Podcast and audiobook behaviours by audio segments Q4 2022 Available for: US, UK, Canada, Australia, Germany, France, Sweden, South Korea, Brazil

Overview:

This dataset contains survey data regarding podcast and audiobook genre preferences, as well as podcast and audiobook platform usage across over 60 segments. It includes:

Podcast genres: Comedy, news, true crime, sports, health  fitness, religion / faith, self help, investigative journalism, drama, pop culture, music, chat show, history / science / other factual, games / esports, politics, environmental / climate change.

Audiobook genres: Drama, fantasy, action / adventure, romance, autobiographies / biographies, historical fiction, mystery / detective, horror / thriller, science fiction, true crime, self help.

Which platforms consumers use to access podcasts: Apple Podcasts, Google Podcasts, Spotify, Luminary, Downcast, Overcast, CBC, Stitcher, Amazon Music, Audible, YouTube, iHeart

Which platforms consumers use to access audiobooks: Audible, WeHear, Audiobooks.com, Scribd, Google Play Books, Spotify, YouTube, Downpour, Storytel, Nook, TuneIn, Overdrive, Apple Books.

Key benefits:

• Get an edge on conversions and engagement by learning more about your audience
• Align your product and content with the expectations of your audiences
• Understand the audio behaviours of more than 60 audio segments, benchmarked against the all consumer average
• Understand the popularity ratios between different podcast and audiobook genres to inform campaign and product sales expectations

Examples of questions answered:

“Where are podcast listeners most likely to access my podcast?”

“Is Spotify more popular than YouTube for accessing podcasts?”

“What are the most popular audiobook genres?”

“How do the podcast genre preferences of audio subscribers vary from other consumers?

“What audiobook genres are most popular amongst those who spend the most?”

“Which platforms should podcasters focus on?”

Key segments included:

By demographics:

Age, gender, age within gender, and income.

By behaviour:

Monthly active users (MAUs) and weekly active users (WAUs) of radio listeners, music radio listeners, podcast listeners, audiobook listeners

By time and money spent:

High and low radio listeners, high and love audiobook listeners, high and low podcast listeners, high and low audiobook spenders, aficionados (high money spent, high time spent), collectors (high money spent, low time spent), forgotten fans (low money spent, high time spent), and the passive majority (low money spent, low time spent). 

By fans of specific podcast genres:

Comedy, news, true crime, sports, health  fitness, religion / faith, self help, investigative journalism, drama, pop culture, music, chat show, history / science / other factual, games / esports, politics, environmental / climate change.

By fans of specific audiobook genres:

Drama, fantasy, action / adventure, romance, autobiographies / biographies, historical fiction, mystery / detective, horror / thriller, science fiction, true crime, self help.

By radio station / radio platform listeners: 

US only: iHeart, Slacker, NPR, WHTZ-FM, KIIS-FM, WBMP-FM, KCRW, Sirius XM, and WLTW-FM.

UK only: Capital, Heart, Magic, Radio 1, Radio 2, Radio 6, Radio 1Xtra, Classic FM, Radio 3, Scala, Radio X, and Kiss.

Australia only: WSFM, Smooth FM, Kiis106.5, 2GB, 702 ABC, NOVA 96.9, ABC Radio, and Gold 104.3

Canada only: CBC Radio One, CBC Radio Two, CHFI-FM, CHUM-FM, BOOM-FM, CFRB, Ici Radio, and TSN Radio.W

Germany only: Dokumente und Debatten, Deutschlandfunk Kultur, Deutsche Welle, Deutschlandfunk Nova, Deutschlandfunk, WDR1 Lice, and SWR3.

France only: RTL, Europe 1, France Inter, Les Indes Radios, Franceinfo, RMC, and NRJ.

Sweden only: Rix FM, Lugna Favoriter, Bandit Rock, Sveriges Radio P1, Sveriges Radio P3, Dansbandska, and Electro Lounge.

South Korea only: MBC FM4U, KBS Cool FM, SBS Power FM, SBS Love FM, MBC Standard FM, and KBS Radio 2.

Brazil only: Globo, Transcontinental, Itatiana, Gazeta, Joven Pan, and Radio Alfa.

(note: services, companies and products vary by country)

Tags

Podcasts audiobooks

Companies

Spotify Slacker abc iHeart Capital Sirius XM Radio 1 Luminary Heart Radio 2 Globo 2GB 702 ABC BOOM-FM CBC Radio One CBC Radio Two CHFI-FM CHUM-FM KIIS-FM Kiis106.5 Kiss Magic NOVA 96.9 NPR Radio 6 Smooth FM WBMP-FM WHTZ-FM WSFM Audible CBC Stitcher KCRW WLTW-FM Classic FM Scala Radio X CFRB TSN Radio Dokumente und Debatten Deutsche Welle Deutschlandfunk WDR1 Lice SWR3 RTL Europe 1 France Inter Les Indes Radios Franceinfo RMC Dansbandska Electro Lounge MBC Standard FM Gazeta

Roles

This report is relevant to the following roles:

Audience Insight