Spotify and MAGNA released a study today, “Digital Audio Expansiveness: Growing Landscape & Opportunities,” showing how closely podcast listening mirrors television viewing habits in the U.S. The growth of digital audio was accelerated in part due to the COVID-19 pandemic with a majority of people (72 percent) reporting screen fatigue and 42 percent citing this as the primary factor in listening to more digital audio content.
Here are the top findings:
- 60% of podcast listeners listen to a new episode of their favorite podcast within a day while 58% of TV viewers watch a new episode of their favorite TV show in the same time span.
- 75% of respondents said they frequently relisten to podcast episodes, which closely mirrors the 74% of respondents who reported rewatching their favorite TV shows.
- While podcast listening behavior may mirror TV watching habits, reception of advertisements differs between the mediums. 43% of respondents say that they’re receptive to podcast ads compared to a paltry 17% who reported being receptive to TV ads.
Additional key findings include:
- Visually-focused industries (retail, auto, entertainment etc.) reign supreme: Surprisingly, 50% of digital audio listeners are more open to ads from visually focused industries, compared to non-visually focused industries (41%).
- Audio is a multi-tasking friendly medium: 92% of people participated in other activities while listening to digital audio, compared to 84% while watching digital video.
- Positive moods lead to higher receptivity to digital audio: Positive moods like romantic (65%), excited (51%), curious (48%) and happy (40%) led to higher receptivity to advertisements, and when people are in positive moods, listeners are also more likely to trust the product advertised.
- Podcast listeners are more open to discovery. 35% of podcast listeners are actively seeking out new podcasts, compared to just 27% of TV show watchers who are looking for new content.
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