Edison Research Released The Infinite Dial 2021

Edison Research released The Infinite Dial 2021 study. Findings from The Infinite Dial have become the barometer on digital audio and other digital media consumption, and is widely used and quoted by broadcasters, podcasters, online radio publishers, ad agencies, and the financial community. A total of 1,507 persons were interviewed to explore Americans’ use of digital platforms and new media.

Podcasting continues its significant and steady growth while the overall audience is more diverse than ever, according to The Infinite Dial 2021 from Edison Research and Triton Digital. Along with podcasting, smart speaker ownership and online audio consumption showed notable gains in this year’s survey.

Here are some interesting findings in The Infinite Dial 2021:

Approximately 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.

Sixty-two percent of the U.S. 12+ population, around 176 million people, are now weekly online listeners, an all-time high for this category.

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%). Of those who own a smart speaker, 34% have three or more of the devices in their household.

The Infinite Dial 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.

“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. “Podcasting, in particular, has made great gains with women and non-White audiences, and truly reflects the diversity of America.”

“We are pleased to partner with Edison Research to unveil the results of the 2021 U.S. Infinite Dial,” said John Rosso, President of Market Development at Triton Digital. “The results of this year’s study are exceptionally interesting, as they provide insight into Americans’ consumption of radio, streaming audio, podcasts, and usage of smart speakers during a time of unprecedented disruption into our everyday lives”.

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