Spoken Word Listening Increases Among Ages 13-34

RADIO ONLINE | Wednesday, September 18, 2024

Edison Research

Edison Research's Share of Ear shows just how much tastes have changed among those age 13-34 when it comes to spoken word audio. Spoken word content includes news, personalities, talk and sports, and can be consumed via any audio platform such as radio, streaming, podcasts and audiobooks.

The graphic below shows what percentage of daily time spent with audio goes to spoken word audio. A decade ago, those age 13-34 spent 11% of their daily audio time with spoken word content, but today's 13-34-year-olds spend over double that amount. 23% of their daily audio time is spent with spoken word content.

Looking at the 2014 data reveals the disparity between listeners age 13-34 and older demographics when it comes to share of time spent with spoken word audio. Those age 13-34 were separated from those age 35-54 by 11 percentage points and separated from those age 55 plus by 15 percentage points.

A decade later, the 13-34s have closed the share gap significantly to only five percentage points. Podcasts seem to be the change agent. Young people have embraced this medium that uses spoken word instead of music to speak to their demographic.