The field of digital audio has become a very big opportunity for brands , given the growth of this sector. With the aim of developing an X-ray of this market so that companies know what scenario they are facing, IAB Spain has presented its ‘Digital Audio Study 2021’. This has been produced in collaboration with GfK Spain and sponsored by IKI Media and t2ó.
In this way, it has analyzed the integration of radios, audiobooks, podcasts and voice assistants among the Spanish population. It should be noted that 61% of Internet users say they listen to digital audio , a figure that suggests the good way in which this niche is taking shape.
The Most Consumed Content
In general, listeners continue to show a high inclination towards content related to music, such as radio (45%) and music as such (43.5%), the most consumed spontaneously. Podcasts (26.1%) and news (11%) are also relevant, indicating a clear Guatemala B2B list informative aspect of digital audio. If we look at daily consumption, music on demand leads the ranking with 49.3% . The top three is completed by live or streaming radios with 41.6% and deferred radios with 29.6%. Podcasts would remain at 19.2%, audiobooks at 19.3%, aggregators at 26.1% and voice assistant content at 29.9%.
In the mornings, live radio is the one that triumphs with 70% , which it loses in the afternoons, in which deferred radio wins with 52%. However, in the period from 2:00 p.m. to 8:00 p.m., music (64%), voice assistant content (55%), aggregators (53%) and podcasts (48%) are the most consumed. As for the night time slot, audiobooks stand out, with 57%.
What Is the Profile and Habit of The Digital Listener?
The group that consumes the most is the one between 35 and 44 years old (21%), followed by those between 45 and 54 (20.6%) and those between 25 and 34 (16.8%). Those who consume the least are those over 65 years old (13.6%) and those between 16 and 24 (13.7%). In terms of gender ratio, women rise above men by very little, with 51% compared to 49%.
On the other hand, there is a greater propensity to consume in the southeast. South of the peninsula (Andalusia, Catalonia or the Valencian Community). Even so, the largest volume of consumers comes from the large communities. Such as Madrid and Barcelona, where a large part of the listeners are concentrate.
It is important to note that penetration has been maintain compare. And that 6 out of 10 Internet users over the age of 16 are digital audio consumers. Positioning themselves as a digital habit in the lives of Spaniards. Likewise, of those, 97% do so on a regular basis.