Audacy has released the second edition of its “State of Audio” e-book which compiles key research from the Interactive Advertising Bureau, Edison Research, Nielsen and other sources into the expanding audio market. The 34-page report is packed with facts, figures, infographics, and buzzwords about “the listeners, creators, and advertisers who are revolutionizing audio.”
Focusing on changing listening habits, “State of Audio” examines the explosive growth of podcasting.
“Loyalty has shifted from listeners’ favorite platforms to their favorite content,” he says. “They will follow their most beloved stories and personalities wherever they go.” For example, 47% of Audacy’s digital audience is made up of cross-platform listeners, the report says, citing data from Triton Digital, Google Analytics and comScore.
“State of Audio” explains how listeners “in and out of audio all day” on any platform suitable for the moment. “It’s also why the rise of the cross-platform earphone is arguably the consumer trend with the biggest opportunity for advertisers in 2022,” he says.
In a chapter dedicated to listeners, Idil Cakin, senior vice president of research at Audacy, identifies a new group of super listeners known as AudioX who “voraciously consume audio across all platforms.” These digital natives are moving from radio to podcasting and vice versa; they listen for more hours; skew younger; are 67% more likely to have a household income above $100,000; and 52% more likely to have a college degree. Other new consumer segments identified by the Audacy report are Zoomers, Tech Wizards and Info Seekers.
A chapter on advertisers describes the trend from classic demo targeting to behavioral targeting to passion-based targeting (“passions are the new demos”).
Finally, a chapter on Creators looks at the actors, comedians, journalists and social media stars who have flocked to the mic via podcasting over the past few years, as well as the legacy radio personalities who are also on the rise. origin of the podcast boom.
“Audio is a trusted companion to hundreds of millions of listeners and more than any other medium, the best way for creators everywhere to connect with their audiences authentically and intimately at scale,” says Paul Suchman, Marketing Director of Audacy. “Our second edition of ‘The State of Audio, Disruptors: Listeners, Advertisers and Creators are Revolutionizing Audio’ focuses on the people, strategies and content shaping the meteoric rise of audio. audio as the go-to medium for marketers. »
Other report findings:
- Audio revenue has overtaken video in 2021. According to the latest IAB ad revenue report, audio streaming revenue grew by +59% YoY. And the growth of streaming audio is outpacing investments in video, social media and search.
- The use of audio has eclipsed television, including CTV
- Audio is reaching everyone, with 99% of US adults saying they use audio every month. And that’s more than total TV usage, including connected devices. (Source: Nielsen, 4th quarter 2021)
- Even moviegoers are more likely to stream audio than video. (Source: Simmons MRI, Winter 2022)
- Gen Z and millennials are more likely to stream audio than video. (Source: Simmons RMI, Spring 2021)
- Time spent listening to AM/FM streaming and podcast content increased by +64% between 2015 and Q1 2022. (Source: Edison Research, Share of Ear Study, Q4 2015-Q1 2022)
Download “State of Audio” HERE.