Audio consumption is on the rise as summer begins. A new study by Veritonic predicts that podcasts and streaming audio will be big this season. Advertisers are shifting their focus to portable media as consumers spend less time indoors. What share of the pie will AM/FM get?
The data is based on a Veritonic online survey of 598 U.S. adults aged 18+ that reported listening to streaming audio and podcasts at least once during April 2023.
Audio on the Go
Veritonic’s survey found that respondents will likely listen to audio content during certain summer activities. The results showed that:
- 72% of respondents listen while travelling to podcasts, streaming audio or music.
- 77% of people tune in while driving, making it an ideal choice for long trips.
- Enjoy audio content at the beach to create a relaxing environment.
- 65% of people listen to the audio while participating in outdoor activities. This allows them to be entertained and active at the same time.
- 42% of people prefer to relax by the pool and listen to their favourite audio content.
- 37% of outdoor diners enjoy audio entertainment.
- Audio is an important part of 30% of campers’ adventures.
Podcasts: The Power of Podcasts
Podcasts are the preferred choice of many listeners for road trips. Over half (66%) respondents said they listen to podcasts on road trips. Traditional AM/FM radio is the best performer here (58%) because the car remains radio heaven, but streaming audio takes both (72%).
When boredom strikes, podcasts are the best way to entertain yourself. According to the survey, 66% of respondents use streaming audio to relieve boredom. This is higher than both television and streaming audio.
Relaxation and exploration
Podcasts are the preferred choice of respondents when it comes to relaxing and unwinding. Over half (57%) of respondents prefer podcasts to streaming audio during relaxation times. While traditional AM/FM and other audio sources are less preferred, they still have a place in the market.
78% of respondents said they would listen to podcasts and streaming audio while spending time outdoors during the summer. Audio is a reliable companion for outdoor activities and entertainment.