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Adobe Digital Insights -- Podcast & Audiobook Insights 2019

Podcasting and audio streaming services are a rapidly growing channel for marketers. Adobe Digital Insights surveyed 1,000 U.S. adults between May 30 – Jul 6, 2019, about their podcast and audiobook streaming habits and preferences.

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Adobe Digital Insights -- Podcast & Audiobook Insights 2019

  1. 1. METHODOLOGY AND GLOSSARY • Between May 30 – Jul 6, 2019, 1,008 U.S. adults 18 or older completed a web survey about their podcast and audiobook streaming habits and preferences.All participants were required to stream either podcasts or audiobooks. • Audiobook streaming refers to in-app (non-CD or physical media) audiobook listening • Comscore data is comprised of 193M UniqueVisitors to US mobile apps per month for the months between Jan 2018 & May 2019 Visit our website: adobe.ly/AdobeInsights Sign up for email alerts: http://www.cmo.com/ Follow us: @adobeinsights PODCASTS & AUDIOBOOKS | Jul 2019
  2. 2. Podcast & Audiobooks: Key Findings PODCASTS & AUDIOBOOKS | Jul 2019 • Podcast listenership sees strong growth, and listeners are heavily engaged with podcasts • New podcasts are being discovered primarily through online blogs and articles • Millennials are the largest consumers of podcasts, but they’re becoming more popular with Generation Z • Comedy, education, and true crime top the preferred genre list • Advertising on podcasts is an effective way to reach a relevant customer base, with 25% of listeners purchasing a product they discovered through a podcast ad • Podcast listeners stream more audiobooks than non-podcast listeners • Audiobooks aren’t replacing physical books, with 74% of audiobook streamers also reading physical books
  3. 3. Podcast Listenership Sees Strong Growth • Podcast mobile app usage increased in 2018 and into 2019, seeing a 60% increase in users since January 2018* • A quarter of current podcast listeners started listening to podcasts in the past 6 months • This growth trend should continue, with 45% of listeners planning to listen to more podcasts in the future PODCASTS & AUDIOBOOKS | Jul 2019 * Comscore Mobile Metrix®, Mobile App Only, Custom defined category of Podcast apps, Custom-metric that takes the Comscore Unique Visitors for each month from January 2018 - May 2019 and divides it by the baseline monthof January 2018, United States
  4. 4. Podcast Perception and Discovery Listeners are discovering new podcasts primarily through online sources like blogs and articles, while coworker recommendations rank lowest PODCASTS & AUDIOBOOKS | Jul 2019 The majority of podcast listeners believe the quality of podcasts is increasing
  5. 5. Who is Listening to Podcasts, andWhere? • Over half of listeners listen to podcasts on the way to work or while working • Millennials listen to the most podcasts on average, with nearly a third listening to 5 or more podcasts in a week, but podcast usage and interest is becoming more popular among Generation Z - 67% plan to listen to more podcasts in the next year PODCASTS & AUDIOBOOKS | Jul 2019
  6. 6. Preferences in Podcasts • Comedy podcasts are the most preferred type of podcast, followed by educational and true crime • No matter the subject, the majority of listeners prefer podcasts be no longer than an hour PODCASTS & AUDIOBOOKS | Jul 2019
  7. 7. Divide in Podcast Advertising Effectiveness • Podcasts are proving to be an effective platform for advertising PODCASTS & AUDIOBOOKS | Jul 2019
  8. 8. Podcast Ads Preferred Over Other Formats • Of the 72% of podcast listeners who’ve heard an ad while listening to a podcast, 1/3 find the ads to be more engaging than ads on other formats • Additionally, 40% find the ads to be less intrusive than other types of ads PODCASTS & AUDIOBOOKS | Jul 2019
  9. 9. The Podcast-Audiobook Crossover • Podcast listeners stream more audiobooks than non- podcast listeners, but prefer audiobooks over podcasts while participating in longer activities, like on airplanes, road trips, or vacation • 58% of audiobook streamers listened to podcasts before streaming audiobooks PODCASTS & AUDIOBOOKS | Jul 2019
  10. 10. Audiobooks Don’t Replace Physical Books • Streaming audiobooks doesn’t always replace reading physical books – 74% of audiobook streamers also read books regularly • Nearly half of audiobook streamers choose audiobooks because they don’t have time to read books, and 77% say they listen to audiobooks to stay occupied while doing mundane activities PODCASTS & AUDIOBOOKS | Jul 2019