nationalpublicmedia-2021年口语音频报告（英）-52页_5mb

Spoken Word Audio Report 2021 Summary

Core Content Overview

The Spoken Word Audio Report 2021 from NPR and Edison Research provides a comprehensive look at the growth and engagement of spoken word audio in the U.S. over the past seven years. The report is based on data from 4054 respondents, including both online and offline listeners aged 13 and older. Key findings highlight the increasing popularity of spoken word audio, especially among young and multicultural audiences, and its role in multitasking, self-improvement, connection, and education.

Main Findings

• Spoken Word Audio's Share of Audio Listening has increased by 40% over the last seven years and 8% in the last year.
• 22 million more people are listening to spoken word audio than seven years ago.
• In 2021, 45% of the U.S. population listened to spoken word audio daily, up from 43% in 2020.
• The average daily listening time for spoken word audio is 2 hours and 6 minutes.

Audience Growth

• Young listeners (13-34 years) and multicultural listeners have been the primary drivers of growth.
• Among 13-34 year olds, the share of audio listening has increased by 116% over seven years and 18% in the last year.
• Among Black listeners, the share has increased by 83% over seven years.
• Among Latino listeners, the share has increased by 80% over seven years.
• Women have seen an increase of 71% in spoken word audio listening over seven years.

Digital Growth

• Podcasts have become a major platform for spoken word audio, with their share of time spent listening increasing by 176% over the past seven years and 16% in the last year.
• Podcast listeners have increased by 27%.
• Mobile listening has grown significantly, with the share of time spent on mobile devices increasing by 278% over seven years and 10% in the last year.
• The time spent listening to spoken word audio on mobile devices has increased by 218% over seven years and 17% in the last year.

Discovery and Engagement

• Listeners use multiple sources to discover new spoken word audio, with an average of 4 sources.
• Young and multicultural listeners are more likely to use video-based apps or websites (e.g., YouTube, Twitch) to find content.
• Young and multicultural listeners are also more likely to notice ads and sponsorships while listening.
• The average number of spoken word audio topics listened to is 10, with young listeners and multicultural listeners engaging with 13 and 12 topics, respectively.
• Topics that have increased in popularity include Romance (61%), Games/Hobbies (24%), Celebrities/Gossip (22%), and Children's (20%).

Motivations for Listening

• The main motivation for most listeners is multitasking, as spoken word audio allows them to engage in activities like working, driving, cleaning, and exercising.
• Young and multicultural audiences cite connection, education, new perspectives, and self-improvement as additional reasons.
• Listeners value meaningful conversation in a surface-level digital world, and many feel that spoken word audio offers deeper, more authentic interaction than traditional media.
• Connection is a key reason, as listeners seek reassurance, shared experiences, and emotional support from the content.

Engagement and Perception

• 75% of U.S. online population (18+) listen to spoken word audio monthly.
• Spoken word audio is perceived as a productive use of time by 75% of listeners.
• 64% of listeners agree that spoken word audio engages the mind in a more positive way than other media.
• 66% of listeners agree that spoken word audio is made for people like them.
• 59% of listeners agree that spoken word audio is becoming a more important part of their life.

Conclusion

Spoken word audio has experienced significant growth in both audience share and listening time over the past seven years. This growth is largely driven by young and multicultural listeners, who not only consume more content but also engage with it in a more meaningful and active way. The rise in podcast and mobile listening has further fueled this trend, making spoken word audio a versatile and essential part of daily life. Listeners value the authentic connection, educational value, and self-improvement opportunities that spoken word audio offers, highlighting its importance in a modern, fast-paced, and digitally connected world.