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Weekly Insights 8.23.2023 On-Demand Audio Passes Linear Audio

Weekly Insights 8.23.2023 On-Demand Audio Passes Linear Audio

2023-08-25 09:27:44

This submit is from Edison’s Weekly Insights e-mail. Please click here if you would like to subscribe.

Edison Analysis has been monitoring all types of “linear” audio (radio over the air, radio streams, Pandora’s free radio service, satellite tv for pc radio, and many others.) and evaluating it to all types of on-demand audio content material (paid streaming, podcasts, owned music, and many others.) in our Share of Ear service for practically a decade. 

As you’ll be able to see within the graphic beneath, our newest quarterly report is the second when on-demand handed linear consumption for the primary time.  As of Q2, 2023, 50.3% of all every day audio time consumed by these within the U.S. age 13+ is on on-demand platforms and 49.7% is on linear platforms.

On the finish of 2015, a scant seven and one-half years in the past, the margin between linear listening and on-demand listening was 38 share factors.  However drop by drop, quarter by quarter and yr by yr, the margin was erased, and now on-demand leads.   

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The expansion of podcast listening is a part of the rationale for this alteration.  Podcasting has attuned a whole lot of hundreds of thousands of listeners worldwide to the behavior of selecting the best audio content material on the proper time and hitting play.  The identical goes for music – as soon as individuals acquired used to the flexibility to decide on a selected tune or playlist, and naturally skip songs – it turned arduous for a lot of to return to the ‘lean again’ expertise of listening to radio or linear streams.  

This isn’t a scenario the place on-demand will develop without end and sometime linear will go to zero.  Some individuals desire linear listening, and even those that principally desire on-demand devour not less than some linear content material.  However it’s about as secure a wager as one could make that the trendlines within the graph above will proceed properly out into the long run.  

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