A socially acceptable norm for many, consumers across the globe can be found with earbuds for on-the-go listening. With the growth of digital audio making the media channel more accessible across devices, audio content has surged in popularity across streaming radio, podcasts, and audiobooks. As people look for ways to multitask during daily activities, these audio channels have become integral parts of their routines.
In new research, Kantar Profiles shared insights into how people globally consume media content like streaming radio, podcasts and audiobooks. This research, across more than 10,000 global consumers, uncovered consumer behaviour and interests across popular audio channels and genres.
A generational swing in audio preferences
Of those who consume media content regularly, Millennials are the primary audience behind audio channels like podcasts and audiobooks. Data from this report shows that 37% of Millennials regularly listen to podcasts, a higher percentage than any other generation. Additionally, 25% of Millennials are tuning into audiobooks, highlighting their preference for on-demand, flexible content that fits into their busy lives on-the-go. This trend reflects a growing shift toward audio content as people travel, commute and move about outside the home.
Traditional radio use is less popular among younger generations as they turn to paid premium streaming services like Spotify or Pandora. However, older generations are still most likely to opt for terrestrial radio channels. 63% of Boomers use radio, compared to only 23% of Gen Z.
Choosing the subscription model
While more pronounced among younger generations, globally, 45% of regular audio listeners report subscribing to a paid, premium audio service. Premium streaming audio services fit the bill for those who value the convenience of an ad-free experience.
Whether the services are purchased to eliminate ads while listening to music, exclusive access to podcast content, or the ability to have unlimited access to audiobooks, these services are popular among respondents.
Music for multitasking
Respondents from our research are frequently opting for audio while multitasking. Popping a set of earbuds in while vacuuming or tuning to a favourite channel on a road trip may make the time go by faster for many.
While many listeners opt for audio while doing household activities, driving, or exercising, music remains the most popular choice for these multitasking moments. 68% listen to music while doing chores at home and 64% while driving or commuting. Podcasts and audiobooks are most often listened to while doing activities or chores at home.
Podcast preferences: true crime, comedy, and daily news
There is a podcast out there for every listener, on nearly every topic from TV show recaps, celebrity interviews, sports talk or fiction. Podcasts have diversified into numerous genres, which cater to a wide range of interests. True Crime podcasts, for instance, have garnered a massive following across global audiences. However, our research finds they are particularly popular among women and Millennials.
The suspenseful stories told across many episodes captivates listeners, making it a popular choice for many. Daily News (51%) podcasts are one of the most popular genres overall, across both men and women, perhaps for their short, engaging episodes that are refreshed daily.
Audiobook popularity grows
Another popular type of audio – audiobooks - have seen a remarkable surge in popularity, with fans often subscribing to services or using premium streaming apps to access a wide library of content. In the US, where audiobooks are especially popular, platforms like Audible dominate the market.
This behaviour aligns with the broader shift toward digital consumption, where convenience and accessibility are key drivers. Audiobooks allow listeners to enjoy their favourite books while commuting, exercising, or simply relaxing, making literature more accessible to those who may not have the time to sit down and read.
As the demand for audio content continues to grow, the industry is likely to see further innovation, diversification and opportunities to integrate ads across audio platforms. With younger consumers choosing paid streaming and digital audio sources, audio is continually integrated into their daily lives.
Get more answers
For more findings from this study, access the complete Connecting with the Media & Entertainment Community. Find additional insights into what global consumers are watching, playing and listening to.
About this study
This research was conducted online among more than 10,000 consumers across ten global markets (including Australia, Brazil, China, France, Germany, South Africa, South Korea, Spain, UK and US) between 27 May 2024 and 7 June, 2024. All interviews were conducted as online and collected based on local age and gender distributions by country. Respondents were sourced from the Kantar Profiles Respondent Hub.
