Digital accounts for two thirds of all radio listening | WARC | The Feed

Digital accounts for two thirds of all radio listening

Three quarters of the UK population tunes into digital radio (DAB) every week, according to the latest RAJAR figures, with digital listening now accounting for two thirds of all radio listening.

Looking to the future

Data for Q3 2021 are the first since the pandemic struck and have been gathered in new ways, so are not directly comparable with earlier figures, but there are some potential trends to be seen. The Guardian noted that speech radio has seen something of a boom during the pandemic while high-profile music shows have seen audiences decline; and the combined audience for local and regional BBC stations appears to be significantly higher. 

Takeaways

Some key findings relating to digital radio:

• 89% of the adult UK population (49.5 million adults) tuned in to their selected radio stations each week.

• In an average week, digital listening accounts for 665 million hours; DAB has a 65% share of digital listening hours, DTV 7% and online 27%.
• 43% of weekly listening hours are listened to via a DAB/digital radio, whilst over a third (34%) are listened to via a traditional AM/FM radio set. Online listening including apps is 18%, whilst listening via a TV has a 5% share. 
• 29% of those asked (adults 15+) claim to listen to live radio via a smartphone or tablet at least once per month.
• Listening reach: 67% at home, 60% in vehicles, 19% at work/elsewhere. 
• Listening share: 65% home, 21% vehicle, 14% work/elsewhere.

Key quote

“With very few exceptions, [digital radio’s] ROI is stronger and outperforms the traditional, terrestrial radio 2.1 times. Whether people are listening in car, in home, work or through smart speakers, radio still looks like a smart choice” – Justine O’Neill, senior director, Analytic Partners.

Sourced from RAJAR, Guardian