Spotify closed the first quarter of 2020 with a 31% year-on-year increase in both monthly active users and paid subscribers worldwide. Meanwhile, the IAB Spain Annual Online Audio Study 2020 reveals that 60% of Internet users in Spain – one of the countries hardest hit by the coronavirus pandemic – have consumed digital audio content in the last month (compared to to 57% of 2019). This data sends a very mobile canada number clear message: digital audio is coming out of the COVID-19 crisis stronger .Online music and sound productions, accessible both live and delayed, are gaining more and more followers. 70% of them, in addition, have incorporated them into their lives on a daily basis. Good news for brands that, thanks to digital audio, now have an innovative, efficient and highly flexible way to gain visibility and connect with their target audience in the new normal Confinement disrupts online audio listening habits
During the first weeks of the lockdown, the affected countries recorded drops in digital audio consumption . However, in later days, users were reunited with the pleasure of listening, this time within their homes. The study Digital Audio Advertising in “The New Normal” of the Adswizz platform , echoed by IAB UK, highlights that the number of unique digital audio listeners has grown by 11% since the implementation of social distancing measures. This, in turn, has had great repercussions on online audio consumption habits in terms of how, what and when.
Regarding how, according to Spotify, it must be emphasized that the smartphone , the device preferred by pre-covid listeners who connected outside the home, has given prominence to a variety of new players such as tablets, Connected TV , smart speakers , game consoles and computers in the post-covid stage. Likewise, solo consumption has given way to group listening with family, friends and roommates .In the field of what, as we recently explained in our post on the post-covid audiovisual sector , users have parked upset music to stay with contents that invite relaxation and the development of calmer activities , without forgetting the pieces aimed at children .To top it off, consumption has become more homogeneous throughout the day and throughout the week . There are no longer marked differences between bands: the peaks in the hours of entry and exit from work and the disconnection during the weekend have disappeared.Digital audio in the new normal: listening to streaming music while doing housework
Digital audio has become an indispensable companion in the new normal. The need for fun and escape at home means that Internet users who until now had not contracted any streaming audio service are thinking of subscribing. Specifically, 11% value subscribing to Spotify , 10% to Amazon Prime Music, and 7% to Apple Music, according to the Coronavirus Research: Media Consumption and Sport report by GlobalWebIndex for the United States and the United Kingdom.
Podcasts: the great beneficiaries of the post-covid stage
The same GlobalWebIndex study emphasizes podcasts , underlining that 61% of users gulf email list who have started listening to them during confinement plan to continue this custom in the post-covid era. Voxnest, for its part, points out that the consumption of these programs has increased by 42% worldwide and by 53% in Europe during the quarantine , with increases of 29% and 25% in Italy and Spain (two of the countries most affected by the epidemic), respectively.Advertising possibilities of digital audio in the new normal
Radio in streaming or on demand, podcasts, lists of predefined or personalized songs, audiobooks, audio series, content from aggregators such as iVoox or SoundCloud… The digital audio ecosystem provides very diverse opportunities for the integration of advertising communications. IAB Spain highlights that the majority of online listeners have a positive opinion regarding the ads, and points out that digital audio platforms are ideal for reaching a working consumer profile (they account for 68% of users), young ( more than 66% are under 44 years old) and who listen to content while doing household chores (71%), traveling (61.6%), playing sports (51.6%) or browsing the Internet (46.7 %).Within the post- covid digital strategy , programmatic advertising for digital audio offers important advantages when it comes to impacting audiences of generations X, millennial and Z , reaching very niche targets and expanding the coverage of campaignsIn the orientation of the latter, as Spotify insists, taking the context into account is crucial when defining the objectives and conceiving the message. For example, in the moments when the user keeps the screen in the foreground , very direct creatives can be raised, with a clear call to action. However, when you do not pay visual attention to the electronic device , ads with a vocation for storytelling , evocative and with the intention of fixing the brand memory will work better .