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  • Report
     | 
    OCT 21, 2021

    By contrast, the share who streamed music, podcasts, audiobooks, or other digital audio content slipped from 58.2% to 56.8% year over year. However, this scale of change may be statistically insignificant, and due to a larger sample size that is more representative of the online population.

  • Report
     | 
    OCT 21, 2021

    Digital audio content, including music and audiobooks, climbed modestly year over year to reach 63.6% of internet users in H1. Penetration rose in almost all cohorts, falling only among the youngest group. Even with the decline, the 16-to-24 cohort posted the highest monthly usage, at 81.4%. Social media and messaging far surpassed any other activity in terms of reach and time spent in H1.

  • Report
     | 
    OCT 21, 2021

    Digital video consumption was above average among all younger adults and those in middle- and higher-income homes. But even in the oldest age bracket, over 85% of internet users had recently streamed video. Nonetheless, time spent with broadcast TV in H1 was more than half an hour greater than time spent with online TV and video, at 1 hour, 56 minutes (1:56) per day versus 1:22, respectively.

  • Report
     | 
    OCT 21, 2021

    Greater consumption of free and paid-for digital video hasn’t replaced older forms of TV viewing, however. In Q1, nearly 85% of Thailand’s internet users had watched live TV in the month before polling, and over 60% had watched TV shows they recorded earlier. In addition, nearly 69% had used a broadcaster’s catch-up or on-demand service.

  • Report
     | 
    OCT 21, 2021

    In fact, uptake of digital audio has long surpassed broadcast radio. Nearly two-thirds (64.8%) of respondents had listened to streamed music, podcasts, or other digital audio content in the month prior, per H1 2021 findings. Live TV viewing remained fairly high overall in Q1, at 86.2% of internet users.

  • Report
     | 
    OCT 21, 2021

    By comparison, digital audio appeared to be in the doldrums, with engagement rising marginally in some demographics but falling in others. This may be partly due to GWI removing Google Play Music from the list of digital audio services it asked respondents about.

  • Report
     | 
    OCT 21, 2021

    By contrast, the digital audio audience posted little change in numbers this year. In H1 2021, 68.1% of respondents had listened to music, podcasts, audiobooks, or other audio content online in the prior month. And age-related differences remained much more marked among digital audio consumers than among video viewers.

  • Report
     | 
    OCT 21, 2021

    Smart home devices—such as web-enabled appliances and energy consumption monitors—have attracted little interest to date. Respondents in affluent homes are in the vanguard here, but even in that group, fewer than 12% owned a smart home product. In most demographics, penetration was under 10%. Takeup of voice assistants has also grown rather slowly.

  • Report
     | 
    OCT 21, 2021

    Some 76.0% of respondents in UAE had streamed music, podcasts, audiobooks, or other digital audio content in the prior month. Historically, younger internet users predominated in these audiences, but these discrepancies are no longer so marked. On the other hand, the sharpest decline in digital audio usage was in the oldest age bracket.

  • Report
     | 
    OCT 21, 2021

    Just 56.4% of respondents had listened to digital music, podcasts, audiobooks, or other audio content in the month prior, a slight decline since 2020. Time spent each day with music streaming had risen by 7 minutes, to 1:04 on average. Podcasts also claimed more time this year, at 30 minutes daily versus 21 minutes in 2020. Traditional audio broadcasters reached a wider public.

  • Report
     | 
    OCT 21, 2021

    Digital audio and social networking both gained momentum this year. Digital audio services were firmly established in Sweden some years ago. In H1 2021, penetration of digital audio rose very slightly to 74.4%. As in 2020, usage was nearly universal (95.4%) among the 16-to-24 group and very high (86.3%) among those ages 25 to 34.

  • Report
     | 
    OCT 21, 2021

    More respondents now listen to online music, podcasts, audiobooks, and other digital audio options than to broadcast radio, though by a small margin. Almost three-quarters (74.9%) of internet users listened to digital audio content in the month before polling, with younger cohorts more engaged than their elders.

  • Report
     | 
    OCT 21, 2021

    Digital audio followed much the same pattern. The share of internet users streaming music, podcasts, or other audio content in the prior month was 62.5% in H1. But penetration among 55- to 64-year-olds (36.1%) was less than half that of the 16-to-34 age bracket. Smartphone ownership was predictably high, but penetration of desktops, laptops, and tablets was also greater than in most countries polled.

