Canadian radio captures five times the listening time of ad-supported Spotify
VIENNA — The latest “Radiotest 2024_4” highlights key shifts in Austria’s radio landscape, with private broadcasters gaining audience share and reshaping listening habits. RMS TOP continues solidifying its lead over Ö3 — Austria’s largest and most popular public radio station, operated by the national broadcaster Österreichischer Rundfunk (ORF). It is a trend that has been developing for over a decade. The report offers a detailed analysis of market share and listening trends and the growing influence of private stations both nationally and in Austria’s capital.
RMS TOP remains Austria’s dominant radio network among 14- to 49-year-olds, with a daily reach of 45.2% and a 52% market share. Ö3 follows with a reach of 32.6% and a 28% market share, while the overall ORF group reaches 46.1% and holds 45% of the market.These figures highlight the ongoing shift in audience preferences as private broadcasters continue to challenge the traditional dominance of public radio.
RMS TOP has also overtaken Ö3 across Austria’s entire radio audience aged 10 and older. It now reaches 33.7% daily, compared to Ö3’s 29.6%. In terms of market share, RMS TOP leads with 36%, while Ö3 holds 25%. This shift underscores the growing appeal of private stations, particularly among younger audiences.
In Vienna, RMS TOP dominates the 14–49 demographic, with a daily reach of 35.1% compared to Ö3’s 20.8%. The market share figures are even more pronounced, with RMS TOP capturing 56% — more than double Ö3’s 20%. ORF’s entire radio network holds a 42% share in the capital, indicating that while public broadcasters maintain a presence they are losing ground to commercial competitors.
Radio remains a staple of Austrian media consumption, with listeners aged 10 and older tuning in for an average of 199 minutes per day
Listening time trends
Radio remains a staple of Austrian media consumption, with listeners aged 10 and older tuning in for an average of 199 minutes per day. Among 14- to 49-year-olds daily listening time is slightly higher at 201 minutes, signaling a sustained interest in audio content among younger demographics.
Between 2019 and 2024, Austria’s radio listening habits underwent a notable transformation. For the first time the 14–49 age group now spends more time listening to the radio than the general population, reversing previous trends. This development suggests a renewed appeal of radio among young adults, driven in part by shifts in content offerings and digital accessibility.
Audience trends over the past decade show a steady decline for Ö3, while RMS TOP has consistently gained ground. Since 2010, Ö3’s reach and market share have gradually eroded, while private stations have steadily expanded their audience base. RMS TOP officially surpassed Ö3 in 2022, and by 2024, it had extended its lead, reaching 45.2% of daily listeners compared to Ö3’s 32.6%.
Vienna: Widening gaps in competition
Vienna’s radio market, which is more fragmented than the national landscape, reflects the broader shifts seen across Austria. Private stations have made significant gains, but public broadcasters still hold a loyal audience base. The growing competition highlights the importance of content innovation and format diversification, particularly in urban areas where listeners have more choices.
The gap between RMS TOP and Ö3 is particularly pronounced in Vienna, where the private network has significantly surpassed its public competitor. This trend suggests that private broadcasters have successfully adapted to shifting audience demands, while traditional public stations face increasing challenges in retaining listeners.
Streaming platforms, online radio and podcasts have influenced how listeners consume content, prompting broadcasters to diversify their offerings
The evolving Austrian radio market
The Radiotest 2024_4 confirms that Austria’s radio industry is in a state of transition. Private stations continue to expand their influence, listening durations are shifting and digital habits are reshaping how audiences engage with radio content. The competition between public and private broadcasters is intensifying and the sector’s future will depend on its ability to balance traditional formats with digital innovation.
One key factor in these changes is the rise of digital listening. Streaming platforms, online radio and podcasts have influenced how listeners consume content, prompting broadcasters to diversify their offerings. Integrating digital strategies while maintaining strong terrestrial programming will be crucial in sustaining audience engagement.
Radio advertising remains a strong driver
Despite the growth of digital media, radio advertising remains a key tool for brands in Austria. Radio spots continue to generate strong audience engagement, particularly among 14- to 49-year-olds, the core demographic for private stations. Adopting programmatic audio technology has allowed advertisers to refine targeting strategies and optimize campaign effectiveness.
While digital platforms are expanding, traditional radio advertising retains its impact in terms of brand awareness and audience conversion. This continued relevance reinforces radio’s role in Austria’s advertising market, ensuring the financial stability of both public and private stations as they navigate an evolving media landscape.
The complete report is available here.
