The news: Audio usage varies throughout the day, and different services are emerging as dominant for audio- or video-only consumption, showing how listener habits are fragmenting across France, Italy, the UK, and the US.

• Engagement is consistent. 79% of US adults and 76% of French adults have listened to digital audio in the past month, per an Audion survey conducted by YouGov.
• YouTube is most often used for audio-only engagement. 66% of US adults and 58% of French, Italian, and UK adults aren’t watching screens.
• Spotify dominates listening. 76% of US consumers and 74% in France use Spotify and another platform, compared with 65% in the UK and Italy.
• Listeners swap out platforms. 74% of US adults and 58% of French listeners start content on one platform and finish on another.
• Time of day varies: 58% of French users listen on their morning commutes, compared with 39% while getting ready and 37% at home.

“These results show how much audio consumption habits have changed. Listening is no longer defined by a device or platform, but by a moment and an intention,” Julien Chevignon, CEO of YouGov Europe, said in a press release.

What it means: Audio versus video isn’t a separate consumption decision for a large share of listeners, turning the formats into connected user touchpoints within the same listening journey.

• Advertisers buying solely “podcast” or “audio” inventory may undercut reach if they treat Spotify and YouTube as non-overlapping channels.
• Users’ high proclivity to listen to content on the go means advertisers should focus on ads meant to drive same-day actions, like retail promotions or local service bookings.

Implications for marketers: The lines are blurring between audio and video, requiring creative that’s built to perform in both contexts; campaigns built around a single format will miss a meaningful share of daily listeners.

Varied listening schedules means teams should zero in on their target audience and optimize ad timing, such as advertising premium brands for commuting professionals and clothing products for listeners getting ready for the day.

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