This document summarizes key findings from a 2012 national survey on podcast consumption in the United States: 1) One in six Americans consumed a podcast in the last month by listening to an audio podcast and/or viewing a video podcast. 2) Podcast consumers tend to be younger (age 25-34), have higher incomes ($75K+), spend more time online, and are more likely to own smartphones and tablets than average Americans. 3) More than half of podcast consumers use social networks like Facebook and YouTube nearly every day, sharing videos regularly.

1. The Podcast
Consumer
May 2012

2. Methodology
• In January/February 2012, Edison Research and
Arbitron conducted a national telephone survey offered
in both English and Spanish language (landline and
mobile phone) of 2,020 people aged 12 and over
• Data were weighted to national 12+ population figures
• This is the 20th study in this series, dating to 1998

3. Podcasting Awareness Has Remained Flat for Several Years
“Are you familiar with the term Podcasting?”
2012 45
2011 46
2010 45
2009 43
2008 37
2007 37
2006 22
0 10 20 30 40 50
% saying “yes”

4. What is Podcasting?
• For the purposes of this study, podcasting is downloading various
types of longer-form online audio and video programs, in the form
of digital files you can listen to or view at any time you choose.
• Podcasting does NOT refer to the downloading of individual MP3s
or songs or television programs.
• Podcasting DOES refer to the download of more program-oriented
online audio and video, such as a talk show, a hosted music
program or a video review showing the features of a new car,
usually as an automatic download that can be listened to or viewed
at the user’s convenience.

5. Nearly Three in Ten Americans Have Ever
Listened to an Audio Podcast
% Who Have Ever Listened to an Audio Podcast
2012 29
2011 25
2010 23
2009 22
2008 18
2007 13
2006 11
0 10 20 30 40 50

6. One-Quarter of Americans Have Ever Viewed a Video Podcast
% Who Have Ever Viewed a Video Podcast
2012 26
2011 22
2010 20
2009 18
2008 16
2007 11
2006 10
0 10 20 30 40 50

7. One in Six Americans Have
Consumed a Podcast in the Last Month
Listened to an Audio Podcast and/or Viewed a Video Podcast in the Last Month
Yes No
17% 83%

8. Audio Podcast Consumption Continues to Slightly Lead Video
“In the last month, have you…”
14
2012
12
12
2011
11
Listened to an Audio Podcast
12
2010
11 Viewed a Video Podcast
0 10 20 30 40 50
% saying “yes”

9. There is a Huge Overlap Between Monthly Audio
Podcast Listeners and Monthly Video Podcast Viewers
Watched a
Video Podcast
Only
17%
Used Audio
and Video
Podcasts in
the Last
Month
52%
Listened to an
Audio Podcast
Only
31%
Base: Listened To Audio Podcast and/or Viewed Video Podcast in the Last Month

10. Podcast Consumers Skew Slightly Male
Men Women
54% 46%
Base: Listened To Audio Podcast and/or Viewed Video Podcast in the Last Month

11. Half of Podcast Consumers are Age 12-34
Age Composition
Age 35-44 Age 25-34
15% 24%
Age 25-34
16%
Age 35-44
18%
Age 45-54
17%
Age 12-24 Age 12-24
21% 26%
Age 45-54
17%
Age 55+
Age 55+
31%
15%
U.S. Population 12+ Podcast Consumers

12. Four in Ten Podcast Consumers Have
a Household Income of at Least $75K
2011 Household Income
%
50
44
40
13 $150K+
30 28
7 12
$100K-$150K
20
8
10 19 $75K-$100K
13
0
U.S. Population 18+ Podcast Consumers 18+
Base: Gave a response

13. Podcast Consumers Spend Much More Time Online
“In the last 24 hours, approximately how much time did you spend on the Internet?”
hours
5
3:58
4 3:34
3
2:25
2
1
0
U.S. Population 12+ Audio Podcast Consumers Video Podcast Consumers
(All Times Self-Reported)

14. Podcast Consumers are Most Likely to Choose
Internet Over Other Media As Most Essential
“Among the Internet, newspapers, radio and television,
which one is most essential to your life?”
Television
18%
Internet Radio
73% 8%
Newspaper
1%
Base: Gave a Response

