White noise has a specific technical definition but is commonly used to describe various soothing sounds like rain or waves that mask other noises. Its popularity has grown significantly, with a global market value of $1.3 billion and millions of hours consumed on platforms like Spotify daily. Despite the abundance of available sounds, new variations continue to emerge. The article features insights from several industry experts to explore the motivations behind the proliferation of these sounds and their impact on listeners.
The global white noise business is valued at $1.3 billion; TikTok is full of people trumpeting its powers; and Spotify users alone listen to three million hours of it daily.
More sounds already exist than any one person could need-or use. And yet, more keep coming.
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