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For those looking for entertainment or education, podcasts or audiobooks fit those needs.

When it comes to streaming audio and music videos on YouTube, people largely turn to these platforms for companionship, inspiration and discovery. For listeners looking for information, or those listening out of habit, AM/FM radio and SiriusXM satellite radio typically fit the bill. When asked to further describe different audio ads, the top three descriptors used for podcast ads were вЂshort,вЂ™ вЂfunnyвЂ™ and вЂentertaining.вЂ™Д®ach platform plays a role in a listenerвЂ™s daily audio journey, with some formats serving similar needs. Typically, the device they listen on is dictated simply by convenience, access and habit (such as listening on a smartphone while going for a walk), while the platform is a more nuanced selection. Like the rest of us, their choices are largely driven by their mindset, activity and time of day.

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A role for every audio platform, device and genreДЄudio listeners have no lack of options when it comes to how to listen and find content that interests them. DonвЂ™t sleep on podcastsвЂ™ ability to entertain listeners. And when Americans want to laugh, they turn to podcasts-comedy is the top podcast genre cited by listeners across all dayparts. Though podcasts are typically thought of as a source of information and learning (they do over-index for вЂњlearning something newвЂќ or вЂњstaying up to date on topicsвЂќ), the top reasons for listening are actually to be entertained or to relax. Many also say theyвЂ™re replacing time spent with on-demand video with podcasts.

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While some podcast listening time is shifting from radio, two in three podcast listeners say they are replacing TV time with this newer medium. Though podcasts started as a more niche medium, their share has soared by 200%. While AM/FM radioвЂ™s share of daily listening has dropped by 22%, streaming audioвЂ™s share has grown by 29%. Over the last five years, audio consumption habits have shifted toward digital platforms. How do brands make sense of the ever-evolving audio landscape? SXM Media recently partnered with GroupM and Edison Research on a comprehensive, first-of-its-kind study to unpack AmericansвЂ™ daily audio diets and determine not just how and when listeners use audio in their lives, but to also understand the why behind their listening behaviors. While music still reigns supreme (with over half of audio listeners only listening to music), 41% now consume multiple audio content types. Using two different devices to listen (+11%)ДЄs for the content theyвЂ™re listening to, itвЂ™s a very diverse mix.

These listeners are content-obsessed and hyper-connected. But as more and more content and devices come out, the day in the life of an audio listener has evolved. Americans are steadily spending four hours with audio each day.