As spoken word audio continues to permeate the daily lives of Americans, the latest Spoken Word Audio Report 2023 from NPR and Edison Research delivers some record-breaking findings. The report, now in its fifth year, zeroes in on listening locations and uncovers new insights into how spoken word audio is consumed at home, at work, in the car, and elsewhere. The statistics were presented in a webinar spearheaded by National Public Media (NPM) VP of Sponsorship Marketing Lamar Johnson and Edison Research VP Megan Lazovick. [1]
The data indicates that spoken word audio is breaking records on two fronts: audience size and listening time. Nearly half (48%) of those aged 13 and over in the U.S., an estimated 135 million people, now listen to some form of spoken word audio daily. This reflects a two percentage point increase from the previous year. Furthermore, listeners in this demographic spend 31% of their daily audio time with spoken word, marking a 55% increase compared to nine years ago.
Another interesting trend is the surge of spoken word audio consumption at home. The report reveals that 60% of the total daily audio time dedicated to spoken word audio happens at home, with 24% in the car, 13% at work, and 3% in other locations. The time dedicated to listening to spoken word audio at home has risen from 27 minutes per day in 2014 to 41 minutes in 2023. This growth is observed across every hour of the day.
Post-pandemic, listening habits in cars have evolved, with time dedicated to spoken word audio in cars dropping from 36% in 2014 to 24% in 2023. However, AM/FM radio remains a popular choice for car listeners, accounting for 62% of spoken word audio consumption for those aged 13 and over in the U.S. [2]
For the first time ever, mobile devices have emerged as the primary medium for spoken word audio consumption. 39% of daily spoken word audio consumption by those aged 13 and over in the U.S. occurs via a mobile device, followed by 35% on an AM/FM radio receiver. This trend is particularly pronounced at home and at work, where 41% and 47% of spoken word audio is consumed on a mobile device, respectively.
Podcasts are also claiming a larger share of spoken word listening. They now account for over a third (36%) of time spent with spoken word audio. Of the time dedicated to podcasts, 28% is spent on NPR/public radio, and at home, 40% of spoken-word audio listening is dedicated to podcasts.
Lamar Johnson, NPM VP of Sponsorship Marketing, reflected on the significant growth of the medium, stating, “For 2023, more people than ever are listening and they are spending even more time with Spoken Word, providing a powerful opportunity for brands looking to expand and engage their audience.”
Megan Lazovick, VP at Edison Research, echoed this sentiment, noting, “Podcasting now accounts for over one-third of the time spent with spoken word audio. The cultural shift to digital certainly benefits this space, or perhaps, it’s vice versa – the growing enthusiasm for podcasting is shifting the culture digital.”
The study’s findings were gleaned from Edison Research’s Share of Ear, a quarterly survey where Americans document their audio usage in a detailed one-day diary. The nationally representative sample comprised of 4,193 participants aged 13 and above. [3]
NPR, known for its meticulous reporting and unmatched storytelling, connects with millions of Americans daily across various platforms. Its mission is to create a more informed public by offering a deeper understanding and appreciation of events, ideas, and cultures. NPR operates a nationwide network of award-winning journalists and 17 international bureaus, ensuring that it is never far from where a story is unfolding. [4]
Edison Research provides strategic information to a broad array of clients, including Activision, AMC Theatres, Apple, Disney, Dolby Laboratories, Google, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, and Univision. Recognized as the leading podcast research company globally, Edison Research has conducted research on the medium for several companies, including NPR, Slate, Spotify, SXM Media, ESPN, WNYC Studios. [5]
References:
[1] [The Spoken Word Audio Report 2023](http://npr.org/spokenwordaudio?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2023-11-09)
[2] [2023.in](https://2023.in/?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2023-11-09)
[3] [Edison Research Share of Ear](http://www.edisonresearch.com/?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2023-11-09)
[4] [About NPR](https://npr.org/about?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2023-11-09)
[5] [About Edison Research](http://www.edisonresearch.com/?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2023-11-09)
https://podnews.net/press-release/spoken-word-2023