Unlike the fixed amount of time in a given day, our media diets still have room to grow. In fact, as new media options like streaming and podcasts mature, U.S. consumers are opting to add them to their daily routines instead of simply replacing the traditional fare. And when it comes to audio, podcast listeners actually listen to more broadcast radio than people who don’t listen to podcasts at all.
The media industry has more than a significant opportunity here. In most industries, it’s common for consumers to embrace new products and services at the expense of existing ones. In the media space, new options are actually encouraging consumers to spend more time with media—and they’re opening complementary engagement channels in the process.
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