US Online Audio/Podcast Reach, 2000-2020

US Online Audio & Podcast Reach, 2000-2020

While online audio adoption for younger Americans has leveled off, listening by older adults is on the rise, with 76% of 35-54-year-olds and 42% of adults 55 and older having listened to online audio in the month prior to being surveyed.

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Podcast Listening Sources [CHART]

Chart: Podcast Listening Sources

Podcasts continue to grow in both familiarity and listenership among Americans, with a survey finding that about half of the respondents (ages 12 and older) reporting that they have listened to a podcast.

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Weekly Podcast Listening Frequency [CHART]

Chart: Weekly Podcast Listening Frequency

While podcast listeners may still be in the minority (76.4 million people in the US will listen to podcasts this year, or one-quarter of the population), surveys have found that among weekly listeners, most are listening to several podcasts a week.

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Spotify Users, 2017-2019 [CHART]

Chart: Spotify Users, 2017-2019

This year, 58.4 million people in the US will use Spotify, making up 20.8% of internet users, according to eMarketer estimates. In contrast, Pandora will have 75.9 million users in the US this year. However, we expect Pandora’s US user base to decline slightly through the forecast period, while Spotify will see double-digit growth in 2018, as…

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Subscription Services Market Penetration [CHART]

Chart: Subscription Services Market Penetration

Media subscription services for video, music and software have become so ingrained in our routines that for many, monthly fees are just a part of life. But consumers can only budget so much for these conveniences. Are media budgets squeezing out meal kits and other subscription box services?

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