As music streaming increases in popularity, so to does the prevalence of smart speakers, according to new research from Amazon and Edison Research. The study, published last week, suggests that smart speaker ownership is fueling the move to streaming audio services. In turn, smart speaker owners are more likely to listen to streaming audio for longer.
According to the study, which is actually a combination of four different studies over the last 10 years, streaming audio is growing quickly. Three-quarters of U.S. adults listened to streaming audio in the last month, which is up 74% in the past 10 years and 27% in the past five years.
U.S. adults also spent an average of 1 hour 49 minutes per day with streaming audio, and streaming audio had a 41% share of all time spent with audio, which is up 159% in the past 10 years and 26% in the past three years.
While young adults between the ages of 18 and 34 listen to streaming audio longer, the segment is increasing in popularity among older adults 35 years and older at a faster clip. In addition, more than 80% of listeners say they opt for streaming audio because it’s simple and easy to use.
However, the study suggests that the popularity of smart speakers has a direct correlation to the popularity of streaming audio.
According to the research, the percentage of U.S. adults that owned at least one smart speaker between 2017 and 2023 grew by more than 400%.
In fact, smart speaker owners are more likely to listen to streaming audio and for longer durations. The study found that 91% of smart speaker owners listened to streaming audio in the past month, which is 20% more than listeners without a smart speaker.
In addition, smart speaker owners listen to streaming audio for nearly five hours a day, which is 12% longer than non-smart speaker owners. And, 63% of smart speaker owners say they listen to streaming audio more frequently since obtaining their smart speaker.
It’s not just music and podcasts that they’re listening to, either. According to the study, 66% of smart speaker owners listen to news, and 43% say they listen to more news now that they have a smart speaker. Even more telling, 36% say they obtain their news exclusively through their smart speakers.
What The Rising Popularity of Smart Speakers Means for Custom Integrators
More importantly for integrators with serious home audio chops, the study affirms the demand for home audio solutions, as 58% of all time spent with audio is done in the home, a 21% increase since 2015.
Home audio also seems to be impervious to macroeconomic trends, as the number has remained flat from 2020 to 2022 as consumers return to the office and spend less time at home. Even further, 42% of consumers listened to audio more frequently in the home than they did three years ago before the pandemic.
In short, this research suggests integrators should continue to market and sell home audio systems that feature voice-activated technologies and smart speakers. While consumer-based DIY solutions like Amazon Alexa devices and others draw the most attention, integrators can use this as an opportunity to market more integrated and advanced home audio solutions that feature AI-based voice activation technologies.
