True or false: Digital audio is a rapidly increasing means of media consumption.Contrary to common belief, digital audio platforms are indeed experiencing new highs in user frequency. True-crime aficionados, political pundits, and comedy connoisseurs have latched onto digital media like a dog to a bone—but traditional radio didn’t flourish in the same way.
When the pandemic hit its stride and many commuters were sent to work from their homes, the little sanctuaries we call cars were left to collect dust—with their radios turned off for months (and months, and months…and months). Our go-to stations experienced a relatively drastic decrease in listenership; in 2020, radio usage decreased by seven minutes per day. So, how can we say digital audio platforms are #thriving?
It comes down to those things called podcasts—you know, those things your well-meaning yet tech-challenged relatives ask you to define on repeat. While radio saw a decrease in usage, digital audio platforms like Spotify saw an eight-minute daily increase during the same time period.
How does this affect you and your business? It highlights the relevance of continued audio marketing. At Catalyst, our digital audio ads are known to deliver double-digit click rates that rank significantly higher than industry averages. Watch this video to learn how the on-demand, expansive library of digital audio content is changing the world of advertising.
