Whether it’s setting the tone for mealtime, a long drive or spring cleaning, audio is often a shared experience, extending its impact. In 2018, Pandora partnered with Edison Research and Carat on a landmark study to quantify—for the first time ever—the additional value and reach streaming audio brings to advertisers when co-listening is factored in. At the time, Pandora found that for every 100 paid advertising impressions, advertisers receive 37 additional co-listening impressions.
Now, as SXM Media, the team was curious to see how this number changed, given how much people’s daily lives have transformed since 2018. The team also endeavored to uncover how podcasts compare to streaming audio in terms of co-listening frequency and habits. To do so, SXM Media once again partnered with Edison Research and Carat to dig deeper into this topic with a national online diary study of 1,850 Americans ages 13 and older.
Co-listening is higher than ever
Streaming audio is still a key connection point for people, as evidenced by the high amount of co-listening reported in this year’s study. Almost four in 10 Pandora listeners reported any co-listening during their day, and for some groups, it’s even more pervasive—43% of Hispanic/Latinx listeners and 57% of parents ages 25-54 reported co-listening.
These shared listening moments are happening across dayparts and across days of the week. From cooking to chores to working, streaming audio co-listening in the home continues to play a critical role in everyday life.
Co-listening is still a behavior that is not tracked in any standard measurement system, meaning that audio’s true scale and impact continues to be undercounted and undervalued.
Even more listening is happening on the go. The car is now the top location where people listen to streaming audio together. Connected devices remain the top platforms for co-listening, but there was an interesting shift in mobile; while smartphones are great for solo use, they also drive shared listening experiences. Over four in 10 who listened to Pandora on mobile were listening with others, up by 11 points from 2018.
This year’s co-listening factor for Pandora was remarkable. Now for every 100 paid advertising impressions purchased, advertisers receive 52 additional impressions from co-listening. This represents a 15-point increase from the original study.
Podcast co-listening is emerging
Podcast listening has skyrocketed over the past several years, and the assumption has been that it is a distinctly solo activity. Without any robust data existing on the topic, SXM Media was eager to see what this new study would show.
Looking at podcast listening holistically, across platforms and services, 12% of podcast listeners ages 13 or older reported any co-listening during their day. While this is predictably lower than streaming audio co-listening, it’s likely more than most would have anticipated. Even more impressive is that one in five parents age 25-54 reported any co-listening to podcasts.
Similar to what SXM Media found with streaming audio, the car is the top location where podcast co-listening occurs, followed closely by the home. For devices, mobile is actually where podcast shared listening is most likely to occur. While there is a breadth of podcast content available across topics, comedy, news and information, and true crime are the top genres when it comes to co-listening moments, far ahead of other topics.
Through this study, SXM Media is now able to share the industry’s first co-listening factor that can be applied to podcasts. For every 100 paid advertising impressions purchased, advertisers receive five additional impressions from co-listening, which is not insignificant.
Why co-listening matters for brands
Co-listening is still a behavior that is not tracked in any standard measurement system, meaning that audio’s true scale and impact continues to be undercounted and undervalued. Brands are actually substantially extending their reach through digital audio formats when natural co-listening behaviors are factored in.
On top of providing more reach, these shared listening events represent extremely valuable opportunities for brands to connect with audiences and surround everyday contextual moments like mealtimes and chores, as well as cherished occasions. SXM Media found that over seven in 10 people listen to streaming audio with others during the holidays or during road trips, and over half co-listen during social events and gatherings.
“At Carat, we are fascinated by people and what drives their behaviors and attitudes. We are equally fascinated by brands, how they grow, and what they mean to people,” shares Diana Bojaj, chief media officer, Carat U.S. “We are always seeking to push the boundaries of how we can better connect the two by designing for people. Through this new research with SXM and Pandora, we’re uncovering new human behaviors to help marketers better understand consumers and find even more meaningful ways to connect with them that feel authentic and additive to their daily routines. As co-listening continues to rise, the opportunities for brands to enrich consumers’ shared experiences grows too.”
Audio is also a medium that listeners rely on to improve their mood, and this is true for co-listening moments as well. About three in four Pandora listeners said they co-listen to set a specific mood. When asked how they were feeling while listening with others during their day, the top moods cited by listeners were all positive–they felt relaxed, happy, entertained, productive and carefree. Reaching audiences while they’re in positive mindsets is a powerful opportunity for brands, as this positive sentiment is good for brand association.
