Radio on the MovePodcast Trend Update April 2016

Data collected from

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Introduction

• Objectives:– Monitor impact on listening of increased in-car availability of new in-dash

technologies– Provide insight into in-car listening unavailable through PPM data– Identify cross-platform opportunities for in-car audio

• Online survey, conducted October 30-November 16, 2015• Sample:

– 2,028 Canadians, aged 18+– Drivers or passengers in a private vehicle at least once per week (89% of adult

Canadians)

• Email invitations sent to members of the Angus Reid Forum • Final data weighted to census data to reflect the distribution of the

Canadian population• Key metrics of in-car audio consumption based on questions probing audio

consumed in the vehicle in the previous 24 hours

3Q.C1a When was the last time, if ever, you did the following in a private vehicle? [Listened to an audio podcast that you had downloaded to

play back later]Base: Canadians, aged 18+, in private vehicle past week (n=2,028)

Dec '10 Jun '11 Dec '11 Jun '12 Jun '13 Fall '14 Fall '15

5% 5% 6% 6%7% 7%

8%

In-car listening to podcasts has shown steady growth since 2010.

Listened to an audio podcast in-car in past week

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In-car listening to podcasts peaks among 18-34 and university educated drivers/passengers.

Q.C1a When was the last time, if ever, you did the following in a private vehicle [Listened to an audio podcast that you had downloaded to play back later]

Base: Canadians, aged 18+, in private vehicle past week (n=2,028)

Listened to an audio podcast in-car in past week

Gender

10% 7%

18-34 35-54 55+

17%8%

2%

Age Education

High school/less College/some U U grad+

5% 9% 13%

Household Income

<$50K $50-100K $100K+

9% 8% 10%

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Listeners to niche formats and public radio are most likely to be in-car podcast listeners.

80s/90s Pop Rock

Popular Current Hits

Soft Rock & Pop

Classic Rock

Country

News/Info

60s/70s Pop Rock

10%

10%

9%

8%

7%

7%

7%

Q.C1a When was the last time, if ever, you did the following in a private vehicle? [Listened to an audio podcast that you had downloaded to play back later]

Base: Canadians, aged 18+, in private vehicle past week (n=2,028)

Listened to an audio podcast in-car in past week

Weekly listeners to station type...

Hip Hop/R& B

Classical

CBC Radio One

Hard Rock

Alt Rock

CBC Radio 2

25%

15%

14%

14%

13%

13%

Weekly listeners to station type...

6

40%

21%

19%

8%

6% 3%2%

66%

11%

3%8%

9% 1%1%

AM/FM radio

Personal music on mp3/phone

Audio podcasts

CDs /cassettes

SiriusXM satellite radio

Streaming audio

Audio books

In-car podcast listeners devote lower in-car share to AM/FM; more to personal music and podcasts.

Share of in-car audio listening (past 24 hours)

Q.C1a. When was the last time, if ever, you did the following in a private vehicle?Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following?Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028); past week in-car podcast listeners (n=158)

Past Week In-Car Podcast ListenersAll 18+ Drivers/Passengers

7Q.B2b. When was the most recent time, if ever, that you did the following via your SMARTPHONE?Base: Canadians, aged 18+, in private vehicle past week (Fall 2015: n=2,028)

June '12 June '13 Oct '14 Oct '15

5%

8% 8%

12%

3%

6% 6%

9%

2%4% 4%

4%

Listened to a podcast via smartphone—all locations

Past month

Past week

Past 24 hours

Among Canadian drivers/passengers, aged 18+ (89% of the adult population)

Monthly and weekly podcast listening by smartphone, in-car and elsewhere, is growing sharply.

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42%

38%

11%

9%

57%25%

10%

9%

At home

In car

At work

Elsewhere

Most on-demand listening to podcasts or streamed audio programs still happens at home.Average % of time listened to podcasts/ streamed audio programs, by location

Q.F9 . Of all the time you spend listening to podcasts or streaming specific audio programs, what proportion is...Base: Canadians, aged 18+, in private vehicle past week who indicate listening to podcasts or streamed audio programs in any location (n=762);

past week in-car podcast listeners (n=158)

Past Week In-Car Podcast ListenersAll Drivers/Passengers Who Listen to Podcasts/Streamed Audio Programs

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In-car, podcasts are most frequently listened to on long distance road trips.

Q.F10 Thinking of these occasions in the car, how often do you listen to podcasts/stream specific audio programs?Base: Canadians, aged 18+, in private vehicle at least once per week; and who listened to podcast in past week (n=158)

% of past week in-car podcast listeners who “always” listen to podcasts/streamed audio programs when...

On long distance roadtrips

Commuting

Just driving around town

40%

31%

25%

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CBC and other public radio programs lead a diverse list of most listened to on-demand audio shows.

Q.F8 Please tell us the podcasts/audio program streams that you listen to most often.Base: Canadians, aged 18+, in private vehicle past week who indicate listening to podcasts or streamed audio programs in any location (n=762)

Most Listened to Podcasts/Streamed Audio Programs (all programs w/ 1%+ mentions)

CBC Radio (any)

U.S. Public Radio (any)

This American Life

BBC Radio (any)

TED Talks

Serial

Canadaland

Nerdist

Alan Cross / Ongoing History of New Music

Howard Stern

TVO Big Ideas

13%

3%

2%

2%

2%

1%

1%

1%

1%

1%

1%

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All drivers/passengers Past week in-car podcast listeners

5%

18%

Comedy is a particularly popular content category among in-car podcast listeners.

Q.C3 Still thinking about the time you spent in a vehicle in the past 24 hours, which of the following types of audio content did you listen to?Base: Canadians, aged 18+, in private vehicle past week (n=2028); past week in-car podcast listeners (n=158)

Listened to comedy content in-car in the past 24 hours

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Takeaways

1. In-car podcast listening continues to show steady growth, with past week listening up to 8%, from 5% in 2010.

2. Podcasts currently reach an attractive in-car audience, many of whom lie beyond the reach of AM/FM radio:– Listenership peaks among young + well-educated drivers/passengers;– It captures listeners to public radio and niche formats and those who

devote a smaller share of their in-car listening to AM/FM radio.3. A key driver of the growth in podcast listening is the shift to mobile:

– Monthly and weekly listening to podcasts via smartphone has grown sharply over the past 3+ years.

– Daily listening via smartphone is growing more slowly, suggesting frictional barriers to habitual listening of podcasts.

4. Most listening to on-demand audio programs is still done at home. In car, listeners most frequently opt for podcasts on longer road trips.

5. On-demand audio programs are a long-tail medium, with listeners loyal to a diverse range of programs, from public radio to comedy.

www.audience-insights.com

Jeff Vidler, PresidentAudience Insights Inc.

+1.647.658.8512jeff.vidler@audience-insights.com