In 2021, the media platform with the highest weekly reach in the United States is audio. Data published last month by Nielsen revealed that radio — just one component of this medium — reaches 88% of U.S. adults each week, ahead of smartphone apps (85%) and TV (80%).
And our national love of audio isn’t just confined to traditional radio consumption. The growth of podcasts, and emergence of audio in other places, like social networks, means that the time we spend with this type of content continues to grow and evolve.
This creates opportunities for newsrooms of all shapes and sizes. You don’t have to be a radio station to embrace this trend. Below I have outlined three areas, and nine different examples, to show how journalists and news outlets can more effectively embrace audio.