The New Me-Time: Shifting Consumer Audio Habits

May 17, 2022

The New Me-Time: Shifting Consumer Audio Habits

By 不良研究所 Insights Team

State of Audio Series

Trying to figure out today鈥檚 Audio listener? Just pay attention to what they鈥檙e doing and what they鈥檙e choosing.

They鈥檙e passionate, they鈥檙e drawn to innovative content, they crave personal connections, and ads that feel more authentic. And each and every day they鈥檙e voting with their ears to show the world what they love. For Audio advertisers and creators, these evolving consumption habits can be fascinating.

So how are listeners switching things up as they turn to their buds, pods, and speakers?

1. Never enough

What do listeners want? More Audio, right now. And their cravings can鈥檛 be satisfied by a single source. That鈥檚 why the listener numbers just keep going up鈥攆or broadcast stations, streaming online, and for online-only content.

Weekly Listening Jumped by 7 Million

to 176 million, shattering 2020’s all-time high

Average Weekly Listening Time Rose a Full Hour

to 16 hours and 14 minutes

Total Audio Reaches 99%

Compared to Total TV viewers at 96%

And what are savvy advertisers doing about this endless hunger for Audio? Amping up their investment – big time.

Audio streaming ad revenue skyrocketed by 59% last year, outpacing increases in video and search¹.

2. Me-time dayparts

It鈥檚 a twist on time-honored dayparts. As the traditional 鈥渄rive time鈥� gives way to 鈥渕e-time鈥� advertisers can spread their investment throughout the day to catch listeners during their own Audio prime time. Your own Audio oasis can be anywhere, whether behind the wheel, dinner prep, or rocking it at the gym.

3. Personalized ads

Here鈥檚 the secret: ads don鈥檛 feel like an interruption when they鈥檙e something you鈥檙e interested in. Presenting each audience with brand messages curated just for them turns ads from interruptions to interesting companions on their listening journey.

4. Brushes with fame

Going 鈥榖ackstage鈥� to get up close and personal with their favorite personalities and influencers is a sure-fire way to keep Audio audiences connected and engaged. Devoted fans happily follow their favorite TV stars to podcasts, and their favorite TikTokers to Radio, to hear the untold stories, deeper conversations, and unfiltered behind-the-scenes gossip.

It鈥檚 about authentic connections. Our podcasts鈥� are continuations of the story and connections with the talent behind the shows. They are very authentic, and that鈥檚 very intentional for us. We believe in [Audio] as a way to really expand the ways in which we can reach the consumers and serve them better.

Josh Walker

Chief Strategy Officer, HBO Max

5. Stories rule

We love our hits, but it鈥檚 not just about the music. Stories connect us.

Music is a mainstay of the Audio universe, but today, it鈥檚 just the start. Original podcasts? Check. Celebrity chats? Check. Local sports icons delivering the play-by-play? Check. Audio movies that captivate? Check. Advertisers are leveraging the spoken word in this golden age of storytelling to connect with audiences in authentic, exciting ways.

22 Million More People Are Listening to Spoken Word Audio Daily

compared to just seven years ago

Spoken Word’s Share of Audio Listening Has Risen +40%

over the last seven years

75% of the U.S. Population Listens to Spoken Word Content

45% listen daily

Fans of Spoken Word Audio Listen 2 Hours Per Day

that’s nearly half of their total listening time

Want more of the latest Audio insights? Check out the guide for trends from the listeners, advertisers, and creators revolutionizing Audio.