At Triton Digital, we are proud to provide the global digital audio and podcast industry with reliable insight into audio and podcast consumption around the world. Today, we are pleased to release new data around the consumption of online audio streams in LATAM, specifically.
These insights are comprised of data from commercial radio broadcasters in LATAM whose streams are measured by Triton’s Webcast Metrics® streaming measurement service, demonstrating changes in Total Listening Hours (TLH) when comparing the weekly averages for:
The below insights demonstrate that after three consistent months of a decrease, the average TLH in LATAM has increased back to the levels observed in the beginning of the year, prior to the pandemic.
Also within in this period, we observed a trend being inversed after TLH levels went back to the pre-pandemic listening. Historically, digital audio listening in LATAM occurred primarily via desktop devices, however, since early March 2020 around the start of the global pandemic, we observed that listening on mobile devices surpassed that of TLH on desktop devices.
In March 2020 when we first saw the inversion, mobile devices accounted for only 2% more TLH than desktop, which increased to 13% by June of 2020. Additionally, in September 2020 we saw that desktop listening increased again, accounting for only 3% less than mobile.
When observing changes in station formats and genres, it's important to note that music formats have maintained stable listening hours throughout 2020, with only a 6% decrease at the start of the pandemic.
Another format that saw noteworthy consumption variations during this unusual year is News/Talk, which saw a 30% increase in TLH within the first two months of the pandemic, with the consumption levels decreasing back to normal listening hours over the last four months.
With these insights in mind, it can be observed that listeners in LATAM are still adapting to this new “normal” and are continuing to evolve their listening behaviors.
If you have questions or are interested in learning more about these insights or listening in LATAM in general, please contact MarketOps@tritondigital.com.