Edison Research and Amazon Ads are hosting a webinar on Nov. 2 titled “Audio in Evolution: Five Megatrends from a Decade of Streaming Research.”
Streaming audio gained prominence in the 2010s as a way for listeners to easily buy, listen to, and share audio content digitally at scale for the first time. This change sparked the beginning of an audio evolution. Edison Research says that since then, it has seen an explosion in new listeners adopting the content format, the birth of new streaming audio technologies, and an increased diversity of streaming audio content.
“Audio in Evolution” will uncover the top five trends driving audio growth and reveal key factors driving these megatrends. Findings include opportunities these trends can bring to brands who want to reach and engage with consumers through audio advertising
The Nov. 2 webinar is at 2 p.m. ET (7 p.m. CET), and registration is free.
You can register here.
In the meantime, Edison Research has published its Share of Ear results for Q3 2023. Share of Ear measures the full audio space in the United States and how much audio the average American consumes in a typical day.
The graph below shows the percentage of daily listening that Americans age 13+ spend with each type of audio.
Edison notes various changes since the second quarter Share of Ear update, including:
- Podcasts gained one point to another new all-time high of 11% of all daily time spent with audio by those aged 13+ in the U.S.
- AM/FM Radio (which combines over-the-air with listening to radio stations via their streams) is up one point. AM/FM Radio was down one point in Q2, so essentially, AM/FM Radio is flat compared with Q1 2023.
- Streaming music is up one point.
- Owned music (listening to CDs, vinyl, owned digital files, etc.) dropped two points.
- AM/FM radio still makes up the largest share of listening, accounting for 37% of daily time with audio among those age 13+. Most of that listening (32 percentage points) is to AM/FM over-the-air signals.
- Streaming music takes the next largest share at 19%, followed by YouTube for music and music videos (not the streaming service YouTube Music) at 14%, podcasts at 11%, SiriusXM at 8%, and owned music at 5%.
- Music channels on TV, such as Music Choice, make up 3% of daily audio consumption, and Audiobooks make up the final 3%. Other sources account for less than 1% of listening.