Audio Companion

Audio Companion. Consumers are increasingly seeking a sense of real connection and belonging. This need for companionship had led to consumers turning to audio as a companion medium. Engaging with audio content as a broadcast and a precision medium is becoming more nuanced and complex. As half of working adults work from home, often alone, at least one day a week, 26% of adults listen to keep themselves company, which is a new ‘need state’ identified for the medium. Furthermore, 35% do so to lift their mood. This need state is important because it means that there is an opportunity for much deeper engagement for brands.