Magna Teams With Spotify: Finds Americans Suffer From 'Screen Fatigue,' Turn To Audio

by Joe Mandese @mp_joemandese, June 3, 2021

In a blatant endorsement of a media supplier, IPG Mediabrands' Magna unit has released a report conducted with digital audio giant Spotify indicating that the COVID-19 pandemic contributed to "screen fatigue" that shifted American media consumption toward audio content, especially the digital kind.

The findings -- part of a new Magna report being released today -- are based on a study of more than 3,000 Americans who listened to digital audio or watched digital video in the past 24 hours. Among other things, it found that 70% report experiencing at least some form of fatigue from viewing video screens -- 30% significantly -- with the implication that many turned to audio content to offset it.

Among those who reported screen fatigue, 42% said it is the primary reason they are listening to more digital audio, while 37% said it is "part of the reason."

“There’s no doubt the pandemic changed consumption habits and we’re clearly seeing audio and podcast listening are extremely popular right now,” Magna Senior Vice President-Intelligence Solutions Kara Manatt notes in a statement released with the report, adding: “We found it particularly interesting that people are more receptive to ads on audio. Brands should ensure they are leveraging more audio and podcasting to keep up with consumption trends and consider targeting based on moods given the impact positive moods have on listening patterns."

In terms of audio listening, the study also findings a marked shift from "non-digital" devices such as linear, over-the-air radios to digital devices such as smartphones, smart speakers, tablets and computers, pre- and post-pandemic (see below).

audio, cmmr, covid-19, digital, media, research, video

2 comments about "Magna Teams With Spotify: Finds Americans Suffer From 'Screen Fatigue,' Turn To Audio".

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Ed Papazian from Media Dynamics Inc, June 3, 2021 at 11:59 a.m.
Strange, Joe. On the one hand we are told----and tend to believe it---that the Covid-19 pandemic with its "lockdowns" caused people to watch more "TV"---both "linear" and especially streaming and the latter is in large part composed of supposedly more "involving" fare---again, or so we are told. Some people also think that the incidence of "binge watching" ---usually a small portion of the typical viewer's TV activity---also rose. Which would heighten burrnout, one would think. So now we have a study where folks are claiming that they experienced burnout by watching so many high intensity TV shows and this has caused them to turn to audio? Which means that they have greatly reduced their streaming exposure? Or does it? Also, the "base" of the study is those who claimed to have listened to digital audio or watched digital video in the past 24 hours. So what percent of the population qualified on that basis---25%--35%?
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R. M. from self, June 4, 2021 at 5:45 a.m.

Please define "Digital Audio" and "Digital Video"... for each 2019 and 2021.
If it's based on device alone, then need comparison to proliferation of devices 2019 to 2021 (how many devices in use per person in 2019 survey & 2021 survey).
Same ages recruited in each year? (noting that students had a more solo and free time in 2021, with fewer sports & school activities... and more forced screen time due to online study)
Which days of 2021 have been "Post Covid"? (interesting choice of words as 2022 will also be post covid- one hopes)
Is each base (2019 & 2021) a Digital-only panel?... or an integrated media panel?
Why is there no actual data to these charts? This is a media industry platform, afterall.
30% (a minority) with screen fatigue... is "suffering"? (their word? or subjective terminology?)
What is the measurement for "receptive to ads on audio"... not tuning out/off? recall? or paid subs fatigue for not buying additional ad-free platforms.
Isn't audio consumption by device type a function of where audio content is increasing most... unless broadcast radio is signifantly altering commerical loads.
Would be more informative to do this article after the Magna study was released.