not the volume of downloads. 30 2.7 3.8 2.5 2.5 2.3 3.5 1.7 2.6 1.51.5 1.4 2.3 Total (monthly podcast listeners) “Power” podcast listeners (5+ hrs/week) Podcast Pioneers (4+ years ago) Podcast start: 2-3 years ago Podcast start: past 7-12 months Podcast Newcomers (past 6 months) Podcast origin timeline Podcast Newcomers use far more distribution platforms than other podcast listeners How to read: On average, total monthly podcast listeners use 2.7 platforms to access podcasts. On average, total monthly podcast listeners