Reports Audio

Audio consumption The entertainment aficionado opportunity

Report by Annie Langston
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20,000 foot view:  Streaming platforms are continuing their investment in podcasting despite relatively slow adoption from listeners. Identifying enthusiastic consumer segments will be crucial to accelerating audience growth. Entertainment aficionados (i.e., those who spend more than the average time and money on specific entertainment formats) in music, games, and video streaming show the signs of being fit for such a market.

Key insights: 

  • Despite long-term decline, radio remains the dominant audio format, not only among all consumers but also across all entertainment aficionados 
  • Podcast listenership saw the largest increase, growing from        in        2021 to        in        2021 for music aficionados, and from        to        for games aficionados
  • Podcasts are competing for music time – almost a third of music and gamer aficionados are listening to less music because of podcasts  
  • Music aficionados are more likely to be listening to the most audio        because of podcasts, compared to other segments in        2021
  • Mainstream podcast genres are popular among entertainment aficionados, but they also show a larger listenership in a variety of genres than overall consumers 
  • By contrast, the top podcast genres have mainstream appeal, with comedy, news, and music ranking in the top five genres for all consumers
  • Entertainment aficionados over-index on more than ten podcast subscriptions (e.g.,        for music and games aficionados compared to        for all consumers)
  • Neither all podcast listeners or entertainment aficionados are guaranteed to listen to more than one or two shows regularly, as one third of these segments only listen to one or two shows per week
  • Spotify is the most used platform for podcast listening among all podcast consumers and entertainment aficionados. Games aficionados use Spotify the most at        followed by music        and video streaming        compared to        for overall consumers
  • Competition for second and third place podcast platforms is evenly distributed between Apple, Google, and Amazon

Companies and brands mentioned in this report: Amazon, Amazon Alexa, Amazon Podcasts, Apple Arcade, Apple Fitness+, Apple Music, Apple Podcast App, Apple TV, Apple TV+, All Things Comedy, Audible, Disney+, Earwolf, Google, Google Nest, Google Podcasts, HBO, Hulu, Joe Rogan, Netflix, Prime Video, Spotify, Stadia, and YouTube

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