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        lead both podcast        and audiobook penetration       
• While over half of consumers        listen to radio, the rate is skewed upwards by higher penetration in older age segments, with listening peaking at        of       
• Higher listeners (those who listen for more than five hours per week) of podcasts are both more likely to listen to less music        and radio        as a result of listening to more podcasts 
• Millennial audio listeners are crucial to the digital audio market, contributing around a third of both podcast        and audiobook        audience hours
• Audio listeners above the age of        contribute around a quarter of audience hours for both audiobooks        and podcasts       
• Gen Z        audio consumers contribute the least amount of audience hours for both audiobooks        and podcasts       
• Audio hours are increasing among all formats, with podcasts leading growth for emerging audio formats from        2021        billion) to        2022        billion)
• Spotify is winning the battle for gen Z podcast listeners        of them listen on Spotify), whereas no single platform stands out for older listeners
• Google podcasts’ largest audience is               who also over-index for normally accessing podcasts via Amazon Podcasts       

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