This week’s chart of the week highlights the latest digital audio trends from Edison Research’s quarterly “Share of Ear” study, which tracks consumer’s use of audio.
With each quarterly release of the study, we have watched Spotify’s share of audio time spent inch upwards at the expense of Pandora. In the Winter 2016 release, Spotify has now overtaken Pandora among 18- to 24-year-olds. For the first time, younger Millennials are spending a larger percentage of their audio time with Spotify rather than Pandora.
This new trend in audio consumption signals a major turning point in the rise of on-demand audio. With a surge of 203% growth among the key Millennial demographic, Spotify now has a 10.6% share in time spent, compared to Pandora’s 10.2% share.