  • Report
     | 
    OCT 21, 2021

    Overall engagement with digital audio declined marginally in Mexico between H1 2020 and H1 2021 to 86.0% of internet users. This was partially because of the removal of Google Play Music from the list of streaming services respondents were asked about. Yet time spent each day with music streaming remained high at 2:12.

  • Report
     | 
    OCT 21, 2021

    By contrast, teens and young adults are still the driving force behind digital audio takeup. Seven in 10 respondents had streamed music, podcasts, audiobooks, or other digital audio content in the month prior. But penetration among 16- to-24-year-olds (87.3%) was more than double that in the oldest age bracket (40.2%). Voice assistants, too, are more popular with younger people.

  • Report
     | 
    OCT 21, 2021

    The audience for streamed music, podcasts, and other digital audio content was a good deal smaller, at 66.1% of internet users—though again, more than 92% of the youngest respondents had recently listened to such content. Daily time spent with online audio (1:07) was virtually identical to time spent with broadcast radio (1:06).

  • Report
     | 
    OCT 21, 2021

    Live TV, radio, and print media have ceded attention to digital video and audio, and online press. Almost 79% of internet users ages 16 to 64 in Vietnam had watched live TV in the month prior to polling in H1 2021, a drop of more than 6 percentage points compared with 2020. Time spent with broadcast TV also fell, to 1 hour, 9 minutes (1:09) per day on average.

  • Report
     | 
    OCT 21, 2021

    One in four internet users in the UK owned a smart home device, such as a remotely-controlled energy consumption monitor or a smart appliance. Among respondents in affluent homes, that figure was 34.0%. The pandemic seems to have lent momentum to some other digital devices as well.

  • Report
     | 
    OCT 21, 2021

    In H1 2021, the share of internet users ages 16 to 64 owning a smart home product—such as a remote-controlled energy consumption monitor—had barely increased at 16.5%. As in prior years, females were more likely than males to own a smart home product, but that gap had narrowed. Among affluent internet users, nearly 22% owned a smart home device this year.

  • Report
     | 
    OCT 21, 2021

    Young people were also keener consumers of online music, audiobooks, and other digital audio content in H1 2021, though older cohorts closed the gap to some extent. Among respondents ages 55 to 64, 33.8% had streamed digital audio in the prior month, compared with 24.6% in the prior year. Usage among the 16-to-24 cohort was almost identical to their share in H1 2020, at 77.6%.

  • Report
     | 
    OCT 21, 2021

    By comparison, digital video consumption has surged. The share of internet users streaming free or paid-for video content jumped almost 10 percentage points in H1 2021, to 91.2%. (It should be noted that GWI included YouTube in its video category for the first time this year, and at least part of the increase is likely due to that.)

  • Report
     | 
    OCT 21, 2021

    The share of respondents accessing music, audiobooks, or other audio content on digital platforms was effectively static at 62.3% in H1 2021, and live radio occupied 40 minutes more than music streaming on a typical day. Radio was most popular in higher-income households and in the 35-to-44 age bracket. Predictably, younger internet users were the top consumers of digital audio.

  • Report
     | 
    OCT 21, 2021

    In contrast, 81.6% had listened to music, podcasts, or other digital audio content—and for longer periods of time. Music streaming alone claimed an average of 2:04 per day in the first half of the year, more than double the 46 minutes spent with live radio. India’s internet users spent nearly 4 hours each day with mobile devices.

  • Report
     | 
    OCT 21, 2021

    Russia’s digital audio audience is also arguably underdeveloped, as just 42.7% of internet users listened to music, podcasts, audiobooks, or other digital content in the prior month. And time spent with music streaming specifically was unchanged YoY, at 48 minutes per day on average.

  • Report
     | 
    OCT 21, 2021

    Digital audio was more popular among younger respondents in H1 2021. The share of internet users listening to streaming music, podcasts, or other digital audio content ranged from 88.2% among 16- to 24-year-olds to 32.4% in the 55-to-64 cohort. Social media was the only activity more widespread among Australia’s internet users than TV viewing.

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