Hot Pod is a trade newsletter about the emerging podcast and on-demand audio industry, by me, Nick Quah. It’s also syndicated on Nieman Lab, and the work here has also been cited by the New York Times, Bloomberg, Wired, the Columbia Journalism Review, the Wall Street Journal, and the Financial Times. If you’re wondering what my deal is, check out my profiles on Poynter and Fast Company. I also review podcasts for Vulture.
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Hot Pod, November 14, 2017:
The most engaged. This morning, the Knight Foundation published a report — conducted by Edison Research — that identifies a specific subset within the podcast listening population: what it’s calling “super listeners,” referring to exceptionally engaged consumers of informative digital audio content.
Among the observed characteristics include:
- Super listeners consume twice the amount of podcast content compared to generic listeners. “The average number of shows listened to per week was much higher with Knight respondents (13) than with weekly podcast listeners from the Infinite Dial (5),” the report notes.
- They are loyal evangelists of the medium. The report notes that 96 percent of surveyed super listeners had recommended a podcast to a friend.
- These listeners prefer in-depth content, and increasingly prefer digital consumption over broadcast.
The report also explores the relationship between this listener subset and public media. The findings are intriguing, with the study finding that: “Despite the fact that self-reported radio listening is down with these respondents as a result of podcast listening, two-thirds indicated that they have listened to their local public radio station in the last month… Nearly one-third indicated that they had donated money in the last year to their local public radio station, and 28% had donated to a podcast or radio program directly.” But the study also discovered that there isn’t necessarily a universal “halo effect” for public media podcasts: 51 percent said they like public and nonpublic media podcasts “equally,” and another 15 percent indicated that they “couldn’t tell the difference.” From this, the report suggests that while this listening group has strong loyalty to public media at this point in time, it does not say very much about how that relationship will hold over time.
The report doesn’t quite explore how big or prevalent the “super listener” demographic is in relation to the general listening population, and it should be further noted that the report has a distinct public media focus in its framing and methodology. (Which is to say, as much as this might be identification of a subset within the overall listening population, we might also be looking at a subset that may well be specific to the publishers involved in the study.) I reached out to the Knight Foundation for its take on just how big this group might be, and this is what Sam Gill, the VP of communities and impact, wrote back:
“Good question, however it’s outside the scope of the study. The study focused on survey data from more than 28,000 listeners in order to paint a compelling picture of this audience. Respondents were identified through audio callouts (solicitations typically done by the hosts) on podcasts created by six networks: NPR, PRI, APM, WBUR, PRX, and Gimlet. The on-air promotion and the fact that these organizations shared their data, makes the study particularly unique.”
The rest of the methodology is explained in further depth in the report’s appendix. Anyway, do check out the whole thing, as one imagines that this is a specific consumer type that publishers can identify, build for, and activate differently. Speaking of which, the report actually pairs pretty well with this next item…
BuzzFeed’s Doree Shafrir pubbed a piece over the weekend about people who listen to podcasts at 2x speed (and beyond). It’s a fantastic, fascinating read, not least for the coining of the term “podfaster.” Article skimmers — a species genealogically related to the podfaster, really — should catch two things:
(1) The question of how speed-listening may affect advertising impressions was touched upon, with Midroll’s Lex Friedman providing what seems to be an expected answer. To quote the chunk:
“Podfasters could potentially be more valuable to advertisers because they may be less likely to skip ads… ‘I think people like me are less likely to skip ads because they’re wasting less time when they’re listening,’ [Friedman] said. He added that he’s never heard an advertiser complain about podfasters. ‘I really do genuinely believe that if it’s having any effect on ads, it’s making them more likely to be heard. Now they’ll pay attention to the ads. I don’t think it harms the ads’ efficacy.’”
(2) In much the way that the Knight report identifies the subset of podcast “super listeners,” Shafrir’s piece sheds some light on what might be an even more granular sub-group: podcast completists, for whom the ability to speed-listen is essential, and whose relationship to a given show is perhaps the most profound.
So, the thing I’ve always found interesting about this debate is how it highlights this tension in the relationship between producer intent and listener autonomy, between sender and receiver. We’ve seen different iterations of this struggle play out in other mediums, like the notion of watching feature films on smartphones (“Get real,” says David Lynch), or reading novels by having sentences be flashed rapidly before your eyeballs. Shafrir’s piece underscores, to me anyway, just how little direct power producers have over the listening experience. Perhaps it’s a situation where, much like how producers had to develop tricks to catch radio listeners to stop turning the dial, they’ll have to now figure out ways to get them to slow down.
As a side note, I guess we have a partial answer to that old New Yorker cartoon nut: “I feel like everybody’s podcasting and nobody’s podlistening.”