"The dominance of podcast listening among younger age cohorts can certainly be attributed to their preference for on-demand content that also includes visual elements, qualities specific to podcasts and not radio."
In only one demographic -- Persons 18-34 -- did an ad-supported digital audio platform reach double-digits, as Spotify hit 11% in that specific sector.
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."