With the rise of podcasts, Americans are somewhat abandoning music

(ETX Daily Up) – No one will have missed it: more and more time is spent with headphones on. If this listening time was previously associated with music, the rise of podcasts and audiobooks is shaking up our audio consumption habits. So much so that Americans are starting to abandon music streaming, according to a new study.

The firm Edison Research recently unveiled the results of its annual survey of spoken audio content, carried out in partnership with the American public radio station NPR. He reveals that 127 million Americans listen to this type of format every day, against 105 million in 2015. This trend is particularly marked among women (+ 71%) but also listeners aged 13 to 34 (+ 116% ).

Podcasts and other spoken audio content have particularly found their audience this year, thanks to the various periods of confinement. Before the pandemic, we listened to them willingly “to pass the time” in the car or in public transport. They’ve since been invited to our homes, and it’s not uncommon to immerse yourself in one of these pocket-sized audio formats while cooking, gardening, or even before sleeping.

Many Americans are turning to spoken audio content to make chores and other empty moments in their daily lives more interesting. This is the case for 71% of the 1,000 listeners surveyed by Edison Research. But these programs are not only used to fill in the gaps: 60% of respondents listen to them to “improve” or “discover perspectives absent from other media”.

Between music and podcasts, you have to choose (or not)

If the rise of these new media is causing the cabbage of some platforms, it raises questions within the music industry. Is right. Americans are increasingly moving from music to podcasts and spoken audio, according to the Edison Research report. A phenomenon that has only increased over the past eight years.

Spotify has noticed this and is looking to carve out a niche in the audio industry. The music streaming giant recently announced the acquisition of Findaway, a world leader in audiobook distribution. This transaction allows it to accelerate its entry into the growing digital book industry, which is expected to reach $ 15 billion by 2027. It also confirms the Swedish company’s desire to “become the destination for all things is about audio, for listeners as well as for creators, “said Gustav Söderström, head of research and development at Spotify, in a statement.

For its part, Amazon Music is boosting its catalog of podcasts by offering its subscribers exclusive content such as “21 Days Without” by Pénélope Boeuf. It replicates this strategy in all the territories where it offers podcasts such as the United States and the United Kingdom.