Ipsos Study: Millennials Listen to More Audio Than Any Other Generation


According to a study conducted by Ipsos, which was conducted for iHeartRadio, millennials audio consumption in the U.S. is booming. The study revealed that the demographic is listening to audio of more types, at more times, and in more places than any other generation.

Ipsos Study: Millennials Listen to More Audio Than Any Other Generation

About the Ipsos-iHeart Radio Study That Reveals Millennials Listen to More Audio than Any Other Generation

The Ipsos-iHeartRadio study revealed the following things:

  • Radio reaches more consumers than any other audio channel
  • 85 per cent of consumers listening to a radio broadcast at least once per week. This exceeds social media, that’s at 68 per cent, it also surpasses live television which is at 56 per cent.
  • Daily, radio has more than twice the listenership of audio streaming services. It has 69 per cent of consumers tuning in to the radio at least once a day while for streaming they have only 34 per cent of consumers tuning in.
  • Americans of all ages listen to an average of 17.2 hours of audio per week.
  • Millennials listen to an average of 18.8 hours of radio per week each while baby boomers listen to 15 hours per week.

Ipsos’s study was conducted digitally and surveyed more than 6,000 consumers between the ages of 13 and 64 across the U.S.

Edison Research Study Reveals that Audio is Gaining Traction

A study which was carried out by Edison Research in 2018 backs up Ipsos’s study. This what the Edison study revealed:

  • 51 per cent of American consumers reported that they have listened to a podcast at some point in their lives. This is a huge rise from the 22 percent in 2009.
  • 50 per cent of the U.S. population over 12 years old listened to music via YouTube at least once a week.
  • Streaming services like Spotify, Apple Music and Amazon Music have seen their monthly listener numbers grow year-over-year since 2017 in the 12-to-34 demographic by between three and nine percentage points.

Based on both Ipsos and Edison studies we can see the consumer listening is at an all-time high. There also a lot of potential for growth. Many brands have begun to tap into the audio marketing by developing audio marketing strategies. MasterCard and Sonic are one of such brands. Agencies are also looking for ways to tap into this market on behalf of their clients. WPP and iHeart recently launched an agency for this purpose. The agency was created to help brands navigate through this new market.


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