close
close

Data shows that loyalty to audio streaming is far greater than that to video

Despite the enormous variety of digital media options, audio platforms, especially music streaming services, are enjoying remarkable popularity. The switching rate for audio services is around 12%, according to Antenna, while the switching rate for video services is around 40%.

Whether on the way to work, during training or as background noise: audio content is integrated into users' daily routines and thus becomes more constantly present and habitual.

According to a study by Antenna, this can easily be illustrated by the example of Spotify, which has the lowest churn rate of all major streaming platforms.

The observed churn rate among Spotify users – less than 1.5% monthly – highlights a significant trend in audio streaming services: users show high loyalty and engagement. Unlike video streaming, where users temporarily log in to watch a specific series, audio streaming services benefit from daily usage patterns.

Several factors contribute to the stability and attractiveness of audio streaming services, such as extensive music libraries, on-demand content such as podcasts and audiobooks. This can be extended to the areas of personalization and curation.

While some worried about how audio services would fare if they charged their users more, Spotify's price hike in 2023 showed that the majority of audio consumers would continue to use their preferred audio platform even if faced with the inconvenience of a price increase.

The future of audio streaming also depends on innovations in content delivery and the integration of new technologies, such as voice-controlled devices and AI-driven content curation, which could further personalize the user experience and increase engagement.

As the market evolves, streaming audio platforms must continue to innovate and adapt to changing media consumption landscapes and technological advancements to maintain their competitive advantage and retain that strong loyalty.