World Radio Alliance and egta highlight trust and reach on World Radio Day
Australian radio has expanded its audience to 81% of the population and remains the top choice for in-car listening, according to the Infinite Dial 2024 Australia report released July 3 by Commercial Radio & Audio and Edison Research.
The eighth annual report, presented in a webinar by Edison Research President Larry Rosin and CRA Chief Commercial Officer Jo Dick, found that Australian radio’s reach is five times larger than ad-supported music streaming services like Spotify, with only one-third of Spotify listeners reachable by advertising.
“The Infinite Dial 2024 Australia shows that more than eight out of 10 Australians are tuning in to radio, with significant engagement across all demographics, proving Australia is a world leader in radio listening,” Dick said.
“The number of 25-54-year-olds listening to radio online has more than doubled in the past three years, demonstrating that audiences are embracing how radio and audio fit into their lifestyle. The results show Australian radio continues to go from strength to strength, delivering content to audiences whenever and wherever they choose to listen,” she added.
Rosin noted, “The Infinite Dial 2024 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.”
Radio remains the top choice for in-car listening, with 88% of Australians using it as an audio source. In-car streaming radio listening has risen 75% in two years.
“Radio continues to be a popular and important part of people’s everyday lives, but the findings also serve as a timely reminder of why we need to work with both government and industry to ensure that radio remains easily and reliably accessible in connected cars and on smart speakers,” Dick said.
The report also showed that smart speaker ownership in Australia has doubled in four years, now matching U.S. adoption rates, with 65% of owners having listened in the past month.
You can download the Infinite Dial 2024 Australia report here.
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