Research firm Edison Research has won plenty of friends with the reports that it publishes with NPR: ‘Smart Audio Report’ tracking US usage of smart speakers, and more recently the ‘Spoken Word Audio Report’ exploring consumption of podcasts and other non-music content. Now it’s launching something new: a ‘Podcast Consumer Quarterly Tracker’ that will survey 2,000 podcast listeners every quarter about how they’re listening and what shows they’re listening to.

It’ll cost $10k per quarter (and customers have to commit to subscribing for at least a year) but they’ll get to insert up to two ‘custom’ questions in the survey every quarter. It’s aimed mainly at podcast networks, with NPR, Wondery, WarnerMedia, ESPN and PodcastOne among the initial ‘charter subscribers’. The new tracker may well be of use for music companies developing their own podcast strategies.

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Stuart Dredge

Music Ally's Head of Insight

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