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Millennials Are Germany's Fastest-Growing Digital Audio Audience

Mobile use also up among digital audio listeners

September 27, 2017

Digital audio listening on the rise in Germany, but streaming giants like Spotify aren’t drawing all of their attention.

In July 2017, Goldmedia conducted a survey of digital audio listeners in Germany ages 14 to 69 for Bayerische Landeszentrale für Neue Medien (BLM), Bundesverband Digitale Wirtschaft (BVDW) and Verband Privater Rundfunk und Telemedien (VPRT). It revealed that nearly half of respondents (49%) had increased their digital audio listening in the past year.

Listening increased the most among younger users, with 62% of respondents ages 14 to 17 saying they had expanded their listening from 2016. Fifty-five percent of listeners ages 18 to 23 said the same, as did 51% of respondents ages 24 to 29.

Even among the slowest-growing group, those ages 60 to 69, 40% of respondents consumed more digital audio than in the past.

The survey also found that simulcast radios were the most popular digital audio service, used by a little more than seven in 10 listeners.

Digital Audio Services/Platforms Used by Digital Audio Listeners in Germany, July 2017 (% of respondents)

Somewhat surprisingly, listeners’ next most widely used digital audio source was video streaming services like YouTube. Pure music streaming services like Spotify followed.

Mobile devices are playing a greater role in digital audio listeners’ device choice, the study also found. The share of respondents who used mobile devices for digital audio listening rose to 34% in 2017, up 2 percentage points from the previous year. Goldmedia projects that figure will swell to 40% by 2019.

Such mobile audio streaming might soon get a boost from Amazon. The company announced this week that Germany is one of the first four countries where its voice-assistant Alexa is being integrated into the Amazon Music app for both iOS and Android devices.

Cliff Annicelli

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