Audio listeners around the world are consuming more spoken-word audio content and increasingly using it as an alternative to screen-based entertainment, according to a global study commissioned by Audible and conducted by NielsenIQ.
The findings were unveiled at the Frankfurt Book Fair and explore how audiences engage with audiobooks, podcasts, scripted audio series and non-scripted audio content. The study also examines how audio complements traditional reading, why people choose audio and how listeners view the future of the format.
One-Third of Listeners Are Consuming More Audio
The Future of Listening survey found that 34% of listeners globally consumed more audio content in the last 12 months than they did the previous year.
The research surveyed 18,000 listeners across 11 countries, including Australia, Brazil, Canada, France, Germany, Italy, Japan, Mexico, Spain, the UK and the US.
Brazil recorded the highest share of listeners consuming more audio at 46%, followed by Mexico at 44%, the UK at 38% and the US at 35%.
Audio Continues to Complement Books
The study found that listeners are not treating audio as a complete replacement for print or digital books. Instead, audio is increasingly complementing traditional reading formats.
Around 61% of listeners said they had read books in print or eBook format after previously listening to them in audio. Meanwhile, 69% said they had listened to audiobooks after already reading the same books in another format.
The research also found that 63% of listeners had listened to an audiobook by an author and subsequently purchased that author’s titles in print or eBook formats.
Audiobooks Encourage New Reading Habits
The study found that listening to audiobooks can also encourage audiences to explore more content. Since starting to listen to audiobooks, 29% of listeners said they were trying new authors, while another 29% said they were exploring new genres.
The research also found that 26% were reading more eBooks and 22% were reading more paper books after starting to listen to audiobooks.
Listeners Turn to Audio to Reduce Screen Time
Audio is also increasingly being used as a way to step away from screens. In nearly every country surveyed, listening at home to relax ranked as the top listening occasion.
The main emotion associated with listening to audio was feeling relaxed and comforted, highlighting the role spoken-word audio can play in relaxation and self-care.
More Than Half Use Audio as Screen-Free Entertainment
The research found that 51% of respondents said spoken-word audio listening had helped them intentionally replace screen-time entertainment.
Another 47% attributed a reduction in their social media usage to listening to audio.
Parents are also turning to audio as a screen-free entertainment option for children. Among parents whose children listen to audio, 52% said screen-free entertainment was the number one reason they encouraged their children to listen.
Genre and Personal Interest Influence Audio Choices
The study identified three major factors influencing how listeners choose audio content. Genre remained the single most important factor globally, while topic or personal interest ranked second in every country surveyed.
The narrator was another important consideration, with 65% of listeners saying they seek out more books by a narrator they like.
Social media also remains a major destination for discovering new audio content, particularly among listeners in Brazil, Mexico and the US.
Listeners Show Openness to AI-Narrated Audio
The research also examined how audiences view the future of spoken-word audio, including the use of artificial intelligence for narration.
Around 50% of respondents said they were open to listening to or trying AI-narrated content. Acceptance varied by country, ranging from 42% in Germany to 66% in Japan.
In most countries surveyed, consumers showed the strongest interest in AI-narrated fiction. Germany and Japan were exceptions, with respondents in those countries showing a preference for non-fiction content.
Global Audiences Are Excited About Audio’s Future
The study found that 67% of respondents said they felt excited about the future of spoken-word audio entertainment.
Listeners in Brazil, Japan, Italy, Mexico and the US were particularly enthusiastic about the future of the format.
The findings point to growing engagement with spoken-word audio, with listeners using it not only for entertainment but also alongside traditional reading and as a way to reduce screen time.
Leadership Comment
Rachel Ghiazza, Chief Content Officer at Audible, said: “What’s particularly striking about this research is the scale and momentum of audio’s growth. Audio is continuing to play a growing, evolving role in people’s lives. We’re seeing audiences listen more, explore different ways to experience stories and increasingly turn to audio as a means of switching off and recharging. In today’s world, consumers are craving more fulfilling ways to spend their time, and they’re finding that more and more through audio content, particularly as an alternative to screens. “When we see those behaviors reflected so consistently across a study of this scale, it’s a powerful reminder that audio is no longer simply another form of entertainment – it has become part of how people spend their time well, while creating space to slow down, switch off and look after their wellbeing.”
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