Linked. The one word that defines the relationship between audio and listeners. There’s been a lot of talk around people moving into audio, especially over the past couple of years. In fact, a 2021 study showed that nearly 80% of global audiences have turned to digital audio as a tool to combat screen fatigue. Over time, audio has become more prevalent as a medium that connects people to themselves and the world around them.
Reach out to them when they’re listening to take care of themselves
Between 2020 and 2021, listening on Spotify in India doubled for people aged 15-44 as they recorded key moments of the day including getting ready, working and concentrating/studying. As screen access and use continues to grow in 2022, we expect consumers to turn to more of the screen-free moments afforded by audio streaming, to unplug. In India, listeners create 150,000 playlists every day on Spotify to accompany their moods and moments. With more listening, audio discovery is at an all-time high. Listeners are eager to discover new sounds, voices and brands – and more and more content creators should seize the opportunity.
Look at what they share
Globally, 1 in 2 Gen Z and Millennial Spotify listeners have shared more audio content with friends and loved ones to stay in touch. Sound is used as a way to bridge the physical gap by connecting through times and culture. More than 2 billion tracks, shows, albums and artists were shared via Spotify in 2021. Listeners also used sound to collectively tap into the zeitgeist by attending virtual shows and listening parties and gravitating around viral moments and artists. Playlists such as Viral Hits have seen minutes played nearly 2x from 2020 to 2021, and consumers have found their communities through music, and brands have the power to grow those communities through music. audio.
Be there when they listen together
As families spent more time together, audio also brought listeners together through communal listening. Smart speakers served as the centerpiece, serving up everything from dance party mixes to spiritual/religious music. In fact, more than 60% of parents said they listened to music and podcasts through smart speakers so their households could listen together. When restrictions were lifted, friends and social groups listened together through a variety of devices, including cars, smart speakers, TVs and game consoles. Combine the fact that audio will continue to expand beyond being a mobile or desktop experience, with the idea that listeners expect branded experiences and two-way conversations from their connected devices, there’s an opportunity obvious for advertisers to engage with their audience.
Listeners are immersed in the audio experience through a cycle of discovering new content, sharing what they love on social media and with friends and family, and streaming what others are listening to , in turn discovering more music and podcasts. With the right audio ad format and relevant context for listeners, brands can truly connect with their audience, when connected to their moods and moments.
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