The growth of video podcasts has many in the industry wondering if this format will eventually replace audio podcasts. Edison Research at SSRS recently partnered with SiriusXM Media and Publicis Media to create The Video Podcast Consumer Report, a new research initiative focused on understanding how podcast consumers move across podcast formats and what implications this might have for advertisers. Both audio and video podcasts play an important role in how monthly podcast consumers experience podcasts, with 70% saying they listened to both an audio-only podcast and watched a video podcast in the past month. While both formats are popular among podcast consumers, each “wins” in different environments and situations.

Our research found that podcast consumers who have engaged with both formats in the past month have a preference for which one they consume. The majority of this group prefer to only listen (not watch) podcasts when on-the-go, working, doing household chores, or exercising. Video podcasts, on the other hand, are more preferred in moments of leisure, such as when they want to learn new things, be entertained, or feel connected to the host.

More information on the study can be found here. Contact our team today to learn more about conducting your own custom research project.

Nielsen Report Showcases Radio’s Strength

Nielsen’s new Everyone. Everywhere. report encourages us to “see audio differently” by highlighting the often-overlooked strengths of the medium, and radio in particular. This new report includes some Share of Ear® data with respect to radio’s tremendous reach and an ad-supported audience. Read the report today and learn more about how “everyone, everywhere” really does describe radio’s audience.