How audio articles are increasing engagement in digital news publishing

Newsreaders have access to more stories than ever before. Their problem isn’t finding them, it’s finding the time to read them. Subsequently news publishers are struggling to engage distracted newsreaders for more than a minute.

Pew found an average of 57 seconds of interaction time (scrolling, clicking, and presumably reading) for stories shorter than 1,000 words.

On the other hand, the convenience and mobility of audio editions served alongside news articles are giving newsreaders a completely new way to dive into the stories that matter to them — and the engagement-time speaks for itself.

The average time spent listening to an article, across our news publishers, is around 3 minutes and 44 seconds. That’s nearly a 300% increase in engagement-time when compared to traditional articles.

SpeechKit found an average listening-time of 3 minutes and 44 seconds per article — based on 1M audio streams.

Our partner publishers, like The Canary, Daily Maverick and many more, aren’t the only publishers benefiting from the automated audio editions. Bloomberg recently launched automated audio editions alongside all their news articles and they’re now the second most popular media-type preceded only by live TV, according to Bloomberg’s Global Chief Product Officer, Julia Beizer.

Despite our original assumptions that audio editions would be used only by mobile newsreaders — over 40% of audio consumption happens on desktop — giving easily-distracted newsreaders the freedom to continue browsing other interesting reads whilst listening.

Over 40% of audio edition news consumption happens on desktop

Follow us on Twitter for regular insights into how automated audio is changing the way newsreaders engage with the stories that matter to them and how publishers can make the most of this new medium.

James Macleod

Among with no break lineDennis

Co-Founder @ SpeechKit