Audio content is having a mini Renaissance. Between radio’s strong showing in adspend predictions for 2019, the steady maturation of the podcast market and the strong showing for audio as a secondary activity, there is a strong case to be made that audio content is a sure bet for media companies.
That’s helped significantly by the mutability of audio content. Music, radio shows and podcasts tend to bleed into one another, with each existing alongside the others on Spotify, DAB and any number of streaming services.
That makes the relative lack of success of news content on connected devices and smart speakers all the more marked. Emarketer’s predictions suggest that the number of smart speakers in US households is set to rise from 16 million to 76 million between 2016 and 2020, based on “stronger than expected uptake” of the devices.