Reports Audio

Audio audiences Millennial listeners and the radio transition

Report by Annie Langston
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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