Edison: Most Podcast Listening Happens at Home
Edison Research reveals that, according to data from its ongoing Share of Ear study, the majority of podcast listening does not take place in the car. Edison says, “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… And we know from our qualitative research that podcast listeners can listen while they multitask at home.” After listening at home, listening at work contributes 16% to the overall daily listening time to podcasts, while in-car listening captures 11% of daily listening time. Edison adds, “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.
across all demographics, while heavy listening (listening more than 8 hours per week) increased year-over-year. Also from the study: 1) The number of Americans listening to podcasts has increased by 45% in the last five years, and more than doubled in the past decade; 2) the jump in listening while in the car (or on public transportation) is noticeable across all age groups. It is now the most popular location to listen to podcasts among consumers 18-34 and 35-49. 
42% if their parents have also listened to podcasts in the last month; 2) Eighty-seven percent of kid podcast listeners ages 6-12 say they have ever shared something they learned from a podcast with other people; 3) Kid podcast listeners participate in co-listening: Sixty-eight percent of parents of kid monthly podcast listeners ages 6-12 say their children listen with at least one parent, and 54% say their kids listen with siblings; 4) Parents use podcasts to foster family connections: Among parents of kid monthly podcast listeners ages 6-12, 72% say it is important for kids podcasts to be able to be enjoyed by the whole family and 71% say it is important for kids podcasts to give parents and their children topics to discuss together; and 5) Parents of kid monthly podcast listeners ages 6-12 say the top genres among their kids are: games (51%), music (43%), comedy (39%), short stories (39%). 
wanted to see where the listenership was coming from and based on the research it looks like Americans are making more time for podcasts mostly by reducing time spent with streaming video, streaming music and social media. Video podcasts have been a big discussion lately in the industry – whether its needed and cost effective, which is interesting because this new data sample showed that podcasts are pulling listener share primarily from YouTube’s audience – a reasonable motivation for their heightened focus on video podcasting to drive retention.” Interestingly, the study also concluded that the majority of radio listening happens out-of-home (68%), while the majority of podcast listening happens in the home (69%).
study illuminate how Black Americans consume podcasts, discover podcasts, why they listen, and more. The study is a follow-up to the original