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Infographic: Why podcasts are the new primetime
New research<sup>1</sup> from Spotify and [MAGNA](https://magnaglobal.com/) shows that podcast listening and TV viewing have more in common than you might think. The difference? Podcast listeners are more receptive to hearing ads.
Our latest research conducted in partnership with MAGNA shows that podcasts continue to play a starring role in people’s daily routines, whether they’re rushing to listen to the latest episode of their favourite show, revisiting old favourites, or exploring new genres.
One reason for this behaviour is — you guessed it — screen fatigue. The majority of study participants (66%)1 reported feeling screen fatigue, and 29% cited it as the primary factor in why they’re listening to more digital audio.2 And at Spotify, we’ve seen over a 3X increase in streams of playlists with keywords like “screenless,” “close your eyes,” and “screen fatigue.”3
Take a look at the research highlights:
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- The study recruited over 2,300 participants across Canada who listened to digital audio or watched digital video in the past 24 hours. Spotify and MAGNA also conducted a deep dive on podcast listening vs. TV show watching behaviors, as well as how media consumption has changed during the COVID-19 pandemic.
- Source: Spotify x MAGNA, “Peak Openness: Leveraging Digital to Reach People When Most Willing to Consider,” CA, Q1 2021
- Source: Spotify Internal Data, June-December 2020, Global, Playlist Keywords = zoom fatigue, screenless, close eye, close your eyes, screen fatigue