Pandora has revealed new insights from the Share of Ear report from Edison Research. The audio company posted some of the key takeaways from the Q1 report on its Pandora for Brands blog. The highlights are all about digital listening and its impact on broadcast.
The results found that more than 30% of the population prefers digital-only audio consumption. This trend paired with about a quarter of listening hours lost for AM/FM since 2014. In Pandora’s analysis, proliferation of digital listening options has caused a dip in time spent listening to AM/FM, which has dipped from 137 minutes in 2014 to 104 minutes in 2019.
Younger listeners are leading the digital trend. The disparities were strong in the 18-34 age bracket, where 42% of people didn’t listen to any broadcast radio in a given day and time spent listening to AM/FM declined 40%, from 114 minutes in 2014 to 68 minutes in 2019. Ages 25-54 responded as the leading demographic for smart speakers and connected home technology. The bracket saw a 7.2% drop in time spent with broadcast radio.
Pandora presented the digital shift statistics as important for advertisers to understand where and how to reach those digital-first listeners.