With school carpools and holiday parties largely jettisoned, once reliable trends in content consumption—especially audio—are now in flux.
SiriusXM and subsidiary Pandora typically see listening spikes during weekday commuting times and dips during holidays. But not in 2020.
“Seasonality is not a thing,” said Denise Karkos, CMO of SiriusXM and Pandora, during Brandweek on Wednesday. “We always have these longitudinal trends that tell us what the consumption habits will be around those different occasions. And all of them have been uprooted.”
While the goal is to always “protect the car,” where much of music listening takes place for many people, but Karkos said the pandemic has driven awareness and adoption of the companies’ streaming offerings, including on connected TVs, as more people are working and playing at home.