Amazon Alexa began the launch of a long-form news report feature in the US this week:
Even though relatively few people are listening to news on smart speakers, the addressable market is large enough that publishers should continue to experimenting with the format.
Smart speaker adoption is growing rapidly in the US. In the US, smart speaker ownership doubled year-over-year from 28% in 2017 to 55% in 2018,Business Insider Intelligence exclusive data, with an expectation that there will be 200 million smart speakers in US homes by 2023. Amazon's Alexa leads the space, with Google Assistant in second place.
And audio news partnerships are likely low effort for publishers, as many are already producing the content for other mediums, like podcasts. Partnering with Amazon to distribute long-form news through Alexa is an easy way to potentially reach a broad swath of consumers. And if longer-form stories catch on among consumers, they'll have more potential for monetization than shorter-form opportunities. Publishers should continue tinkering with formats to see what will move the"value" needle in consumers minds, and get them to engage with content.
Long-form content could provide more value because it gives users greater control over how they consume stories through its skip funciton, for example. If the format strikes a chord among consumers, it could be more lucrative than short-form anyway, as there would be more opportunities to insert ad units throughout.1. Sign up for the Digital Media Briefing to get it delivered to your inbox 6x a week.
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