Young, informed and “connected”: this is the portrait of podcast enthusiasts in italy, who in 2020 increased both the time and the opportunities for listening . All the listening trends in the nielsen research for audible
the positive trend of podcasts in italy does not stop . Year after year, audio entertainment content is conquering an increasingly larger and more heterogeneous whatsapp marketing service audience. With numbers that in 2020 reach truly significant levels. Almost 14 million italians have listened to at least one podcast this year. A figure that is up 15% compared to the approximately 12 million in 2019.
Thanks to the lockdown last spring. When all digital behaviors increased – for 1 in 4 users. Digital podcast consumption increased – a trend emerged in. Italy that then became the ‘new normal’: most people who increased the frequency of podcast listening. During the first lockdown then maintained the same level of listening afterwards . A sign that the new habit has consolidated in the daily behavior of italians.
These are the main data that emerged from the annual. Nielsen research for audible and presented on the occasion of the third edition of united. States of podcast , an event entirely dedicated to the world of podcasts in italy.
The research outlines a very detailed identikit of italian. Podcast enthusiasts: a young audience , with a heterogeneous media diet that also includes. Streaming content and audiobooks, particularly “social” and open to the most. Disparate listening situations , which increasingly become a moment. And a time to dedicate to one’s favorite content.
Podcasts are listened to more often and for longer
While the frequency of listening is stable compared to 2019, with 28% of respondents listening to a podcast at least once a week , the number of those who listen to this type of content every day is growing (6%) . This type of listeners is on average younger is wisepops’ pricing still worth it for optimizing your leads? and highly connected, with over 4 hours a day spent online and extensive use of all social platforms. The time dedicated to listening is also increasing compared to last year : each session lasts on average almost 25 minutes (up from almost 23 in 2019), while the most passionate, the so-called ‘heavy users’ dedicate over 30 minutes of listening per session (compared to 27 in 2019).
Podcasts, listened to at home and preferably alone
The home is confirmed as the favorite place to listen to podcasts, also thanks to the greater time spent within the domestic walls during this last year marked by the Covid-19 emergency. For the same reason, listening in the car and on other means of transport has decreased , which in any case outlines the time of commuting as another privileged listening moment for those who love to entertain themselves with spoken audio content.
While it’s true that during the week, for many, listening begins in the late afternoon with the rush hour and the time dedicated to post-work activities (workout, running, walking with your dog, shopping at the supermarket, small household chores), on the weekend the listening time is diluted throughout the day , a clear sign that people have more free time to “fill” by abandoning the screen and putting on their headphones (or turning on a smart speaker), listening to their favorite podcasts.
Information, relaxation, discovery and entertainment: what drives listening
But what are the favorite topics of Italian podcast listeners? Among the topics that are growing compared to 2019, we find news and current affairs, thematic insights (especially appreciated by the youngest segment of listeners, from 18 to 24 years old) and training and self-help . Even children’s content , used as entertainment by families in this particular historical moment, has increased the positive results.
This data is in line with that of the main listening tg data drivers: the majority of interviewees, in fact, say they listen to podcasts to inform themselves (a figure that has grown significantly compared to 2019). The other main motivations that push Italians to listen to podcasts are relaxation and the desire to discover new content that can satisfy their desire for growth . The search for entertainment, on the other hand, is common to the youngest segment of listeners (18-24 years) and ‘heavy users’.
And who doesn’t listen to podcasts?
Passion for original content
Finally, the podcasts most appreciated and sought after by users are original content , especially loved by younger listeners. As demonstrated by the success of some Audible podcasts created specifically for the platform.
