First, there are the brands: Pandora, Spotify, Apple Music, NPR, Amazon Music, Audible, Google Play, iHeartRadio, and other companies like Stitcher, TuneIn, RadioPublic, and Luminary, all wanting a piece of the audio (and growing video) audience and market.
Then there are the technologies and social media platforms: podcasts, streaming, smart speakers, in-car media, and others.
In trying to understand the media landscape, there are a few sources of information for digital media consumer behavior research.
Since 1998, Edison Research has been conducting an annual research study of digital media consumer behavior in American called The Infinite Dial. In the recent survey, Edison made the following observations based on their findings:
Online audio has reached a new high in weekly time spent listening, potentially driven by podcasting and smart speakers.
Podcasting has reached a milestone, with the majority of Americans now saying they have ever listened to one.
Along with the increases in podcast listening, audiobook consumption also surged, indicating a trend towards increased spoken word audio consumption.
Smart speaker ownership continues to grow, approaching one in four Americans age 12+. The average smart speaker user possesses two devices.
In addition to the Infinite Dial project, the Pew Research Center evaluates listening to content in the United States by terrestrial radio listening, online listening and other sources and devices. Pew makes available a broad range of topics, data and insight into media and news, internet and technology, social media, and other valuable information.
Along with the Edison Research data and Pew Research, another source is Nielsen, a global measurement and data analytics company.
Using these sources to help understand digital media consumer behavior will be able to help you evaluate the current media landscape and identify current trends and nascent/emerging platforms.