The share of time spent listening to spoken word audio has increased 20% since 2014, while time spent with music across the same period decreased 5%. This shift is led by a dramatic increase in spoken word audio consumption on mobile devices across age groups, and increases in spoken word share among those ages 13-34. These findings are part of The Spoken Word Audio Report from NPR and Edison Research, presented today in a webinar hosted by Edison Research VP Megan Lazovick and NPR CMO Meg Goldthwaite.
This new Report examines listener behaviors and preferences related to spoken word audio – podcasts, news, sports, talk radio and audiobooks – and includes five years of previously unreleased data from Edison Research’s Share of Ear® study. Key findings from the Spoken Word Audio Report include:
121 million Americans listen to spoken word audio each day, an increase of 16 million people in the last five years.
Growth in spoken word listening has been greatest among young people: those age 13-34 now spend 19% of their audio time with spoken word audio (up 58% from 2014).
Mobile technology use is driving growth in spoken word audio category: 22% of listening to spoken word audio in 2019 is now on a mobile device, compared to 9% five years ago.
Spoken word audio yields deep connections and involvement from its consumers, with large percentages of consumers reporting they turn to spoken word audio content for information, inspiration, entertainment, and companionship.
59% of spoken word audio listeners are digital-first, meaning they listen most through computers, mobile devices, and smart speakers. Forty-one percent are analog-first, meaning they listen most through AM/FM radio receivers.
“Public media accounts for a large share of spoken word audio listening. New technologies like smart speakers, the ubiquity of mobile devices, and increased connectivity, mean that NPR’s journalism and storytelling is reaching more listeners in new spaces and platforms,” says NPR CMO Meg Goldthwaite.
According to Edison Research Vice President Megan Lazovick, “Spoken word audio is different. Spoken word can be vastly more intensive listening experience than other types of audio. People lean in — they truly listen. Twenty-four percent of all time spent listening to audio is going to spoken word, and that’s especially impressive considering where it was just five years ago.”
How the study was conducted: Spoken Word Audio Study: A total of 3,013 online interviews were conducted with persons age 18+ using a nationally representative sample. Respondents qualified for the survey by consuming spoken word audio at least monthly. Data weighted to national 18+ U.S. population estimates. Additionally, in-person interviews were conducted with individuals who listened to spoken word audio at least monthly. Edison Research Share of Ear®: A total of 4,000 respondents age 13+ completed an online or offline survey which was offered in English and Spanish. Data weighted to national 12+ U.S. population estimates and has been tracked since 2014.
About Edison Research Edison Research conducts survey research and provides strategic information in over 50 countries for clients including AMC Theatres, AMC Theatres, Amazon, Apple, The Brookings Institute, Facebook, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, and SiriusXM Radio. The national tracking study The Infinite Dial® and the syndicated Share of Ear® are two of the most widely cited studies in the audio space. Edison is also the leading podcast research company in the world and has conducted research for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the podcasting space. Edison’s network of more than 20,000 experienced interviewers allows the company to conduct research in almost any location. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool. For the 2020 U.S. elections, Edison will provide exit polls and will tabulate the national vote across every county in the United States for ABC News, CBS News, CNN, and NBC News.
About NPR NPR’s rigorous reporting and unsurpassed storytelling connect with millions of Americans every day — on the air, online, and in person. NPR strives to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners can find NPR by tuning in to their local Member stations (npr.org/stations), and now it’s easy to listen to our stories on smart speaker devices. Ask your smart speaker to, “Play NPR,” and you’ll be tuned into your local Member station’s live stream. Your speaker can also access NPR podcasts, NPR One, NPR News Now, and the Visual Newscast is available for screened speakers. Get more information at npr.org/about and by following NPR Extra on Facebook, Twitter and Instagram.
