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Tuesday, August 27, 2019

Smart Speaker Popularity Going Full Steam Ahead

In this week’s blog post, Westwood One examines the role of smart speakers and podcasts in the audio ecosystem in the just-released Westwood One 2019 Audioscape report using data from Edison Research and Advertiser Perceptions.



Here are a few of the key findings:
  • AM/FM radio and Amazon Music lead in share of smart speaker time spent listening: In Q2 2019, AM/FM radio (18%) and Amazon Music (17%) lead in share of listening on a smart speaker, according to Edison Research. This is a result of AM/FM radio stations developing voice-activated applications to enable listening on smart speakers and their aggressive promotion of Alexa and Google Home listening.
  • Smart speaker ownership growth isn’t slowing down: The number of Americans who reported owning a smart speaker increased threefold from Q2 2017 to Q2 2019. According to Edison Research’s “Share of Ear,” in Q2 2019, 30% of Americans reported owning a smart speaker compared to the 10% in Q2 2017.
  • Marketers and agencies are immersing themselves in voice-activated advertising:According to Advertiser Perceptions, in a little over a year, the amount of marketers and agencies utilizing smart speaker opportunities doubled from 18% in January 2018 to 36% in March 2019. Among media agencies and brands who haven’t started using smart speaker applications, their likelihood to use these marketing initiatives within the next 6 months has increased. This year, consideration and especially intention to become involved in voiced-activated opportunities have grown by double digits.
  • Millennial podcast growth is powered by ethnic and female audiences: In Q2 2019, Millennial 18-34 podcast daily reach has grown +13% over the prior year (15.3% to 17.3%). Driving this growth is 18-34 African Americans, Hispanics, and women. These segments are growing faster than the overall 18-34 demo. In Q2 2019, the daily reach among Millennial African Americans (20.2%) and Hispanics (19.6%) outpaced the daily reach among total Millennials.

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