On-Demand Audio Audiences

A new Nielsen study released this week investigates the audience for local, on-demand content - with interesting results. The study found that the US on-demand audio audience trends younger, listens longer, and skews more female. The younger-skewing trend rang true for sports, talk and news, with the media age range for on-demand sports listeners being 44 (compared to 51 for AM/FM listening) and the media age for on-demand news/talk listeners being 54 (compared to 62 for AM/FM listening). According to RainNews, This study also pointed to two broader trends in on-demand. First, the overall audience is more likely to be women, with female respondents posting higher percentages of time spent with on-demand content than with AM/FM content in all topics. Second, the listening sessions for on-demand were longer.Read more on the audience trends for on-demand audio here.