Digital audio consumption went up during the pandemic in 2020 in the United States

By Emmanuel Legrand

Time US adults spent with digital audio grew 8.3% in 2020, compared to 2019, for a total of 1 hour and 29 minutes per day, according to data from eMarketer.

  At the start of the pandemic, digital audio took a huge hit in user engagement and in the amount of time listeners were spending with the medium to a point that analysts at the research and marketing firm predicted "dire results" in the short term. However, once people settled in their new routines, digital audio consumption went up.

  "Listeners developed new habits and preferences while working and schooling from home," noted eMarketer. "Apps like Spotify and Pandora reported increased usage via smart speakers and smart TVs, and increased usage at unusual times of day; for instance, weekday usage began to resemble weekend usage."

Digital audio to overtake traditional radio in 2021

  eMarketer estimates that digital audio accounted for 11.0% of total media time per day for US adults in 2020 and will account for 11.7% in 2021 (1 hour and 34 minutes per day). When it comes to active digital audio listeners, the time spent per day was 2 hours and 5 minutes in 2020, and eMarketer anticipates that active users will spend an additional 5 minutes a day in 2021.

  The company also predicts that 2021 will mark a major milestone between traditional radio and digital audio with a majority (50.8%) of US adults’ total audio time spent listening via digital services. This will be the first time digital audio will surpass traditional radio in time spent.