IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company In the months of the pandemic, it seemed like everyone was opening their own newsletter or starting their own podcast. They were the elements that had become fashionable. Newsletters are right now in their (new) golden age and audio maintains its pop-up status. The podcast boom was one of the great drivers of audio growth in recent years, underpinned by the growth of new-breed smart speakers and services.
Right now, audio is already a prominent element and one that brands must take into account when designing their marketing, advertising and content strategy. When the pandemic broke out, analysts established that one of the collateral damage was going to be the audio. Users listened to podcasts and the like on the way to work and seemed less likely to do so at home. And, if at first there was a break, the passing of the months painted a different reality. As they explain in Marketer, the audio was uncovered as a resilient element and its bearish projections had to be corrected.
Now, for example, Marketer estimates that the average time market for American adults spent on audio grew in 2020 by 8.3%. At the beginning of the year and in the middle of the outbreak of the pandemic, they had indicated that it would lose 1%. Users who had sat in front of the TV in the first phase of confinement were now switching back to audio. What they did was change how, when and what they listened to. Thus, the data from Spotify or Pandora indicate that listening via smart speakers or smart TVs grew, but also that listening moments had changed. There was no longer that classic moment for audio. In fact, with the perspective that time now gives, it can be concluded, as they do in Axios , that the pandemic has accelerated the adoption of audio and that it has been especially positive for this type of content. There has been a boom.
The Clubhouse fashion of recent weeks and that Twitter or Facebook are trying to create similar services in support of this trend. Audio is catching on as content. This trend is not the only one that points to how the use of audio has grown and how it has also been integrated into people’s daily lives. Data from the US market, for example, indicate that for the first time more wireless headphones are sold than with it, also that 40% of the population already uses voice assistants and that audiobooks are the niche of the book market that most it grows.
Revenues from music services, audiobooks and podcasts will reach 10 billion dollars in that country this year, 19% more than the previous year. To this must be added that companies have launched a war for the podcast market and that Spotify has doubled its podcast offering, all of this already globally. Maybe a few years ago it might seem like something of a niche. Now it is an item with a prominent position and with which everyone wants to cash. The role of brands in all this This growth in audio not only changes how content is made and which players stand out in the media or entertainment industry.
It also changes things for brands. As an expert at Axios explains , the audio experience creates a certain illusion of proximity, intimacy and closeness, at a time when consumers are forced to maintain a distant position because of the coronavirus. This makes it successful, but also, we may add, opens a new window on how brands could use it. At the same time, and returning to the conclusions of the Axios analysis , audio opens up huge new opportunities for brands and content creators. Audio can be ‘used’ in many more moments (it does not need 100% of our attention, as with audiovisuals). Audio can be integrated into consumer life on more levels, allowing brands to be more present. Still, not everything is perfect. Audio also has problems – such as monitoring content and detecting misinformation or fake news – that companies must take into account.