Edison Research has commissioned two U.S. podcast thought leadership studies to be presented in first quarter of 2023.
The findings are designed to look at the listening habits of two distinct and important consumers groups when it comes to on-demand audio choices.
Hit Play, Boomer: Podcasting’s 55+ Opportunity will focus on podcast listeners age 55 and older. The study will explore what report co-presenter NPR and Edison Research describe as an “oft-overlooked but highly influential demo” and their podcast listening behaviors.
The Gen Z Podcast Listening Report from Sirius XM-affiliated SXM Media and Edison Research will provide readers with an in-depth look at the podcast habits and motivations of the “elusive and much-desired” Gen Z listener. Generation Z is defined as the generation born in the late 1990s or the early 21st century perceived as being digital natives.
Edison Research has been tracking podcast habits in its Share of Ear data set since 2014.
“Everything we do at Edison Research works to drive the audio space forward with the highest quality data,” Edison VP Megan Lazovick, who heads up the thought leadership efforts, notes. “We believe these two studies will help advertisers understand the opportunities for audio to reach these two important generations and of course help the media companies who can deliver these audiences.”
Presentation dates and registration information is forthcoming.
