Smartspeaker And Audio Streaming By The Numbers
Nielsen is continuing to release data around the increased consumption of digital audio. This time the focus is on streamed audio consumption and smartspeaker usage. As you can see in the image below, US smartspeaker use is now cresting 20%, with overall streaming audio consumption nearing 50%. That latter streaming number is slightly lower than Edison’s Share of Year data which shows just over 50% of Americans streaming some form of audio, but both numbers are safely in the “critical mass” zone.
The data gets really interesting when you look at future intent. According to Nielsen we’re really interested in smartspeakers – with over 40% of respondents signaling their plans to get a smartspeaker. Conversely, interest in subscribing to an audio streaming service (as opposed to listening to ad-supported free streaming) is down in the 20-30% range. This data is consistent with other studies which still show a heavy lean towards free “Addressable” streaming.
Finally, it’s worth noting the higher usage and intent levels for the Multicultural audience segments. As a general rule Hispanic and African American listeners are heavier mobile streamers of audio, and that usage pattern appears to be transferring into connected home smartspeakers as well.