Mobile Audio Revolution: 29% of Americans Now Stream Content in Cars"

Mobile phone usage in cars has jumped from 15% back in 2014 to 29% today and has turned vehicles into personalized entertainment spaces. Some 72 million Americans will take their phones for entertainment with them this Thanksgiving, according to AAA and audio listening data, of which streaming music services will reign supreme at 53%, podcasts at 17%, and owned music at 14%. This shift from radio to personal listening is increasingly turning vehicles into personalized entertainment pods for passengers.

The Key findings:

• The share of in-car audio listening using a mobile phone has increased by 14% since 2014 and now stands at 29%.

• Streaming services continue to be the most-used option, representing 53% of in-car mobile phone audio usage and outpacing both podcasting and listening to music one owns.

• At 17%, podcasts claim a greater share of consumption time than listening to music owned, which follows at 14%.

• Personal audio time via earbuds makes car audio experiences tailor-made to individual interests.

• Where services like SiriusXM at 1%, and AM/FM radio remain tied to in-dash receivers, moving in the opposite direction from modern entertainment on the cell phone.

The Big Picture: For the podcast industry, this trend presents significant opportunities and challenges. The 17% share of in-car mobile listening that podcasts represent shows a strong interest in on-the-go content consumption. Podcast producers can optimize their content for drive-time listening with appropriate episode lengths and formats.

The rise in individualized listening also means producers can target specific demographics without having to create content that appeals to everyone in the vehicle. This change benefits the industry by opening up new advertising opportunities and encouraging more diverse content creation.

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