Assessing Impact of Media

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Understanding public media’s most engaged podcast users

The Knight Foundation commissioned Edison Research to conduct interviews with podcast listeners. They found that the most engaged podcast listeners—“super listeners”—tend to share specific characteristics including a “preference for in-depth content,” “a willingness to promote content to others, and reliance on word-of-mouth,” and “a loyalty to public media, and willingness to invest — even as broadcast consumption levels decline,” among other traits.

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