Digital audio is having a moment, and streaming leader Pandora is one of the biggest beneficiaries. Thanks in part to advancements in technology and accessibility, more Americans are using streaming audio than ever. They're attracted to the convenience and personalization, and, as a result, streaming providers are poised to grab larger shares of total audio usage and ad dollars.
Digital audio users stream more than four hours of streaming audio per week, an hour more than their AM/FM radio listening time, according to a new study by Pandora, Edison Research and Publicis. A significant number of users are shifting their valuable time from radio to digital streaming, with 46 percent of streamers reporting less time spent with AM/FM radio. Streaming audio is also creating entirely new listening occasions, with 81 percent of streamers reporting they are adding completely new time to streaming audio.
Portability is one of the biggest drivers. With streaming apps, users can play their favorite music or spoken word content across locations and devices. Digital audio offers companionship for daily activities, like cooking, cleaning, and working out, while podcasts are valued in stationary moments, such as eating, driving and working.
Streaming is a more personalized user experience than AM/FM radio, noted Pandora's Senior Director of Sales Research, Melissa Paris. "You can listen to whatever you want whenever you want, wherever you are, and through various devices. There is a high level of choice and on-demand access," she said. "Then pair that with the freedom of personalization and that's really the killer combination for streaming audio."
In the last six months, that "killer combination" has been attracting more followers. As the COVID-19 pandemic changed Americans' daily routines and their media consumption, digital audio is attracting new users and more time from existing users, noted Larry Rosin, president of Edison Research.
For instance, millions of Americans now work from home, and they may never return to offices. That means they might spend less time listening to radio in the car or at work. Conversely, with more time at home and more flexibility, they can explore more digital audio. Plus, at-home connected devices, such as smart speakers and smart TVs, have created new ways to listen to streaming audio. The chances are good these new behaviors could become long-term consumption habits, Rosin said.
"It's now clear that the before, during, and after of this COVID-19 period is going to be seen as much more significant than we thought," he said.
Heavy users only represent about one-third of streaming audio users, but they consume 75 percent of time spent with streaming audio. These streamers tend to be younger, with half falling in the 18 to 34-year old demographic, and they're early adopters of new tech, such as smart speakers. They listen to more than eight hours of streaming audio per week, Edison reported, and say they use streaming audio to be inspired, seek companionship, and to escape. They often access digital audio on the go and in multiple locations.
In contrast, lighter users represent more mainstream consumers who listen mostly at home. They reported using streaming audio to be entertained and discover new music.
With this kind of information on hand, Pandora sellers can better make their case to brands and recommend the best targeting, content and solutions, Paris said. While advertisers and agencies are allotting more dollars to audio in general, she said streaming services still spend a lot of time with brands and agencies explaining their products and their value relative to radio and other channels.
"There's still a lot of education we have to do to help them really understand the power of streaming audio and how they should be utilizing it and really just how to best leverage the growing space," Paris said, adding, "Streaming audio is a medium they can't ignore anymore."
Among streaming's biggest weapons, she said, are targeted and personalized ads based on demographics, activities and even moods. Another selling point is streamers' receptivity to brand messages. About half of respondents said audio ads are less disruptive than other spots, and 43 percent said messaging feels more relevant than those on other platforms. Heavy users are a particularly accepting audience, as they are 21 percent more likely to recall a brand or message, and 15 percent more likely to discover a new brand through hearing an audio ad.
"The data makes a compelling case to shift dollars from radio to streaming audio," Paris added. "Streaming audio ads are less disruptive, and messages are more likely to break through given that the ad loads are so much lighter than on broadcast radio."
Brands should also look at streaming audio as an alternative to other media, Rosin said. In a cluttered ad market, where consumers' attention is increasingly divided between digital video and TV, presenting an opportunity for audio sellers to siphon off ad dollars.
Romano, Alli. (2020, Sept 02). Digital Audio Offers Brands a 'Killer Combination'. Retrieved from https://www.mediavillage.com/article/digital-audio-offers-brands-a-killer-combination/?utm_source=Digital+Audio+Offers+Brands+a+%27Killer+Combination%27&utm_medium=email&utm_campaign=nl-daily
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What a battle between these two queens! 🔥
"The Boy is Mine" is what started it all. Now, over 20 years later, these R&B queens are getting their flowers. Let's honor their musical legacies.
