What Audio listeners think about Spoken Articles in 2026
Independent Ipsos and Audioboost research on how audiences use, judge and remember audio content, and why it opens a new attention window for publishers.
- Benchmark your audience against 900 Italian adults surveyed on audio habits and attention
- See why 75% of listeners find in-audio ads engaging, and where that beats visual placements
- Use the retention and quality data to shape product, editorial and monetization strategy
From the report“Advertising enters a moment of undivided attention: the user is already listening, cannot scroll away, and sees no competing banners.”
Research fielded by Ipsos Research × Audioboost, April 2026.
Six ways audio changes the publisher relationship
A preview of the questions the paper answers before you download the full PDF.
Awareness & Usage
69% of connected adults already know text-to-speech audio exists, and 44% have tried it.
Perceived Quality
The synthetic-voice barrier is falling: 59% call the audio excellent or very good, 84% among heavy users.
Content & Usage Patterns
Multitasking drives 40% of listening sessions, and general news accounts for half of all plays.
Retention & Future Intent
84% of users intend to keep listening, rising to 91% among the heaviest users.
User Profile
TTS listeners over-index on podcasts, streaming radio and news apps versus non-users.
Advertising Opportunity
47% recall an ad during playback, and 75% of those found it engaging: no competing banners, no scrolling away.
+ 5M monthly listeners
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