US SVOD consumer podcast engagement Audio is the new spinoff
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20,000 foot view: As consumer attention fragments across platforms and content types, it is increasingly important for both streaming subscription video services and podcast creators to maximise their content reach. For streaming subscription video on demand (SVOD) services, podcasts provide new opportunities to reach and retain audiences. For podcast creators and networks, access to streaming video audiences enables the opportunity to reach mainstream digital audiences. As engagement increasingly overlaps across formats, multimedia ecosystems combining complementary content and networks thus offer a unique advantage to consolidate both attention and engagement in the entertainment space.
Key insights
- As of SVOD subscribers spend hours per listening to audio content
- As of of SVOD subscribers listen to weekly, compared to the consumer
- The major services with the top weekly listening are Apple TV+ weekly users (WAUs) at Amazon Prime WAUs and Disney+ WAUs
- As of the percentage of Apple TV+ who listen to podcasts weekly grown by percentage points year-on-year
- Podcast consumption grown year-on-year 2022 to 2023) every major SVOD service’s WAU
- However, audio performing least well among Netflix with consuming podcasts on a basis, the lowest penetration among major SVOD services
- In the the top TV and movie for both podcast video viewers podcast listeners are comedy and making these genres the best for accompanying podcasts
- As of the top two devices for consumption are smartphones and computers as of 2022, are the and third most popular for and movie consumption after watching a TV
- The audience explores how video streaming services losing audiences to third-party platforms offer consumers extra content
- As formats multimedia ecosystems, such as Apple Amazon, have an advantage in audience retention across formats
Companies and brands mentioned in this report: Amazon, Amazon Fire TV, Amazon Prime Video, Apple, Apple Podcasts, Apple TV+, Austin Butler, Bridgerton, Disney+, Dolly Parton, Extraordinary Attorney Woo, HBO Max, Hulu, iHeartMedia, James Patterson, Janelle Monáe, Lupin, Marvel, Netflix, Paramount+, Roku, SiriusXM, Sky Stream, Spotify, The Boys: The Official Podcast, The Official The Lord of the Rings: The Rings of Power Podcast, Queen Charlotte, Variety, Veritone, WeCrashed, Wondery, YouTube