Say Hello to the Streamers
Harness the Power of Streaming Audio: Part 2
Welcome to part 2 of our streaming audio buying guide. If you haven’t checked out part 1 yet, stop where you are and get caught up on the current state of streaming audio first. Up to speed? Let’s talk audience.
Your brand has an audience to reach, and it’s your job to find the right way to reach them. Targeting tastemaking teens or career-focused 30-somethings? Whatever your ideal customer may look like, there’s a chance they have streamed the audio they wanted to hear when they wanted to hear it. The 2018 Infinite Dial reports that 160 million Americans have made online audio a weekly habit, spending 13 hours and 40 minutes a week with their favorite platforms — that’s well over a hundred billion listening minutes a week.
We’d like to introduce you to the streaming audio audience living in today’s on demand, on the go world.
Who?
- When it comes to the streaming target, Gen Z remains the largest representative group with 88% of Americans 12–24 listening monthly.
- While streaming audio growth is driven by younger generations, the number of adults 25–54 listening is rapidly catching up, growing from 70% to 73% in the past year.
- As streaming becomes more prevalent — the audience becomes more diverse: over the course of 12 months in 2016, the number of African Americans streaming audio from their smartphones jumped 30%, and 29% for Hispanics.
- Millennials are 44% more likely to regularly inform friends and family about new products. These listeners are 64% more likely to buy brands they see advertised.
How?
- Many streamers count on ad-supported platforms. An estimated 15% of the internet-using population is currently streaming music weekly using strictly free services where ads are expected.
- Audio brands used in last week — Pandora (23%), Spotify (16%), Apple (9%), iHeart (7%), Amazon (6%), Google Play (5%).
- Broad platforms capture a big chunk of the market share, but there are a ton of niche platforms that cater to listeners specific desires. Brands used most often — While Pandora and Spotify have over 50% of the share, “other” is 13%.
When and where?
- Mobile has put audio in the pockets of millions — 83% (233M) of Americans own a smartphone — growth correlates with streaming growth.
- Americans 13+ spend 39% of their time listening to streaming audio on their smartphones.
- 44% have listened to online audio in the car.
- Playing music is a top request among smart speaker owners when they are with friends and family.
- For On-Demand Audio streaming, the volume peaks on Friday, not surprisingly coinciding with new release day, and is more prevalent on the weekdays than the weekends.
While streaming attracts a younger audience, there is no one typical streamer. They are just as diverse as the music genres they love and how they choose to engage. DSP? SSP? Stay tuned for part three where we decode all those acronyms!
