Spoken Word Audio Consumption Hits New Highs, With More Listening Done At Home.

Broadcast radio speak reveals nonetheless dominate within the automobile, however total, new analysis finds podcasting accounts for a rising quantity of audio time spent listening to spoken phrase content material. The variety of Americans that hearken to spoken phrase content material every day has climbed to 135 million, in accordance with Edison Research, or simply underneath half (48%) the inhabitants aged 13 and older.

“Spoken phrase viewers dimension and listening time have as soon as once more attained file highs,” Edison VP Megan Lazovick stated Thursday throughout a webinar presentation of the Spoken Word Audio Report, which Edison produced in partnership with NPR.

Spoken phrase’s share of audio listening has elevated by 55% during the last 9 years, per the report, with slightly below a 3rd (31%) of every day listening time going to non-music content material. Among those who that hearken to not less than some spoken phrase audio every day, half dedicates extra time with spoken phrase content material than they do with music.

“Once individuals be part of the group of spoken phrase listeners and so they perceive the magic that spoken phrase radio, podcasts and audiobooks can present, they provide loads of time to spoken phrase,” Lazovick stated.

The report, now in its fifth 12 months, finds that extra listening is completed throughout extra occasions of the day. Morning commuting hours stay the most well-liked for spoken phrase listening, however there isn’t any clear-cut second peak as previously when afternoon drive introduced in a second wave of listeners.

“There continues to be a big peak for spoken phrase consumption within the morning drive time. But on this post-pandemic period, the afternoon drive time appears to have been flattened out over a number of hours,” Lazovick stated, noting Americans usually tend to be listening to non-music content material between 10am and 3pm than previously.

The report reveals non-music audio consumption is most typical within the dwelling with 60% of spoken phrase listening time – or 41 minutes on common every day – performed there, in comparison with 24% within the automobile and 13% at work. But how that listening is split up amongst audio choices – radio, podcast, or audiobooks – varies enormously relying on the listening places.

“At dwelling, 41% of spoken phrase audio time goes to AM/FM radio and 40% goes to podcasts,” National Public Media VP Lamar Johnson stated. “But within the automobile, spoken phrase on AM/FM radio dominates, incomes 62% of spoken phrase time. Podcasts share is way smaller at 19%. However, podcasts have the most important share within the office at 45%.”

For the primary time ever, Edison says cell units are the first means individuals hearken to spoken phrase: 39% of spoken phrase audio consumed every day is on a cell system, adopted by 35% on an AM/FM receiver. But which system is utilized in every location can be eye-opening.

The cell phone accounts for practically half of spoken phrase listening at work, however within the automobile, it accounts for only a quarter. The automobile is the place a conventional radio nonetheless dominates, with 60% of spoken phrase listening performed through AM/FM. Radio’s share within the dwelling now trails cell by a 41% to 30% break up.

“Surprisingly, internet-connected TV surpasses each pc and good audio system at 10%,” Lazovick stated. “These units are already a hub for leisure within the dwelling. And it is attention-grabbing to see them being so closely utilized for spoken phrase.”

Edison says podcasts symbolize a big and rising share of spoken phrase listening, now chargeable for greater than a 3rd (36%) of time spent with non-music audio. At dwelling, 40% of spoken phrase audio listening goes to podcasts.

With extra individuals than ever listening to podcasts, there’s additionally extra time spent with the medium. In 2014, 78% of time spent listening to spoken phrase audio was with AM/FM and 13% was spent with podcasts. Today, AM/FM radio nonetheless instructions essentially the most spoken phrase listening time. But podcasts have gained considerably, now capturing 36% of time spent with spoken phrase.

“We know radio content material has discovered success within the podcast house as properly. People are listening to their favourite reveals on demand through podcasts,” Lazovick stated.

Johnson stated that NPR reaches a complete of 44 million individuals weekly throughout platforms, with “pretty distinct” audiences. He stated solely 9% of NPR podcast customers additionally hearken to its public radio stations, whereas solely 14% of public radio listeners additionally obtain podcasts.

The Spoken Word Audio Report is predicated on Edison’s Share of Ear quarterly survey of Americans aged 13 and older who’re requested to maintain an in depth one-day diary of their audio utilization. The pattern for this research was 4,193. Download the report HERE.