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Is audio THE way to consume content?

Updated: Apr 18

The way we consume media is constantly changing. Over the past couple of years, one of the most significant shifts has been the rise of audio media. More and more people are choosing podcasts, audiobooks, and streaming music over other ways of consuming content.

But how come audio media content is continuing to grow without any apparent limit? What is so popular about it? Let's find out!👇

The convenient choice?

When it comes to consuming media and content, there are several formats available. And different people have different preferences when it comes to consuming it - some prefer reading while others prefer watching. From textual and visual media, to interactive and social media. Audio media offers a convenient alternative that allows people to engage with content anytime, anywhere.

Here are two examples of how two companies converted a classic form of media into another format to reach new audiences:

🌟"The Daily Podcast" by The New York Times:

The Daily, a podcast produced by The New York Times, has become one of the most popular news podcasts, providing listeners with in-depth reporting and analysis of current events. This successful venture has expanded the reach of the newspaper and attracted new audiences by using audio media.

🌟Audible's "Audible Originals":

Audible, an audiobook and podcast platform, produces original audio content known as "Audible Originals." These exclusive shows and series feature celebrity narrators, original storytelling, and immersive audio experiences, attracting subscribers and driving engagement on the platform. Another way of creating drama and telling stories.

The popularity of podcasts

One very popular format of audio media is podcasts. And it has seen rapid growth over the past decade. It has become a cultural phenomenon, in a lot of ways changing the way we consume audio content.

As of 2024, there are 504.9 million worldwide podcast listeners. That is about 23.5% of all internet users. But why have podcasts become this popular? Many believe that convenience is a big factor. Unlike traditional radio broadcasts, podcasts offer listeners the flexibility to tune in whenever they want - whether it's during their morning commute, while exercising, or relaxing at home. Another reason is the intimate and immersive nature of the medium. Compared to video or written content, podcasts allow the listener to engage with the content while multitasking.

Additionally, podcasts often have deep conversations and interviews that give valuable insights and connect with listeners on a personal level. This on-demand nature of podcasts fits perfectly with the modern lifestyle where individuals value flexibility.

Audio campaigns

Audio media has proven to be a powerful tool for communicating messages and connecting with audiences. Over time, lots of campaigns have used different kinds of audio to make a big impact. Let's take a look at examples:

🌟Coca-Cola's "Share a Coke" Spotify Campaign:

Coca-Cola partnered with Spotify to create personalized playlists based on people's names, tapping into the power of music to connect with consumers on a personal level. This campaign generated buzz and increased brand engagement on social media.

🌟Voice Assistant Integration by Domino's Pizza:

Domino's Pizza allows customers to place orders using voice commands through platforms like Amazon Alexa and Google Assistant. This innovative use of voice technology has streamlined the ordering process and enhanced the customer experience.

🌟Headspace's "Meditation Made Simple" Podcast:

Headspace, a mindfulness and meditation app, launched the "Meditation Made Simple" podcast to provide guided meditation sessions and mindfulness exercises. The podcast serves as a promotional tool for the app while offering valuable content to listeners interested in meditation and mental wellness.


The development of audio media and especially podcasts shows no signs of slowing down. With advancements in technology it's also easier to produce and distribute content. Adding audio media into your content mix can really help you reach new audiences.

Want to discuss how audio media could be a part of your content plan?👇

Let's talk audio!


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