Edison Research, NPR Team Release 'Spoken Word Audio Report'

Report

EDISON RESEARCH and NPR released data from their "Spoken Word Audio Report" in a webinar TODAY (11/12). The report's findings included that the share of time spent listening to spoken word audio has increased 20% since 2014 as time spent with music fell 5%, and that 22% of spoken word listening is on mobile devices, up from 9% five years ago. In addition, over that same period of time, the number of Americans listening to spoken word audio has increased by 16 million to a total of 121 million, with increases greatest among the 13-34 demographic (up 58%). The report also notes the deep connection and engagement listeners have with spoken word audio, and the heavy use of digital devices -- mobile, smart speakers, computers -- to listen.

NPR CMO MEG GOLDTHWAITE said, “Public media accounts for a large share of spoken word audio listening. New technologies like smart speakers, the ubiquity of mobile devices, and increased connectivity, mean that NPR’s journalism and storytelling is reaching more listeners in new spaces and platforms.”

EDISON RESEARCH VP MEGAN LAZOVICK added, “Spoken word audio is different. Spoken word can be vastly more intensive listening experience than other types of audio. People lean in -- they truly listen. Twenty-four percent of all time spent listening to audio is going to spoken word, and that’s especially impressive considering where it was just five years ago.”

Find the report at NPR.org/spokenwordaudio.com.

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