Audio audiences Millennial listeners and the radio transition
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20,000 foot view: As audio consumption steadily grows from its post-lockdown spike, it is crucial to identify the core audiences who are maintaining their listenership as the attention recession is affecting entertainment. Millennial audiences demonstrate a steady listenership to emerging audio formats while younger listeners have yet to reach consumption potential. The growth of audio will rely on the transition from radio to podcasts, which includes converting the older audiences who still dominate the traditional medium.
Key insights
- Younger millennials both podcast and audiobook penetration
- While over of consumers listen to radio, rate is skewed upwards by penetration in older age segments, listening peaking at of
- Higher listeners who listen for more than hours per week) of podcasts both more likely to listen less music and radio as result of listening to more
- Millennial audio are crucial to the digital market, contributing around a third both podcast and audiobook audience
- Audio listeners the age of contribute around quarter of audience hours for audiobooks and podcasts
- Gen Z consumers contribute the least amount audience hours for both audiobooks podcasts
- Audio hours increasing among all formats, with leading growth for emerging audio from 2021 billion) to 2022
- Spotify is the battle for gen Z listeners of them listen on whereas no single platform stands for older listeners
- Google podcasts’ audience is who also over-index normally accessing podcasts via Amazon
Companies and brands mentioned in this report: Amazon Echo, Amazon Podcasts, Apple, Apple Podcast App, Apple Home Pod, Charli D’Amelio, Dixie D’Amelio, Emma Chamberlin, Google Podcasts, Google Home, Joe Rogan, Kim Kardashian, Lincoln, Megan and Harry, SiriusXM, Spotify, Tesla, Tidal, TikTok