Many daily podcasts are scheduled to release each morning in advance of 6 AM. But new data from Edison Research shows that podcast listening actually peaks later in the day.
Drive time — between 6-10 AM and 2-6 PM — is often viewed as the highest time spent listening to most audio mediums. But that doesn’t appear to be true of podcast users.
According to the latest Edison Research Share of Ear data, 29% of podcast listening takes place from 10 AM to 2 PM.
That figure is just slightly higher than 6-10 AM, which saw 24%, and 2-6 PM, which rested at 21% of the overall podcast listening.
Interestingly, podcast listening does not cease in the overnight hours. 3% of all time spent listening to podcasts takes place between 2-6 AM. And Edison Research says there’s a reason for that.
“Some people keep very different hours and schedules from the traditional 9-5 workday,” the company shared.
In the evening hours, 12% of listening happens between 6-10 PM, with an additional 11% taking place from 10 PM to 2 AM.
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