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“Podcasting, in particular, has made great gains with women and non-White audiences, and truly reflects the diversity of America.”
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“In the near quarter of a century that the Infinite Dial has been the survey of record for digital audio, the space has never been more vibrant, or more diverse, than it is today,” said Tom Webster, Senior Vice President at Edison Research.
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The Infinite Dial 2021 marks a significant year for the study, as the media measurement was done almost entirely during a time of quarantine or some level of restriction due to Covid-19. The historical data in The Infinite Dial provides pre-Covid trending capability. Of those who own a smart speaker, 34% have three or more of the devices in their household. One-third (33%) of Americans 12+, approximately 94 million people, now own a smart speaker, an increase of 22% from last year and nearly five times what it was in 2017 (7%). 12+ population, around 176 million people, are now weekly online audio listeners, an all-time high for this category. Along with podcasting, smart speaker ownership and online audio consumption showed notable gains in this year’s survey.Īpproximately eighty million Americans – 28% of the U.S. 12+ population – are now weekly podcast listeners, a 17% increase over 2020. The overall monthly podcast listening audience is now more diverse than ever: 57% of monthly podcast listeners are white, 16% Latino, 13% African American, 4% Asian, and 10% of some other background. Podcasting continues its significant and steady growth while its overall audience is more diverse than ever, according to The Infinite Dial 2021 ® from Edison Research and Triton Digital. Scroll down to view a recording of The Infinite Dial 2021
#The medium 2021 download#
Online Audio Listening and Smart Speaker Ownership Show Continued GrowthĬlick here to download The Infinite Dial 2021Ĭlick here for The State of Podcast Listening for 2021: Podcasting Finds a Way, from The Infinite Dial 2021 Eighty Million Americans Listen to Podcasts Weekly with Most Diverse Audience Ever