Unwrapping Holiday Listening Habits in Digital Audio

November 30, 2023

'Tis the season to be jolly, and what better way to spread holiday cheer than through the power of digital audio! It's estimated a whopping 132.4 million Americans will be traveling this holiday season and more than 87% of them will be listening to streaming audio and podcasts en route. We decided to unwrap holiday listening habits and identify five steps to making a lasting impact on your top consumers.

The Sounds of the Season: What People Listen to During the Holidays

The holidays are a time for festive tunes, heartwarming stories, and the comforting crackle of a Yule log. According to recent surveys, a whopping 78% of digital audio users tune into holiday-themed content during the festive season. From classic carols and seasonal playlists to narrated tales of yuletide joy, the variety is as vast as the winter landscape.

Podcasts also see a surge in popularity, with a notable increase in episodes covering holiday traditions, cooking tips, and reflections on the year gone by. Users are turning to digital audio not just for music, but for a holistic holiday experience that engages and entertains.

Where the Magic Happens: Where People Consume Digital Audio

Holiday listening isn't confined to a single space. The DIgital audio landscape has permeated various facets of our lives, allowing us to curate our holiday soundtracks anytime, anywhere. Whether it's the commute back home, cozy family gatherings, or quiet moments by the fireplace, digital audio is omnipresent.

A substantial 65% of users admit to streaming holiday content while preparing festive feasts in the kitchen. Furthermore, 45% use digital audio platforms to unwind after a long day of holiday shopping, transforming their living rooms into personal concert halls.

Smart speakers and virtual assistants play a pivotal role in this auditory journey with 60% of users leveraging these devices to curate their holiday playlists effortlessly. As the warmth of the holiday season envelops our homes, so does the harmonious blend of digital audio.

Driving ROI through Holiday Listening Habits

For brands, understanding and leveraging holiday listening habits can unlock a treasure trove of opportunities to connect with their audience and drive ROI. Here are some key strategies to consider in giving your brand the gift of ROI this holiday season.

Curate Branded Playlists: Create playlists that resonate with the holiday spirit while subtly featuring your brand. This not only enhances the user experience but also established a memorable association between your brand and the joyous season.

Holiday-Themed Podcasts: Consider sponsoring or creating holiday-themed podcast episodes. Whether it's discussing the impact of the year's events or sharing heartwarming stories related to your brand, podcasts provide an intimate and authentic way to connect with listeners.

Interactive Voice Ads: Embrace the interactive nature of voice ads on digital audio platforms. Engage your audience with festive trivia, exclusive promotions, or even interactive stories that create a memorable brand experience.

Collaborate with Influencers: Partner with influencers in the digital audio space to organically integrate your brand into their holiday content. Influencers bring authenticity to the table, making your brand message more relatable and impactful.

Hire an Expert: Don't do it alone! Working with a specialized agency partner, like PLAY Audio Agency, is the best way to tap into strategy, execution, and results.

The Holiday season is not just a time for exchanging gifts but also for creating lasting connection with your audience. By aligning your brand messaging with the festive tunes and stories that accompany this joyous time, you can turn holiday listening habits into a powerful driver of ROI.

As we raise a virtual toast to the holiday spirit and the delightful sounds that accompany it, let's embrace the magic of digital audio and make this season one to remember for both brands and listeners alike. Cheers to a harmonious and prosperous holiday season.