15. Relative to Other Media, the Vast Majority of
Podcast Consumers are Using the Internet More “Lately”
“Among the Internet, newspapers, radio and television,
which one are you using more lately?”
Television
18%
Radio
Internet
8%
72%
Newspaper
2%
Base: Gave a Response

16. Podcast Consumers Are Watching TV in Non-Traditional Ways
“In the last month, have you watched TV by streaming
or downloading shows to be viewed on…”
20
Your Desktop or Laptop Computer
41
13
Your Television
31
6
A Cell Phone
13
U.S. Population 12+
6
A Tablet Podcast Consumers
14
0 10 20 30 40 50 60
% saying “yes”

17. More Podcast Consumers Own Mobile Devices Than Average
“Do you currently own…”
Apple iPod 31
52
Android Cell Phone 22
33
Apple iPhone 17
28
Portable Hand-Held Book Readers 14
25
Apple iPad 12 U.S. Population 12+
21
Android-based tablet 7 Podcast Consumers
12
0 10 20 30 40 50 60
% owning each item

18. About One in Five Smartphone Owners are Podcast Consumers
Listened to an Audio Podcast/Viewed a Video Podcast in the Last Month
No
80% No
83%
Yes
Yes
17%
20%
Listened to an Audio Podcast Viewed a Video Podcast
Base: Own a Smartphone

19. Podcast Consumers Are Taking Their Own Audio Out of Home
“How often do you listen to digital audio files in a car by connecting an iPod, or
other MP3 player or smartphone to a car stereo?”
A few times per
month or less
26%
At least once per
week
7%
A few times per
week Never
8% 21%
Nearly every day
23%
Do not own
iPod/MP3
player/Smartphone
15%
Base: Audio Podcast Listeners

20. More Than Half of All Podcast Consumers
Are Weekly Online Radio Listeners
% Listening to Online Radio (AM/FM Streams & Internet-Only) in Last Week
Yes
29% Yes
53%
No
47%
No
71%
U.S. Population 12+ Podcast Consumers

21. Podcast Consumers Are
More Likely to Use Social Networks
“Do you currently ever use/have your own profile page on…”
Any Social Network 56
78
Facebook 54
74
LinkedIn 13
28
Twitter 10
21
U.S. Population 12+
Google+ 8
19
Podcast Consumers
Location-based Services 3
8
0 10 20 30 40 50 60 70 80 90
% saying “yes”

22. More Than Half of Podcast Consumers Use
Social Networks Nearly Every Day or More
“How often do you use social networking Web sites or services?”
Nearly Every Day
22%
At Least Once a
Week
18%
At Least Once per
Month
Several Times per
6%
Day
34%
Less Often Than
Once per Month
3%
Never Use Social
Networking Sites
17%
Base: Podcast Consumers

23. Three in Ten Podcast Consumers
Use Daily Deals Sites/Services
“Are you a registered user of any daily deals sites
or services such as Groupon or LivingSocial?”
Yes Yes
15% 30%
No
No 70%
85%
U.S. Population 12+ Podcast Consumers

24. Podcast Consumers Are Heavy YouTube Users
“Have you watched video clips or other Internet video
programming from YouTube in the last week?”
Yes
Yes 69%
37%
No No
63% 31%
U.S. Population 12+ Podcast Consumers

25. Podcast Consumers Are More Likely to Share YouTube Videos
“Have you shared a YouTube video with anyone in the last month?”
Yes
Yes 51%
43%
No
57% No
49%
U.S. Population 12+ Podcast Consumers
Base: Have Watched Video Clips or Other Internet
Video Programming from YouTube in the Last Month

26. Observations
• Podcasts continue to be effective ways to reach affluent
consumers who exhibit ad avoidance behaviors.

27. Observations
• The dramatic rise in Smartphone ownership is the tide
that seems to have lifted Podcasting’s boats.

28. Observations
• As such, the mass-availability of the mobile web
changes the out-of-home podcasting dynamic from
“subscribe and download” to “watch on-demand”

29. Observations
• The term “podcasting” has hit its cap. The behavior
hasn’t. Podcast producers should provide multiple
hooks and packages for their content—even separating
“Podcasts” from “Shows” to acknowledge differences in
consumption habits and audience.

30. Observations
• Podcast consumers live on Facebook and YouTube. Be
sure both are part of your distribution strategy.