[eMarketer] Digital audio remains resilient in the wake of COVID-19
Last year at the height of COVID-19 analysts predicted that digital audio would record a dip in user engagement and the amount of time listeners would spend on the medium.
And while that was experienced at the early weeks of the pandemic, there was an unexpected growth with analysts from eMarketer even revising their projection from the earlier 1.0 per cent decline in the time US adults spent with the medium to 8.3 per cent growth for a total of 1 hour 29 minutes daily.
While the pandemic-induced stay at home say more people spending more time on TV and social media, then followed by digital video and gaming, majority switched to digital audio with pattern and usage changing significantly in what has demonstrated the resilience of the platform.
Emarketer estimated that digital media accounted for 11 per cent of total media time spent per day by US adults last year and will get to 11.7 per cent, an equivalent of 1:34 minutes per day this year.