Audio Consumers’ Perceptions of AI
All the findings below were pulled from the study of 2624 audio consumers in partnership with CMG Custom Research unless noted otherwise.
We surveyed users who regularly consume radio content. You will see their weekday listening habits below.
Notable highlights from the chart above:
of radio listeners tune in for weekday morning programming.
65%
are tuning in for weekday afternoon programming.
52%
Awareness and Use
of AI Among Audio Consumers
of those surveyed are familiar with AI.
90%
have knowingly used AI.
56%
1 in 5
radio listeners think they've encountered AI-generated content.
21% of radio listeners say they currently listen to a radio station that is powered by AI, although it’s certainly not true as AI is not being used anywhere close to this number of stations.
AI has not been adopted that widely yet, but consumers believe they’re already hearing it and seeing it on the air. They are seeing AI more and more everywhere they look and they are expecting it to be a part of the radio and audio experience.
Contrast in Perceptions
Those familiar with AI view it positively as innovative and efficient, whereas those unfamiliar fear job displacement and negative outcomes.
We asked, “What one word best describes how you feel about artificial intelligence?
Despite the negative perceptions of non-AI users, they have likely used AI in some capacity or another without knowing it. Whether through a search engine, autocorrect on their smartphone, voice-to-text features, smart speakers, health or fitness trackers, etc. they have experienced improved communication through these AI-powered tools.
AI’s Role in Extending Your Station
AI unlocks many opportunities to help you reach your audience on the platforms they prefer. From podcasts to social media, AI tools can help your easily repurpose your content and get it distributed quickly and effiently to the platforms your audience is spending time on when you are off the air.
Podcast Opportunities
In our audio study 90% of audio consumers say they listen to a podcast at least once a week with 32% doing so daily.
of those surveyed often or sometimes listen to a news and information podcast..
89%
One thing that we learned in the audio study about podcast consumers is that news and information is tied with humor/comedy for the most consumed podcast content at 89%.
This presents a big opportunity for your station! There is an appetite for news podcasts, and this segment of listeners is currently not being served by their local news stations. Which means they are going somewhere else for their on-demand news content.
AI Tool for Podcasts: Futuri’s POST lets you effortlessly turn your broadcast into a podcast.
AI Will Make Content Better
Across the board, respondents believe AI can improve media content—from music and news to weather forecasts.
The chart below underscores the potential of AI to elevate content quality and relevance, with 78% indicating they would listen if an AI-generated voice were to fill in gaps during times when there is not currently a personality on-air.
There is far more support for use of AI voices than there is non-support.
In every format/genre, when listening to examples of voices, 75-82% of radio audiences said AI voices would be appropriate for their format (without knowing whether it was AI or not).
Human or AI Voice?
Listen to the audio clips below.
Which do you think are human, and which do you think are AI-generated voices?
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AI
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AI
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AI
