Reports: Audio

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Defining entertainment superfans
Characteristics, categories, and commercial impact

Superfans represent a highly valuable yet consistently underleveraged audience segment for the entertainment industry. What drives this disconnect is the fact that – despite frequent anecdotal use of the term – a standardised, empirical definition remains absent, preventing companies from systematically identifying, nurturing, and monetising th...

The audio creator opportunity
Audio creator behaviours and monetisation potential

Historically, YouTubers and TikTok influencers have received the lion’s share of mainstream attention as a creator class – but audio creators are increasingly active on the same digital platforms and operating within the same formats. As a result, the audio creator has become a jack of all trades, moving between copyediting, audio editing, and ...

Audio’s entertainment value
Examining audio listeners’ cross-entertainment lives

Typically, the marketing team for a games company or TV show would not be thinking of audiobooks and podcast listeners as a key consumer segment to address. Yet, podcast and audiobook listeners are digitally sophisticated and spend more time and money than the consumer average on most forms of entertainment – including games, music, and video.

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