Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

The number of US paid digital audio subscribers is rising faster than previously expected

The forecast: We project the number of paid digital audio subscribers in the US will hit 121.9 million this year, up 11% over 2020's total.

A deeper dive:

  • Our newest estimate for US paid audio listeners in 2021 has increased by 5 million since we originally published them in Q1, indicating more listeners will be subscribing to audio than previously projected.
  • Over 40% of US internet users will be paid audio subscribers by year end.
  • Spotify Premium subscribers make up the largest share of paid subscribers, at 36.7% this year. Apple Music listeners account for 30.3%, and YouTube Premium subscribers make up 19.4%. Pandora Premium patrons make up a significantly smaller slice of the subscription audio pie at just 5.4%.

Looking ahead: We project that, while the rate of growth will continue to slow, over 130 million people in the US will subscribe to paid audio in 2023.