Spoken phrase audio listening time and viewers measurement attain file highs within the U.S. based on The Spoken Phrase Audio Report 2023 launched from NPR and Edison Analysis. The fifth iteration of the annual report locations particular concentrate on listening areas and explores spoken world audio consumption at dwelling, at work, in-car, or different areas. The findings had been offered in a webinar hosted by Nationwide Public Media (NPM) VP of Sponsorship Advertising Lamar Johnson and Edison Analysis VP Megan Lazovick and can be found now at npr.org/spokenword audio.
Key findings from the report embody:
Spoken Phrase Viewers measurement and listening time attain file highs: Virtually half (48%)— roughly 135M folks — of these within the U.S. age 13+ take heed to some kind of spoken phrase audio each day, up two share factors (46%) from final yr. Listeners within the U.S. age 13+ spend 31% of their each day audio time with spoken phrase, which is a 55% enhance over 9 years in the past (20%).
Spoken phrase listening at dwelling has grown dramatically: Sixty p.c of the full each day audio time spent with spoken phrase audio is at dwelling, 24% within the automotive, 13% at work, and three% at another location. The time spent listening to spoken phrase audio at dwelling has grown to 41 each day minutes in 2014. Will increase in at-home spoken phrase audio listening are seen throughout each hour within the listening day.
Spoken Phrase listening in-car has shifted post-pandemic, however AM/FM radio stays on prime: Of all of the each day time spent listening to spoken phrase audio, time spent listening within the automotive has declined from 36% in 2014 to 24% in 2023. Within the automotive, 62% of spoken phrase audio consumed by these within the U.S. age 13+ is to AM/FM radio content material, together with over the air and streams.
For the primary time ever, the cell system is the first method folks take heed to Spoken Phrase: 39% of spoken phrase audio consumed each day by this age 13+ within the U.S. is on a cell system, adopted by 35% on an AM/FM radio receiver. At dwelling, 41% of spoken phrase audio is consumed on a mobil system, and at work, 47% of spoken phrase is consumed on a cell system. AM/FM radio receivers nonetheless dominate in-car, garnering 60% of the token phrase audio listening there.
Podcasts characterize a big and rising share of spoken phrase listening: Podcasts now characterize over one-third (36%) of time spent with spoken phrase audio. Twenty-eight p.c of time spent listening to podcasts goes to NPR/public radio. At dwelling, 40% of spoken-word audio listening goes to podcasts.
“Annually we maintain an in depth eye on the variety of people who find themselves listening and the period of time spent with Spoken Phrase Audio. We’re glad to see that for 2023, extra folks than ever are listening and they’re spending much more time with Spoken Phrase, offering a strong alternative for manufacturers trying to broaden and have interaction their viewers.” mentioned NPM VP of Sponsorship Advertising Lamar Johnson.
“Podcasting now accounts for over one-third of the time spent with spoken phrase audio. The cultural shift to digital advantages this house, or maybe, it’s vice versa – the rising enthusiasm for podcasting is shifting the tradition digital. Both method – podcast listening continues to develop,” mentioned Megan Lazovick, VP at Edison Analysis,
How the examine was performed
Edison Analysis’s Share of Ear is a quarterly survey of Individuals who’re requested to maintain an in depth one-day diary of their audio utilization. Share of Ear makes use of a nationally consultant pattern of these age 13+. The pattern for this examine was 4,193.
