• Ranieri & Co.

Changing Attention Span and What it Means for Content in 2021

What is the price we pay to order donuts at 3am, Facetime a mate in France and learn about 40s fashion simultaneously? A recent study by Microsoft concluded that the human attention span has dropped to eight seconds – shrinking nearly 25% in just a few years. Are we damaging our brains, or is it a question of producing the right content to get people to stop, collaborate and listen?

1. Quality over Quantity

Binge watching a Netflix series. Playing video games for 5 hours a time. Listening to a 2-hour podcast. Our attention spans may be getting shorter, but content that is highly relevant or entertaining will always hold its audience. 93% of podcast listeners stay tuned for “all, or the majority” of each episode. In a world of text messages, tweets and app notifications, immersive content can feel like a welcome break.

2. Multitasking

A recent study showed that while 49% of podcast listening happens at home, 22% happens while driving, 11% at work, and 8% while exercising.* Going deep on Paris Hilton’s life story can get you through that cardio. A podcast lets you multitask whilst learning and challenging your brain. And thats hot.

3. Trending Topics

Sharing content that you love with mates has never been easier or quicker, but interest fades fast. Seconds later there is a different viral meme, or news story vying for our attention. Podcasts create a lasting impact on the audience because they provide a deep, personal connection. Whilst you probably can’t remember the last ad that popped up on your Insta feed, a Spotify study found that 81% of listeners have taken action as a result of listening to audio ads during a podcast.*

4. Screen Fatigue

With the pandemic forcing us to spend more time than ever in front of our screens, many are considering a digital detox as a form of self-care. The most common reasons for this pull back from technology are feeling overwhelmed by sales messages and an overall distrust in social media platforms. Spotify found that one in three respondents said they tune into podcasts because they are screenless.*

The opportunity for cut through in podcast advertising is bigger than ever before. Want to learn more? Drop us a line.

*1 Brandastic

*2 Spotify