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Podcasts are everywhere. Audio content has become a major trend across entertainment and information sectors in recent years and is increasingly taking over a portion of market share from music.
Podcasts are everywhere. Audio content has become a major trend across entertainment and information sectors in recent years and is increasingly taking over a portion of market share from music.
Americans are increasingly listening to non-music audio content. The 2022 Spoken Word Audio Report, from NPR and Edison Research, which surveyed 4,118 Americans ages 13 and older, showed a "45% increase in share of spoken word audio listening since 2014." On average, Americans surveyed now spend 29% of their listening time, up from 20% in 2014, on spoken word audio like podcasts, news, radio shows and audiobooks.
According to the report, the age bracket of 13-34 has seen the biggest shift with a 117% increase in eight years. This age group spends 26% of their listening time on "spoken word" content, up from 12% in 2014. Almost 80% of Generation Z listened to a podcast in 2022 versus 37% in 2014.
As for the over-55s, they are the most fond of this type of audio content, which represents 32% of their listening time. Those in the age segment of 34-54 were also more inclined to listen to such content in 2022 with 30% of their time being spent on it, compared to 22% in 2014.
To get up to date on the news, Americans are increasingly turning to podcasts. In 2022, they spent 10% of their time listening to news versus 8% in 2014. Radio remains far ahead despite a decline. SIxty-two percent of Americans' listening time was spent on AM/FM in 2022, compared to 81%, eight years ago.
When it comes to winning over podcast fans, comedy seems to be the most popular genre among 18-24 year olds (for 62% of them) and those over 25 (for 39% of them). News is the second most popular topic for those over 25, while Society and Culture is the number-one topic for Gen Zs.
Podcasts, audiobooks and other forms of audio content have become increasingly popular with US consumers over the past eight years. Although music is declining in popularity, it remains in the lead in terms of listening share, with 71% versus 29% for audio content.
