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US SVOD consumer podcast engagement Audio is the new spinoff

Report by Annie Langston
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20,000 foot view:  As consumer attention fragments across platforms and content types, it is increasingly important for both streaming subscription video services and podcast creators to maximise their content reach. For streaming subscription video on demand (SVOD) services, podcasts provide new opportunities to reach and retain audiences. For podcast creators and networks, access to streaming video audiences enables the opportunity to reach mainstream digital audiences. As engagement increasingly overlaps across formats, multimedia ecosystems combining complementary content and networks thus offer a unique advantage to consolidate both attention and engagement in the entertainment space. 

Key insights 

  • As of            SVOD subscribers spend            hours per            listening to audio content
  • As of                       of SVOD subscribers listen to            weekly, compared to the            consumer           
  • The major            services with the top weekly            listening are Apple TV+ weekly            users (WAUs) at            Amazon Prime            WAUs            and Disney+ WAUs           
  • As of            the percentage of Apple TV+            who listen to podcasts weekly            grown by            percentage points year-on-year 
  • Podcast consumption            grown year-on-year            2022 to            2023)            every major SVOD service’s WAU           
  • However, audio            performing least well among Netflix            with            consuming podcasts on a            basis, the lowest penetration among            major SVOD services
  • In the            the top TV and movie            for both podcast video viewers            podcast listeners are comedy and            making these genres the best            for accompanying podcasts
  • As of            the top two devices for            consumption are smartphones            and computers            as of            2022, are the            and third most popular for            and movie consumption after watching            a TV
  • The audience            explores how video streaming services            losing audiences to third-party platforms            offer consumers extra content 
  • As formats            multimedia ecosystems, such as Apple            Amazon, have an advantage in            audience retention across formats

Companies and brands mentioned in this report: Amazon, Amazon Fire TV, Amazon Prime Video, Apple, Apple Podcasts, Apple TV+, Austin Butler, Bridgerton, Disney+, Dolly Parton, Extraordinary Attorney Woo, HBO Max, Hulu, iHeartMedia, James Patterson, Janelle Monáe, Lupin, Marvel, Netflix, Paramount+, Roku, SiriusXM, Sky Stream, Spotify,  The Boys: The Official Podcast, The Official The Lord of the Rings: The Rings of Power Podcast, Queen Charlotte, Variety, Veritone, WeCrashed, Wondery, YouTube

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