Infinite Dial Preview: More Republicans Now Using X/Twitter
Edison Research
Consumer and market researchers. Sole providers of the U.S. Election Exit Poll. Podcast Research since 2006.
Service has rebounded slightly since 2023?
This post is from Edison’s Weekly Insights email.?Subscribe here.?????
You are reading this on the dayof our “big show”—well, one of our big shows. We release studies on any number of audio topics throughout the year, but in just a few hours, we will present The Infinite Dial 2025 supported by Audacy, Cumulus Media, and SiriusXM Media. This report has revealed the latest trends in digital consumer behavior annually since 1998.?
Today's webinar will cover the most recent updates on podcast listening, online audio consumption, and more. This year, we’re also highlighting some key findings on social media usage. Below is a sneak peek at just one of the insights we’ll be sharing.
In 2023, our first Infinite Dial survey after Elon Musk purchased Twitter, our data showed that 34% of Democrats, 28% of Independents, and 20% of Republicans were using the service. Then our 2024 Infinite Dial?recorded a significant drop in X/Twitter usage,?which was?entirely?among Democrats and Independents, as you can clearly see in the graphic below.
领英推荐
In 2025, overall X usage rebounds slightly, primarily driven by Republicans. Usage by Democrats is up one percentage point, to 22%, and flat at 21% among Independents,?but usage among Republicans is up four percentage points from 21% to 25%. That means in 2023 there was a 14-point differential between Democrats’ and Republicans’ usage of the service in favor of Democrats, and today there is a three-point differential in favor of Republicans. This data highlights a significant transformation in X’s audience.? ?
You still have time to register for today's webinar, presented by Edison Research’s Megan Lazovick and Podnews ’s James Cridland . We hope you will join us!?
The Fandom Phenomenon New study from Wondery, Dentsu, and Edison Research
Edison Research, in collaboration with Wondery and dentsu , is excited to unveil?The Fandom Phenomenon. This new white paper reveals data demonstrating that fandom for podcasts runs deep, providing unique opportunities for marketers not offered through other media.
Podcast fans are so emotionally invested in the shows and hosts they love that they will often look for ways to engage their fandom beyond just listening. They give close consideration to brand promotions they hear on their favorite podcasts over what they hear or see elsewhere. The study, which features new data based on a survey and qualitative interviews, notes that 71% of podcast fans feel they are friends with the hosts of their favorite podcasts.