Uncategorized Archives

Digital Audio & Podcast Listener Patterns Similar To Radio

A recent Australian Internet Advertising Revenue Report (IARR), compiled by PwC states that podcast listenership peaks between 7am and 9am, with a smaller spike between 4pm and 6pm. Which of course mirrors radio, or people’s daily commute to and from work.

The IARR report also suggests that we’ve seen a 23.6% increase in podcast and streaming audio ad spends this year.

In fact, the $290 million ad spend has been the mediums fastest growth period since the previous peak of 477.8 million during the December 2023 quarter.

As such, advertisers are increasingly investing in online audio because it remains prevalent in people’s cars, homes, and on portable devices while continuing to deliver both audience trust and accessibility.

Remembering James Earl Jones

James Earl Jones who died on 9 September 2024, will be remembered as an acting icon and master of voice.

An Emmy, Tony and Golden Globe award winner, Jones performed the iconic character voices for the Lion King’s Mufasa, and Darth Vader in the Star Wars films. Jones also famously lent his voice to CNN’s tagline, “This is CNN.”

His first movie appearance came courtesy of the 1964 film Dr. Strangelove. His most memorable film roles included Conan the Barbarian, Coming to America, Claudine and The Field of Dreams.

In 1969, Jones participated in making test films for Sesame Street, which were instrumental in what was to become the long running format for the children’s educational series.

Jones was a once in a generation talent who has left an enormous legacy in American culture.

Latest Audio Listening Trends In The US

Nielsen’s recent audio report suggests that Americans spend almost 20%, or 4 hours and 5 minutes of every day listening to audio.

The research, conducted between April and June, 2024 breaks down people’s time spent listening to audio as follows:

67% of daily listening to ad-supported radio
19% of daily listening to podcasts
11% of daily listening to streaming services
3% of daily listening to satellite ad-free subscription radio

While Americans use radio throughout their day in many different settings, most listening happens outside of the home during daylight hours.

In the car, more than 80% of ad-supported audio time goes to radio. With radio offerings that spread news, culture, music, comedy, sports talk and companionship.

The share of streaming audio is also dynamic when sorted by age. The formats which have a higher share of audience for streaming are spoken word, which are inclusive of News and Sports, and rock-based formats, which include Alternative and Classic Rock.

Among younger listeners (18-34), there is more balance between total share and streaming because these are the most avid audio streamers.

Even with new channels emerging every year, audio remains a cornerstone of the American media diet.

This is particularly true in 2024 with marquee sports and news events like the summer Olympics and presidential election.

As marketers continue to look at where best to engage with audiences in Australia, the report continues to provide great insight into audio’s reach and impact.

Agencies Buy Into Digital Audio Advertising

In a recent industry presentation, marketing guru, Mark Ritson suggested that allocating just 11% of your marketing budget on radio can double the effectiveness of an overall campaign.

To date in 2024, agencies continue buying digital advertising in combination with other digital display formats, and recent research suggests that 90% of agencies have been heavily incorporating streaming audio advertising.

Over the last twelve months, digital audio and podcasting has been one of the fastest growing areas of the digital advertising ecosystem, with entertainment and lifestyle podcasts the most popular genre.

There isn’t a product or a category that can’t exist in compelling audio, so there’s no doubt the future sounds good for audio digital.

Full-cast audiobook productions of Harry Potter coming to Audible

Late next year, a partnership between Audible and Pottermore Publishing will see full-cast audio productions of all seven Harry Potter books released on Audible.

The new audiobooks will offer the full range of character voices, real-world sounds and musical scoring for the recorded stories.

Each of the seven audiobooks will be released sequentially for a global audience.

The Harry Potter audiobooks were first published in 1999 and since launching on Audible in 2015 have reached 1.4 billion global listening hours.

The complete Harry Potter audiobook collection on Audible also includes:

The Tales of Beedle the Bard performed by Jude Law
Harry Potter: A History of Magic performed by Natalie Dormer
Fantastic Beasts and Where to Find Them performed by Eddie Redmayne
Quidditch Through the Ages performed by Andrew Lincoln

Bob Carrigan, CEO of Audible, said, “We are thrilled about the opportunity to be part of this next chapter – delighting new and old fans alike with a reinvigorated listening experience that Audible is expertly positioned to create.”

Spotify Users Listening To Audiobooks

In a bid to attract new users and retain existing ones, Spotify introduced 15 hours of free audiobook listening per month from October last year for paid subscribers.

Today, one quarter of paid users in the UK, US and Australia have started listening to audiobooks as part of their subscription.

Spotify states that 57% of users are 18-34 years-old, which suggests the new format is appealing to younger listeners.

Spotify says audiobook listeners spend an additional two and a half hours in the app within 14 days of starting a book.

To further boost the number of audiobook listeners the company is set to roll out more tools like an author-oriented dashboard.

