The Infinite Dial 2020® from Edison Research ​

65% of fans are more willing to purchase products and services they learn about during a podcast.
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60% state that they prefer to buy products from companies that advertise on their favorite podcasts.
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"Host mentions" are especially effective due to the personal relationship with their audiences.
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The Infinite Dial 2020® from Edison Research ​
The Infinite Dial® 2020 marks the latest report in a series dating back 22 years, covering consumer usage of media and technology while also tracking new mediums as they develop. This current report provides the most up-to-date research in the U.S. digital audio and podcast consumption, in addition to mobile, smart speaker, and social media usage. 

The Infinite Dial® study uses the gold standard of nationally representative survey research—a random probability telephone sample comprised of both mobile phones and landlines— of all Americans ages 12 and older. 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. ​

Research Studies

"More than one-third of Americans are consuming podcasts regularly, up significantly from 2019"
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The Infinite Dial 2020® from Edison Research 
​“Podcasts now reach over 100 million Americans every month & are attracting
​an increasingly diverse audience."
Tom Webster, SVP of Edison Research
The Nielsen ad-effectiveness studies
"Podcast advertising generates far better brand recall than other widely-used forms of digital advertising.  In addition to the lift in brand awareness, the studies revealed that 61 percent of consumers exposed to podcast ads become more likely to purchase the advertised product.

Among the key aggregate findings:
Podcasts generate up to 4.4x better brand recall than display ads
There was an average 10 percent lift in purchase intent among listeners exposed to a podcast ad. Sixty-one percent said they were likely to buy.
“Podcast listeners are a highly dedicated, engaged audience. Just by being a podcast listener, you’re someone who cares enough to tune in on a regular basis. You’re more likely to be an informed resource for your colleagues or friend’s, podcasts attract people who are much more passionate, influencers.” -Marko Savic, Igloo Software