Stay at home working is dramatically increasing audio consumption

2020 has left a lasting impact on many things that we do – including the way we consume Podcasts. One such thing is the way that we consume audio content. A recent study by Edison Research highlighted that 72% of stay at home workers listened to audio streaming. Compare that to just 29% of those who work away from home. The impact of stay of home and more flexible working arrangement has certainly made a large impact on the time we spend listening to Podcasts.

Podcast: Hear, here and now and tomorrow

If you’re listening to, or creating, podcasts, you’ll know that it is a growing medium for entertainment, enlightenment and education. Someone recently joked with me that in 2021 there will be more people with a podcast than without one. They are not far wrong. Their growth in number appears to be on the same trajectory of those consuming them.

Audio, and the spoken word, in particular, remains the most common form of human communication. Podcasting is an intimate medium. People connect with the voices who give them good information or vibes. And, it’s our ability to multitask, when listening to audio, that makes podcasts so attractive to an audience. Listeners can choose when to be informed, educated and engaged whether they are working, cooking dinner, going for a run, commuting or enjoying downtime. Podcasting allows entertainers, storytellers, interviewers, content marketers, businesses and brands to leverage this trend with an audience providing an efficient, effective and multi-dimensional way to communicate and be heard.

With more and more high-quality content coming online, easily and cheaply distributed, through massive audio platforms such as Spotify, Apple, Google, Soundcloud and many more, it is becoming increasingly hard for an audience member to find the content they want, and for podcast producers, promoters and publishers to find their audience quickly and cost-effectively with scale.

We have entered a transformative period in our relationship with both personal and professional technology, one in which our reliance on text and voice, to both command and consume, is increasing

That’s where Sonnant comes in.

At Sonnant, we realised early on that the spoken word is essentially an unstructured form of data. Recorded speech on audio / video is chronological – in that, it has a start a middle and an end – but other than that, there is little current understanding and interpreting of what was said, how it was said and more. The value for humans is really that piece in the middle. Using the power of artificial intelligence and machine learning, we have begun understanding, and extracting, exactly what is in the middle, and connecting it with the right people at the right time. It’s a bit of a breakthrough.

If you know what your audience listens to, and what they tune into – and you’ve made content that hits that button, doesn’t it make sense to automatically connect the two? And that’s just the start.

“Find me the part where Elon Musk talks about crypto with Joe Rogan?” Ask your smart speaker that question and be taken to the exact place in the content. Yes, it’s happening now.

Content discovery is a two-way street, you want to find things you are interested in, and producers, creators, advertisers and promoters desperately want you to listen to it. We’ve solved parts of the discovery problem, and we are fixated on solving more. In the interim, we are creating incredible promotional capabilities and productivity gains. You really should check out what the future of spoken word discovery looks like.

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