One commonly overlooked strength of audio is that it can be accessed in practically all of the locations people typically inhabit throughout their day: at home, in a car, at work, and in any other place. Share of Ear® from Edison Research at SSRS measures daily audio listening across these locations. Advertisers and content creators can use Share of Ear data to understand where certain platforms overperform relative to total listening and then tailor their messaging for those locations.

Two platforms most outperform for total listening In-Car: AM/FM Radio, with an index of 160, and SiriusXM Radio, with an index of 232. Both are radio, both are linear, and both are in an environment where devices are present and easily accessible for listeners to consume this platform.

Different platforms perform the strongest At-Home compared to total audio listening: YouTube and Audiobooks. Keep in mind that Device isn’t always tied to location. YouTube indexes at 140 for At-Home listening and is consumed on a variety of devices, from mobile devices to laptops to internet-connected TVs. Out of all locations, Audiobooks index the highest at home, at 118, but that listening is primarily happening on a mobile device.

Any Other Place would be something besides home, in-car, or work, such as the grocery store or gym, or walking around. Two platforms index the highest for listening in locations like these: Streaming Music and Podcasts. Both Streaming Music and Podcasts are easily consumed on mobile devices and make the perfect audio companions for listening in these “other” locations.

No one platform has its single best performance At-Work, although Streaming Music and Podcasts index over 100 in this location.

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