By now, it should be no surprise that audio is having a moment, which means there’s a major opportunity for brands to get in on it. An estimated 95.6% of Americans 13 or older listen to some form of audio in their daily lives, which amounts to 270 million people listening daily.
Americans are steadily spending four hours with audio each day. But as more and more content and devices come out, the day in the life of an audio listener has evolved. These listeners are content-obsessed and hyper-connected. Take a look at their listening habits:
- 4.8 different times a day (+7% vs. 2016)
- On two different platforms (+11%)
- Using two different devices to listen (+11%)
- During three different dayparts (+4%)
As for the content they’re listening to, it’s a very diverse mix. While music still reigns supreme (with over half of audio listeners only listening to music), 41% now consume multiple audio content types.
How do brands make sense of the ever-evolving audio landscape? SXM Media recently partnered with GroupM and Edison Research on a comprehensive, first-of-its-kind study to unpack Americans’ daily audio diets and determine not just how and when listeners use audio in their lives, but to also understand the why behind their listening behaviors.
Podcasts are digital audio’s rising star
Over the last five years, audio consumption habits have shifted toward digital platforms. While AM/FM radio’s share of daily listening has dropped by 22%, streaming audio’s share has grown by 29%. Though podcasts started as a more niche medium, their share has soared by 200%.
While some podcast listening time is shifting from radio, two in three podcast listeners say they are replacing TV time with this newer medium. Many also say they’re replacing time spent with on-demand video with podcasts.
Though podcasts are typically thought of as a source of information and learning (they do over-index for “learning something new” or “staying up to date on topics”), the top reasons for listening are actually to be entertained or to relax. And when Americans want to laugh, they turn to podcasts—comedy is the top podcast genre cited by listeners across all dayparts. Don’t sleep on podcasts’ ability to entertain listeners.
A role for every audio platform, device and genre
Audio listeners have no lack of options when it comes to how to listen and find content that interests them. Like the rest of us, their choices are largely driven by their mindset, activity and time of day. Typically, the device they listen on is dictated simply by convenience, access and habit (such as listening on a smartphone while going for a walk), while the platform is a more nuanced selection.
When asked to further describe different audio ads, the top three descriptors used for podcast ads were ‘short,’ ‘funny’ and ‘entertaining.’
Each platform plays a role in a listener’s daily audio journey, with some formats serving similar needs. For listeners looking for information, or those listening out of habit, AM/FM radio and SiriusXM satellite radio typically fit the bill. When it comes to streaming audio and music videos on YouTube, people largely turn to these platforms for companionship, inspiration and discovery. For those looking for entertainment or education, podcasts or audiobooks fit those needs.
Regardless of their platform choices, the time of day also impacts listeners’ audio habits. In the morning, they rise and shine looking for inspiration—and choose similar audio that sets the tone for their days. Mid-day, audio is an essential co-worker. When afternoon hits, these listeners turn to audio as a companion and listen with friends and family. In the evening, audio helps listeners unwind from their day, escape and relax. Sleep podcast, anyone?
Winning over America’s ears
It’s clear that audio has massive reach and holds a special place in listeners’ lives, but how do consumers feel about the advertising experience? When it comes to these digital forms of audio, perceptions of audio ads are quite positive.
Compared to ads they see and hear in other places like TV and AM/FM Radio, a majority of consumers perceive streaming audio ads to be shorter in length. Over one in three describe them as more relevant, more attention-grabbing and more entertaining. Not only that, but people are acting on digital audio ads. Almost six in 10 say that podcast ads are more likely to make them consider buying from a brand or a specific product.
When asked to further describe different audio ads, the top three descriptors used for podcast ads were “short,” “funny” and “entertaining.” Not far behind were “memorable” and “interesting.”
But things didn’t look as promising for AM/FM radio, music videos on YouTube and other sources. Those top descriptors were “annoying,” “disruptive,” and “boring.” Brands can leverage the unique perceived benefits of podcast and digital audio ads to maximize ad receptivity.
“As the world of audio continues to expand and evolve, we need to think more holistically about how audio fits into a listener’s daily habits and how that engagement can become a more strategic part of a clients’ media mix,” shared Jen Soch, executive director, channel solutions (DR, publishing, AdvancedTV, audio & local video) at GroupM. “Our work with SXM Media and Edison Research—leaders in the audio space—helped confirm how we thought consumers were engaging with audio content throughout the day, but also discover new behaviors that will be key for planning, and activating against, clients’ media plans.”
As audio consumption habits change, brand marketers will also have to adjust their playbook to deliver on listeners’ evolving needs. Brands looking to win attention will have to work harder than ever to ensure they’re delivering fun, interactive, relevant experiences through different content, devices and platforms.
By understanding the motivations behind listening at different times and throughout various activities, brands can strengthen their creative, plan smarter, and ultimately make a lasting impression on listeners’ days.
