GfK Survey 6 points to thriving audio landscape

Commercial Radio & Audio has reached another milestone, with commercial radio’s share of audio listening in Australia climbing to 75.1%. CRA says this figure not only surpasses the previous survey’s record but also marks the highest level since 2014, underscoring the strength of Australia’s audio landscape.

Over the past four years, successive surveys have shown that commercial radio has made significant progress following the disruptions caused by COVID-19. With a market share increase of more than 10 percentage points since Survey 1 2020, radio is reaffirming its resilience and solidifying its position as a key player in the media landscape. This growth is driven by the rise of digital distribution, which has helped radio adapt and maintain audience reach.

“These results prove radio continues to connect with audiences anytime, anywhere. As listening habits diversify, our growth reflects the industry’s creativity and commitment to ensuring commercial radio remains a dynamic and trusted source of education and entertainment,” said Lizzie Young, CRA’s chief executive officer.

Growth in younger audiences

The latest GfK Survey 6, 2024, shows commercial radio reaches 12.3 million weekly listeners, with average time spent listening holding steady at 12 hours and 51 minutes. Younger audiences continue to drive growth, with a 2.1% rise among 18-24-year-olds and a 2.3% increase for 25-39-year-olds year-on-year.

Breakfast radio remains strong, drawing in over 8.6 million listeners each week, who listen for an average of three hours and 40 minutes. In-car listening rose 3.3% to surpass 10 million weekly listeners, while at-work listening saw a year-on-year increase in TSL by a full hour to 12 hours and 29 minutes.

CRA says the digital transformation of radio is a key factor in this growth. Commercial radio streaming increased slightly since the last survey, bringing the total number of weekly streaming listeners to nearly 3.6 million. At-home streaming gained 109,000 listeners, reflecting a 4.6% rise since the last survey. Commercial DAB+ stations are also gaining traction, with TSL rising by 26 minutes year-on-year to 6 hours and 39 minutes per week.