Streaming might be cooler, but radio is still winning the war as far as Gen Z is concerned, claim two recent reports commissioned by radio companies. One is from Australia, and the other from the UK.
The Infinite Dial 2024 Australia, just released by Edison Research and Commercial Radio & Audio (CRA) says that Australian radio reaches 81% of weekly audio listeners aged upwards of 12 (or 21 million), over the air or online.
Astounding
This is an astounding 27% more than their American cousins, and marks five times more Australians listen to the radio than ad-supported Spotify.
According to the report, 39% listen to ad supported music streaming, while Spotify’s free listeners made up 16% or 4 million of the population.
82% of 18-to-34-year-olds tuned into radio in a weekly time span, while the figure rises to 84% for 25—54 year olds.
It slips to 79% for the 55 and up demographic.
Radio Online
The number of Australian aged 25–54 who listen to radio online doubled their streaming efforts over the past three years, indicating how they are becoming increasingly more comfortable using the digital sphere for their entertainment.
Radio is the most popular audio source in the car, with 88% of those 18 and above. Those who stream radio in the car has leaped by 75% in the past two years.
In comparison, 50% of drivers consume music through streaming services as Spotify and Apple Music, 30% still listen to CDs, and 18% to downloaded music.
Podcast Listening
Podcast listening remains the highest in the world. 48% of the Australian population listened to at least one in the last month.
It’s continued to grow by 20% in the last two years.
Breaking down into ages, 65% of consumption is by both the 18 to 24 the 25 to 39 groups.
Of the other demographics, it’s 47% for the 40—54 groups, 35% for 55 to 65 year olds, and falls off to 21% for those aged 65+.
House
Most podcasts are listened to in a house (51%) followed by cars and trucks (20%).
Well below are walking (9%), public transport (7%), at work (7%), working out or in the gym (5%) and other (1%).
Smart Speakers
Those listening to audio through smart speakers is now 65%, with ownership doubled to 34% in four years and now matching usage in the United States.
Infinite Dial’s figures for Spotify in Australia were that 60% pay for a subscription, 33% only use free service, 5% listen to someone else’s account and 2% use free trial subscription.
“Significant Engagement”
Speaking on these radio figures, Commercial Radio Australia’s chief commercial officer Jo Dick said there was “significant engagement across all demographics, proving Australia is a world-leader for radio listening”.
She added: “The results show Australian radio continues to go from strength to strength, delivering content to audiences whenever and wherever they choose to listen.”
“Defy The Stereotype”
In April, following a listenership survey, Dick exclaimed, “We love to see commercial radio continue to defy the stereotype that young people don’t listen, with more than 2.7 million listeners aged 10 to 24 tuning in, a year-on-year increase of 1.6%.”
Small Screen
Australians are still fans of the small screen. 77% watch live free to air TV, 77% use streaming video services, and 52% watch on-demand free to air TV.
However, for younger listeners aged 15-24 the reach for on-demand music has a reach of 70%, with those listening for approximately 14 hours per week. The survey found that, for this age group, 60% of listening is via a phone and 21% on a speaker.
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ACMA Study
However, a study by the Australian Communications And Media Authority (ACMA), Communications And Media In Australia: Trends And Developments In Viewing And Listening 2022–23, had a different story.
Released in December 2023, it declared, “The way Australians watch and listen to media continues to change. Fewer of us are watching broadcast free-to-air TV or listening to radio.”
Streaming
ACMA estimated that the Australian streaming market would be worth $641.20 million by the end of 2024.
94% of users are likely to be under 25, more likely female (71%) and live in the metropolitan area (71%).
Spotify
Spotify remains the biggest music streaming in this country, used by 43% of adults, YouTube Music (19%), Apple Music (9%).
ACMA’s version said radio listeners were mostly from outside capital cities (62%) than in (53%.
“The most popular place for listening to FM radio was in the car (94%), followed by at home (29% and then elsewhere (6%).
UK Experience
According to June 2024 figures from radio group RAJAR’s survey MIDAS, this year saw the highest ever listening figures for radio groups as Global, Bauer, News UK and Nation.
Online listening overtook AM and FM for the first time.
Huge Impact
Live radio has a huge impact, with 89% of adults surveyed listening at least once a week.
In comparison, 70% of folks aged 15 to 24 use on-demand music streaming services, listening for about 14 hours per week.
Phone
MIDAS found that this group preferred to listen on a phone (60%) and to a less extent on speakers (21%).
Owned music (including downloads as well as physical as in CDs, vinyl and cassettes, downloads) has fallen to around 20%.
Podcast listening by the Brits is half (21%) of Aussies in an average week, listening for 6.9 hours. But the 15—24 demo rises to 31% tuning in for 8.6 hours.
Radio Responds
To offset music streaming’s growing impact radio has increased simultaneously streaming content, while offering visual content as artist interviews and music videos.
It offers more content and podcasts on-demand to listen to at listeners’ convenience, and uses social media and mobile apps to interact with listeners in real-time, taking requests, and conducting polls.
Ads are more personalised for different age groups, and consuming radio is made easier by integration with smart devices like Alexa and Google Home.
