Music consumption has risen dramatically with 228 million Americans engaging with digital audio for over four hours daily. This growth presents an opportunity for advertisers, but they must focus on audiences willing to consume ads. The digital audio landscape is diverse, featuring free ad-supported options and paid ad-free subscriptions. However, the total audience of a platform includes both types of users, impacting advertiser reach and strategies. Music dominates listening time, making it a key focus for brands aiming to connect with large numbers of consumers.
Free with ads, paid ad-free subscriptions, and the ongoing rise of a mix of the two—when it comes to entertainment, consumers have options.
Today, 228 million Americans aged 12 and up listen to digital audio, and they're listening for over four hours a day, spending +59% more time with audio than non-digital listeners.
Music is the clear winner, accounting for 74% of listening among digital audio consumers. Advertisers have a clear opportunity to reach large audiences through music content.
The total audience is the number of users who have access to a platform's content, while the ad-supported audience is crucial for advertisers.
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