New data from Edison Research suggest that audio consumption--that is, transmitted and broadcast audio, like podcasts and radio--might be determined by where a person lives.

The company's newest report suggests a difference in listenership for both podcasts and radio depending on whether the listener is predominantly urban, suburban or rural. And some of the results are surprising.

How do such data impact our approaches to podcast growth, or listener engagement or monetization?

This episode of Before, Behind and Between talks about these issues and how podcasters and radio producers alike might be affected.