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