Audio is everywhere; in our pocket, on the move, even in toilets (although, we’re not all quite able to enjoy that luxury just yet). And when we look at streaming audio, it’s omnipresent, earning 64% average weekly reach among digital audio listeners, surpassing traditional AM/FM radio.
And, there are no signs of it slowing. Due to the explosive adoption of mobile, smart speakers and other connected devices, 81% of users are adding new time spent with streaming audio YoY. Among online audio listeners, streamers spend 4+ hours listening to streaming audio in a typical week, a whole additional hour above and beyond what they spend listening to AM/FM radio.
But, as with any new technology, there are different levels of adoptation. Some are tied to their devices and constantly streaming content (heavy listeners), while others casually tune in from time to time (light listeners). When it comes to these two groups, do the number of hours they spend listening (aka, audio fluency) affect how you as a brand should target them? And more importantly, does listening more make you more receptive and open to ads?
Together with Publicis Media, we partnered with Edison Research to dive into a custom audio segmentation study comparing heavy vs. light streaming audio listeners to find out.
Edison Research conducted a National online survey of 1,000+ A18+ who listen to Streaming Audio at least once a week. Respondents answered questions and were segmented by their weekly time spent listening to Streaming Audio, with heavy listeners spending 8+ hours in a given week, and lighter listeners spending less than 8 hours.
Streaming audio is replacing audio time, supplementing digital video time
Audio fluency dictates need states and occasion
Mobile or stationary? Content format matters.
More Listening = Higher Ad Recall
Engagement Wins All Around
While the study didn’t uncover any major behavioral differences between heavy and light listeners, it did validate the upward climbing trend of streaming audio over traditional AM/FM radio. Which means, streaming audio is a crucial piece of your advertising strategy as it’s one of the most effective ways to reach high-quality, engaged audiences at scale.
1. Gain Incremental Reach
Streaming audio is not only a viable platform for marketers looking to reach key audiences at scale, but it’s complementary role to digital video consumption presents the ideal opportunity to deliver incremental reach to key consumers when you use both channels together.
2. Build Daily Connections
Spending over 4+ hours a day listening to streaming audio, audio is an effective way to reach people engaged in their daily activities. Whether multitasking, seeking a mood boost, or simply looking to be entertained, people turn to streaming audio as the perfect companion. For brands, ad-supported streaming audio opens up an entirely new set of addressable daily moments for marketers to contextually engage people where they are spending quality amounts of time.
3. Make a Lasting Impression
Streaming audio advertising dominates in comparison to other types of ad formats. Listeners agree that streaming audio advertising is less disruptive and more meaningful to them, allowing brands to breakthrough and resonate. Additionally, listeners place a high value on reward-based advertising sponsorships from brands in exchange for access to unique on-demand content experiences, without having to pay—a benefit to both listener and advertiser.
Ready to get started? We’re here for you! Reach out to connect with one of our Sales reps today here.