Article by Ethan Cramer-Flood and Ethan Cramer-Flood
For Insider Intelligence, eMarketer
Digital audio has been taking up more than an hour per day of US adults’ time since 2016, and 2022 will be another year of solid growth. They will consume an additional 3 minutes per day of digital audio this year, to reach 1:40. Among active digital audio listeners, the daily figure will be a robust 2:17.
Digital audio will account for 12.7% of overall media time among US adults. Within digital media time, audio’s share will be 20.3%—a high figure compared with many alternative digital options. Adults will spend more time each day listening to digital audio (1:40) than they will watching sub OTT services (1:27), using social networks (1:15), using tablets (1:09), or watching videos on their smartphones (0:40). Listening to digital audio is among the most popular digital activities that we track, not least because it is so easy to consume while multitasking…
Listening to digital audio is also more popular than listening to the radio, although radio retains a significant share of audio time spent. This year, nearly 55% of total audio time will be spent on digital platforms (1:40), while the remaining 45% (1:23) will be spent with traditional radio. Digital first exceeded radio in 2020 and has only grown its share since. This trend will continue.