Tune in to the Brandy VERZUZ Monica playlist now:
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As the weather cools down, Virgo season is suddenly upon us. While late August and September traditionally are months that we use to prepare for the fall, Virgo’s time in the spotlight is also here to remind us that the fun isn’t over yet! Beyonce radiates Virgo’s fiercest energy. It takes a detail-oriented eye to exude such confidence in performance. As she reiterates in “Sorry,” knowing her worth and dealbreakers are a Virgo’s secret weapons. Shania Twain confirms Virgo’s depth, as she denounces materialistic attempts at winning over her heart in “That Don’t Impress Me Much.” Find fun in the everyday with Marc Anthony’s “Vivir Mi Vida,” and practice accepting stillness during deep reflection with Otis Redding’s “Sittin’ on the Dock of the Bay.” There’s no time like the present to put a plan in place, and level up your daily routines and long-term goals! Use our Virgo season playlist as a guide to find gratitude and magic in the ordinary. ♍
🎶 Listen Now:
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When we first launched P andora Stories, we knew that we’d created a truly unique new kind of audio entertainment. After all, Pandora Stories combine the storytelling possibilities of podcasts with the emotional power of music playlists like nothing before.
But we’ve been completely blown away by how quickly Pandora Stories have caught on with listeners and creators.
How quickly? Today, we’re announcing that we’ve reached our 1000 th Pandora Story, and we’re celebrating with a special “greatest hits” of favorite moments with notable artists from some of our most popular Stories.
Available starting today, Pandora Stories: The Greatest Hits includes anecdotes, insights, and (of course) stories from some of music’s biggest and most compelling stars including Taylor Swift , Lizzo , John Legend , FKA twigs , Tim McGraw , Sting , Madonna , Snoop Dogg , Katy Perry , Marc Anthony, and many more.
In Pandora Stories: The Greatest Hits:
John Legend confesses that his massive hit “All of Me” was inspired by Billy Joel’s 70s smash “Always a Woman.”
Katy Perry reveals the secret way she hits those high notes.
Mark Ronson recounts his fateful first meeting with Amy Winehouse.
Lizzo tells the tale of the dramatic hair flip that inspired “Good as Hell.”
Snoop Dogg shares the recipe for “Gin & Juice.”
Coldplay’s Chris Martin recalls how “Yellow” went from Neil Young parody to the band’s breakthrough hit.
Plus selections from other stories with Lewis Capaldi, 2 Chainz, The Lumineers, Common, Mary J. Blige, Selena Gomez, Hozier, Alicia Keys, Vampire Weekend, Perry Farrell, andPrince Royce.
The number of Pandora Stories continues to grow every day, but you don’t need to be a star to tell your Story. Artists and creators of all kinds can make their own Pandora Stories as one of the free artist marketing tools offered to users of Pandora’s AMP creator platform .
And the success of Pandora Stories has paved the way for a whole slate of new Pandora exclusive programming that melds music and narrative, including:
Listen In – A series of exclusive playlists curated by artists to connect them with fans. Listen In with Jhene Aiko Listen In with Soccer Mommy Listen In with Megan Thee Stallion
Game Time – A new series of exclusive playlists from artists who happen to be avid gamers. Game Time: Steve Aoki Game Time: Logic Game Time: Gryffin
Club Culture – A new series of exclusive playlists that connects artists and fans through the shared love of dance music to create special listening experiences for quarantined club-goers. Club Culture: Disclosure Club Culture: Aluna Club Culture: MK
Screen Songs – Directors, music supervisors, actors, and composers take you through the music they’ve created or selected for movies, TV shows, and video games. Screen Songs: Succession with Nicholas Brittell Screen Songs: Da 5 Bloods with Terence Blanchard Screen Songs: Once Upon a Time in Hollywood with Quentin Tarantino Screen Songs: Travel Back in Time with Palm Springs
Pop Quiz – Celebs reveal their greatest music joys and experiences through a series of rapid-fire questions. Pop Quiz with Olivia Wilde Pop Quiz with Robin Thede Pop Quiz with Skylar Astin
Essentials – Experts and celebrity enthusiasts guide you through the most significant songs from a genre, scene, or era. Big Freedia’s Bounce Essentials Mary Wilson on 60s Girl Groups Brooklyn Soul With Tommy Brenneck
Book Notes – The world’s top authors discuss the unique, surprising, and essential role that music plays in their writing process. Book Notes: Elizabeth Acevedo on ‘Clap When You Land’ Book Notes: Tana French’s Musical Place
Enjoy Pandora Stories: The Greatest Hits , along with hundreds of other Pandora Stories, and stay tuned for more new Pandora exclusive programming coming soon!
