YouGov Study: 54% of UK Listeners Switch Platforms Mid-Listen as Audio Goes Format-Fluid
· 1h ago · Originally reported by ExchangeWire
Research commissioned by Audion and conducted by YouGov finds that 54% of Brits move between audio and video platforms while listening, as audience behaviour becomes 'format-fluid'. The study suggests the lines between audio and video consumption are increasingly blurring for UK audiences.
Why it matters
For advertisers, rigid audio-versus-video channel planning may no longer match how people actually consume media, affecting where budgets and ad formats should go.
Explain it like I’m new here
It's like people who start watching TV then switch to a podcast halfway through — the old boxes of 'audio' and 'video' don't fit anymore.
Read the original at ExchangeWire
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