
Edison Research is out with new insights that might surprise some observers of the 2024 election.
It began asking weekly podcast listeners about where they’d seen or heard discussions about the election — up and down the ballot — shortly after its conclusion in November and found that the leading source for those weekly podcast listeners 18+ was YouTube (54%), easily outpacing the rest of the field.
Facebook, despite narratives that its popularity could be waning, was still the second most popular platform for political discourse among those weekly podcast listeners, according to Edison Podcast Metrics.
Local TV and podcasts tied for third place, each with 44% respectively. “Local TV remains an important destination for political conversations and advertising, but newer digital platforms seem to be growing in popularity and influence, especially among weekly podcast listeners,” Edison said.
Meanwhile, TikTok tied with Cable TV for the sixth most popular platform. More than a third of weekly podcast listeners 18+ said they saw or heard discussions about recent elections on TikTok.
“Podcasters and other media observers have rightfully referred to the 2024 Presidential election as the ‘Podcast Election,’” Edison said. “At the same time, more and more podcast consumption is happening on YouTube. So perhaps it is more fair to deem the 2024 election the ‘Podcast and YouTube Election.’”
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