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Hey Pandora listeners,
Do you miss the club? Yeah, us too. Even though their doors have been temporarily closed, the music cannot and should not stop. Now more than ever it’s important to remain inspired by music discovery.
The Dance music genre has always been a champion of community. It reminds us that while isolated, we are not alone and are still a part of a larger culture. This spirit of community and inclusivity was the inspiration behind our latest series of exclusive playlists, Club Culture. This new program connects artists and fans through the shared love of dance music to create listening experiences specifically for club goers who are quarantining.
Club Culture highlights DJs and producers from all over the world, both established and up-and-coming from a diverse group of subcultures, musical styles and backgrounds. Each playlist features a hand-picked lineup of songs that soundtracks the artist’s connection to Club Culture with special messages from them about their picks.
Check out the new playlists below, and continue to check back in as we will update this page with new content.
Disclosure : After releasing a string of incredible singles from their forthcoming album Energy, Disclosure put together an exclusive playlist just for Club Culture. The tracklist includes a mix of old and new songs that the duo were listening to while writing their title track from the new album. Featuring songs from CINTHIE, Mele, and Lone, as well as their own originals, this playlist is sure to set off any dancefloor. Check out the full playlist here complete with a message from Disclosure themselves.
Aluna: Fresh off releasing a string of amazing singles from her upcoming album Renaissance, Aluna delivered an exclusive playlist just for Club Culture. Featuring tracks from Kaytranada, Mr. Vegas, Dotorado, and Rina Sawayama, this eclectic collection of tracks is sure to keep things fresh on the dance floor. Check out the full playlist complete with a message from Aluna herself.
MK: Legendary producer and remixer MK came through with an exclusive playlist just for Club Culture. The tracklist is full of songs that he loves to play out in his DJ sets and features some of his favorite MK originals. Check out the full handpicked playlist complete with a message from MK himself.
For more playlists, see the full list here.
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On what would have been Issac Hayes birthday, we celebrate him with this A-Z playlist.
From smoldering Stax Records innovator to Blaxploitation big gun to unlikely South Park icon, Isaac Hayes spun out his legendary career as stylishly as he spun out countless cover versions. As a prolific in-house songwriter and session musician at Memphis’ aforementioned soul powerhouse, he was well placed to make the transition from backroom boy to pioneering artist. In contrast to the usual singles plus filler of the average 60s soul album, Hayes specialized in audaciously extended, lavishly orchestrated covers, often featuring breathy monologues on the trials of romance. Visually, he cut just as striking a figure, cultivating an aloof, sultan of soul-esque mystique through sheer physical presence and a wardrobe stuffed with extravagant dashikis.
Listen Now 🎵 :
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Join us in wishing the legend Fat Joe a happy birthday, who celebrated another year of life on August 19, 2020. 🎂
Fat Joe is known for his star-studded collaborations, and with his latest record, 'Family Ties,' he outdoes himself. The project is a joint effort between the rapper and record producer Dre, with tracks featuring established rap and hip hop icons like Eminem, Mary J. Blige and Remy Ma, as well as talents currently taking over the game, like Cardi B, Ty Dolla $ign. Ahead, hear the "Lean Back" musician's in-depth discussion with Dre about their collab, breaking down the stories and inspirations behind each song.
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Madonna celebrated her birthday on August 16, 2020. 🥳
Madonna's 14th studio album, ‘Madame X,’ marked her ninth album to hit No. 1 on the Billboard 200 Chart in the United States. Here, the pop icon reflects on her biggest hits, from “Like A Virgin” and “Vogue” to ‘Madame X’ standouts like “Dark Ballet” and “God Control.”
Hear about how New York City shows up in “Into the Groove,” and the place that “La Isla Bonita” is really about, on Pandora Stories.
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