Unveiled on the sidelines of the Frankfurt Book Fair, the "Future of Listening" study, carried out by NielsenIQ on behalf of Audible, confirms a long-term trend: spoken-word audio keeps gaining ground. The survey questioned 18,000 listeners across 11 countries and looks at audiobooks, podcasts and scripted audio series. Although it does not deal with radio directly, its findings matter to anyone who broadcasts voice online, web radio stations included.
Listening is growing everywhere
Worldwide, 34% of respondents say they consumed more audio content over the past twelve months than in the previous year. The increase is especially strong in Brazil (46%) and Mexico (44%). In France, the rise concerns 27% of listeners, who report having increased their consumption over one year.
The most frequently cited listening occasion in almost every country is neither the car nor public transport: it is listening at home to relax. That is worth keeping in mind for broadcasters who still think of online listening purely as an "on the go" activity.
Audio as an alternative to screens
This is probably the most telling result of the study. More than half of respondents (51%) deliberately choose audio to replace some of their screen-based leisure, and 47% listen in order to spend less time on social media. Among parents, screen-free entertainment is the main reason for encouraging their children to listen to audio.
French respondents are even more receptive to this argument: 55% of parents highlight it as the main benefit for their children, compared with 46% globally. In addition, 52% of French people believe audio contributes to their mental well-being, and 46% use it to better manage stress and anxiety.
The human voice remains a decisive asset
While 61% of French people say they are enthusiastic about the future of audio, they remain attached to human performance. 55% want narration delivered exclusively by humans, compared with 50% across all the countries surveyed. Among the 45% who are open to an AI-generated voice, fiction is the genre they would most like to try it with (48%).
The study also underlines the strength of the bond with a voice: 65% of audiobook listeners look for other works read by a narrator who made an impression on them. When it comes to finding new content, social media is the leading source of recommendations, closely followed by word of mouth.
What it means for web radio stations
These figures concern spoken audio, but they describe an audience looking for exactly what radio is good at: screen-free audio companionship that people can enjoy at home while unwinding. Several lessons follow for web radio broadcasters:
- Take care of home listening: be available on smart speakers, TV apps and computers, not just on mobile.
- Bet on strong personalities: a recognisable voice builds loyalty, as listeners' attachment to their favourite narrators shows.
- Use AI with discernment: most French listeners prefer a human voice, which suggests keeping synthetic voices for clearly assumed and transparent uses.
- Think about discovery: clips shared on social media and listener recommendations remain the best ways to get noticed.
For themed web radio stations, especially those offering calm ambiences, readings or talk programmes, this desire to disconnect is a real opportunity to position themselves as a soothing alternative to the constant stream of images.
Source: IDBOOX