Photo Credit: Karolina Kaboompics
While music publishers are quick to decry the devaluation of music through bundling plans implemented by Spotify and other DSPs—data shows consumers enjoy spoken word content and its consumption is on the rise.
The Edison Research ‘Share of the Ear’ report highlights how much the age group 13-34 has embraced spoken word audio content. Spoken word content in this context is defined as news, personalities, talk, and sports. The content may be consumed via any audio platform and includes the formats radio, streaming, podcasts, and audiobooks.
Edison Research examined the amount of daily audio listening time that this age cohort is consuming and broke it down into music vs. spoken word content. A decade ago, the 13-34 age cohort spent around 11% of their daily audio time with spoken word content. The 13-34 age cohort in 2024 now spends over double that amount—for around 23% of their daily audio time spent with spoken word audio.
Photo Credit: Edison Research
What’s even more interesting is the age disparity between spoken word content listeners from 2014 – 2024 has nearly reached parity. In 2014, there was a wide listening gap between the 13-34 cohort (only 11%) compared to 35-54 (22%) and 55+ (26%). What’s clear is that all ages are enjoying more spoken word content a decade on, with the younger cohort just 5% below the 34-55+ crowd (28%). So what’s the reason behind this change? It’s primarily driven by podcasts.
You people have embraced the podcast medium as their replacement for traditional talk radio favored by older generations. They tune in to their favorite podcast hosts mostly on Spotify, as the 18-34 demographic reports that 53% prefer Spotify over Apple Podcasts (31%), YouTube (37%), Audible (20%), TuneIn Radio (13%), Other (11%).
Top podcasts on Spotify in the United States this month include The Joe Rogan Experience, Clooless Podcast, The Tucker Carlson Show, Candace, The Megyn Kelly Show, Rotten Mango, The Daily, Pod Save America, The LOL Podcast, and So Supernatural.
