Thursday, April 18, 2024

Australia Leads World in Digital Audio Listening While Radio Still Thrives

Australia is leading in digital audio listening, with the continued adoption and use of new commercial audio options while broadcast (AM/FM and DAB+) radio listening remains strong. This is according to the seventh Infinite Dial Australia report, released by Edison Research and sponsored by industry body Commercial Radio & Audio, LiSTNR and Triton Digital.

“Digital audio listening in Australia is continually growing, led by the rise of digital radio and podcast listening and supported by radio’s sustained resilience and popularity,” said Ford Ennals, CEO of CRA.

Around 18 million Australians, or 81% percent of the population aged 12+, listen to digital audio monthly, an increase from 78% in 2022. This figure is greater than the 75% recorded in the U.S. Digital audio listening includes AM, FM and DAB+ radio stations listened to online, podcasts and music streaming services.

Australian podcast listening has risen to 43% monthly, up from 40% in 2022, surpassing the U.S. for the first time. Weekly podcast listener numbers increased seven percent to 33% year on year.

“The Infinite Dial 2023 Australia study shows Australia’s growing love for podcasts. The country has become a global leader in monthly podcast listening. This growth is driven by the quality and diversity of Australian content and the popularity of podcasts from broadcast radio,” Ford explained.

Approximately one in 10 Australians aged 12+ listen to a podcast daily, with weekly podcast listeners averaging five episodes per week.

Australia continues to lead the world in radio listening, with over 79% of Australians aged 12+, or around 17 million people, tuning in every week.

According to the study, digital audio listeners don’t confine themselves to a single platform but consume digital audio through a variety of channels, including AM/FM/DAB+ devices, online streaming, podcasts, and smart speakers.

“Around six million Australians stream radio weekly, up from 14% in 2021 to 27% in 2023,” Ford said. “Digital audio consumption, including podcasts, is now a habit for many Australians and understanding cross-audio platform behaviours is crucial for commercial success.”

Radio listening in the car continues to be the top digital audio choice, with 84% of those aged 18+ who have been in a car in the last month stating that they listen to radio in the car. This figure is up from 80% last year and more than double the 41% who stream music in the car.

DAB+ stations have tripled their audience since 2020, driven by a wider variety of content and widespread access in new cars. In 2023, DAB+ listening soared to 7 million people a week, or 32% of people aged 12+, up from 18% last year, and 10% in 2020.

Young people (aged 12-34) lead the online audio adoption, with 92% listening to any online audio monthly.

“The Infinite Dial 2023 Australia study reveals that radio remains the favourite audio choice of younger Australians, with 76% tuning into radio each week, compared to 50% using TikTok,” Ford stated.

Edison Research President Larry Rosin commented: “The Infinite Dial 2023 Australia study demonstrates the strong global position of the Australian audio industry, with robust engagement across different platforms, including traditional AM/FM/DAB+ radio, online radio, and podcasts. These findings underscore the industry’s ability to adapt and innovate, providing diverse and compelling audio content for listeners.”


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