Book publishing partners have also been encouraged to share content, when authors appear on podcasts, allowing the company to also promote them on podcast pages.

What Makes A Great Voice Over?

A great voice over is one that effectively conveys the intended message, or story while engaging the audience. Here are some key elements that contribute to a successful and professional voice over:

Clarity

The voice should be clear and easy to understand. Pronunciation, enunciation, and pacing are important factors in ensuring clarity.

Emotion

The voice should convey the appropriate emotions for the context of the content. Whether it’s excitement, empathy, seriousness, or humor, the voice actor should be able to express emotions authentically.

Tone

The tone of voice should match the mood and purpose of the content. It could be authoritative, conversational, persuasive, or instructional, depending on the requirements.

Consistency

Consistency in tone, pacing, and delivery is crucial for maintaining the audience’s attention and ensuring coherence throughout the voice over.

Engagement

A good voice over captures the audience’s attention and keeps them engaged throughout the duration of the content. This can be achieved through dynamic delivery, storytelling techniques, or a compelling narrative.

Timing

The timing of the voice over should be synchronised with the visuals or other elements of the content to enhance comprehension and impact.

Adaptability

A skilled voice actor should be able to adapt their voice to suit different genres, audiences, and styles of content.

Professionalism

A good voice over is free from distractions such as background noise, mouth clicks, or other technical issues. It should sound polished and professional.

Authenticity

Authenticity is key to establishing trust and connecting with the audience. The voice should sound genuine and sincere, reflecting the character or brand it represents.

Versatility

A versatile voice actor can perform a variety of roles and styles effectively, from commercials to narration to character voices.

Overall, a good voice over combines technical proficiency with creativity and authenticity to effectively communicate the intended message and leave a lasting impression on the audience.

Our Top 3 Celebrity Audiobook Reads

One of the few things better than reading a good book is having one read to you. Even better still, is being read a good book by your favourite A-list celebrity. Here are our top 3 celebrity audiobook reads for February 2024.

Samuel L. Jackson | Go the F–k to Sleepby by Adam Mansbach

Go the F**k to Sleep is a bedtime book for parents who live in the real world, where a few snoozing kitties and cutesy rhymes don’t always send a toddler sailing blissfully off to dreamland. And who better to read this than the on-screen master of the word F**k himself; Samuel L. Jackson.

Nicole Kidman | To The Lighthouse by Virginia Woolf

Virginia Woolf’s arresting analysis of domestic family life, centers on the Ramseys and their visits to the Isle of Skye in Scotland in the early 1900s. In 2002, Nicole Kidman won the Academy Award for Best Actress for her portrayal of Virginia Woolf in The Hours.

Benedict Cumberbatch | Sherlock Holmes’ Rediscovered Railway Mysteries by John Taylor

Yes, again, who better to read about Sherlock, than Hollywood’s Sherlock, Benedict Cumberbatch. Just don’t get him to say the word ‘penguin’. Inspired by Arthur Conan Doyle’s original Sherlock Holmes stories, John Taylor has written four more mysteries featuring the world’s greatest detective.

Audio Predictions For 2024

As a new year paves the way for more exciting opportunities, what do industry experts predict in the world of audio for 2024?

Increased Recognition From Brands

In 2024, we will see more brands recognise the benefits of audio for brand advertising and just how well audio ads perform in driving brand perceptions.

Surge in live and interactive content

In 2024 we might expect to see a surge in live and interactive content, with its sense of community and immediacy that enables users to engage with content creators and fellow listeners in a dynamic way.

Podcast Shake Up

In 2024, it looks like the podcast world is heading for a significant shake-up with Google entering the UK market (with Youtube Podcasts), and Spotify and ACAST looking over their shoulder.

Demand For Digital Audio

The popularity of programmatic audio across podcasts, streaming and radio will continue to grow, enabling advertisers to reach niche audiences specific to their marketing needs, in brand safe environments.

Audio Ads & Gameplay

In 2024, there will be greater efforts on crafting audio ads that blend seamlessly with the gameplay, enhancing, rather than disrupting immersion in the gaming environment.

Audio Appeal For Gen Z

So how do brands leverage Gen Z’s move away from scrolling on social media, to listening via audio platforms like Spotify?

As young consumers seek immersive experiences, audio platforms provide a unique opportunity for brands to create memorable connections.

Consumer spending habits suggest Gen Z are inclined to choose or buy a product from a brand with a sonic identity.

In Spotify’s Culture Next Report, 50% of Gen Z stated they had a higher amount of trust in podcasts in comparison to traditional media sources such as TV news, radio, and newspapers.

This suggests that audio marketing’s non-intrusive format, the ability to provide relevant and authentic messaging and the ability to hold a user’s active attention is key in building appealing to Gen Z.

Not bad for a generation that’s said to have a short attention span for advertising.