A recent Audioboost study, The State of Audio in Digital Publishing: Trends, Impact, and Audience Behavior, suggests a shift toward audio news consumption.
Among surveyed publishers, 47% reported increased time spent on pages with audio, and 53% noted higher engagement after adding audio features like text-to-speech playback and embedded podcasts.
Listeners spent over five minutes per session, compared to one minute and 40 seconds for non-listeners.
On average, they consumed three articles per session, with 45% reaching this mark and 23% listening to four or more. Audio sessions also had a 97% lower bounce rate than non-audio ones.
“Embedded audio is reshaping audience engagement,” said Cristina Pianura, CEO of Audioboost, an AI audio martech company. While the source may invite skepticism, the trend toward audio is clear.
Weekly return rates vary by vertical: gaming (61%), news (53%), sports (51%), and automotive (33%). The data indicates audio is no longer experimental but a key part of digital publishing.
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