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Magna:Spotify-Digital-Audio-Expansiveness-US.pdf
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Magna:Spotify-Digital-Audio-Expansiveness-US.pdf
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Digital Audio
Expansiveness
G r o w i n g L a n d s c a p e & O p p o r t u n i t i e s
Digital
audio on
the rise
2
While traditional radio has
recently declined, other forms of
audio – including podcast
listening and streaming audio –
have increased
Audio Consumption Before/After
Covid-19 Pandemic
Before Covid-19 Disruptions
Since Covid-19 Disruptions
55%
non-digital devices*
45%
digital devices*
47% 53%
*Digital devices: smartphones, computers, internet-connected televisions, smart speakers
*Non-digital devices: AM/FM receivers, SiriusXM receivers, CD players, turntables, TV channels like Music Choice
Source: MAGNA, “The Persistence of Time: How Consumers Divide Their Media Attention.” Vol. 13. Q1 2021.
What do advertisers need
to know about digital
audio today?
How we did it
Note: Survey recruitment ran in February 2021
Digital audio: Audio listened on a digital device (connected to the Internet)
Digital video: Video viewed on a digital device (connected to the Internet)
Sessions based any listening or watching, which could be long or short periods of time
Recruited from an online
representative panel
Evenly recruited
weekday and weekend
sample
• Gen Pop n=2,206
• Booster of Spotify Users
n=300
Recruitment
Must have listened to
digital audio or watched
digital video in past 24
hours
Participants describe
up to 2 digital audio or
digital video sessions
from past 24 hours in
detail in a media diary
• Digital Audio Sessions
n=3,576
• Digital Video Sessions
n=1,436
Deep dive on podcast
listening vs TV show
watching behaviors, as
well as how media
consumption has
changed during the
COVID-19 pandemic
Screeners
Media Diaries
Deep Dive
Start
Time of day Location Purpose Device
Platform Discovery Content type Session length Mood
Co-viewing Activities Ad Attention
Ad Receptivity End
The
Media
Diary
5
Ways and means
of consumption
(Self Reported) (Self Reported)
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