CRA has announced that, according to GfK survey 3, almost 26% of Australian listeners streamed commercial radio while total listeners hit an all-time high of 12.24 million. Radio 360°, the Australian commercial radio industry’s new audience measurement system, has delivered for the first time the total broadcast and streaming audience figures for each radio station in the five major metro markets.
Listener numbers were up 3.6%, or over 420,000 year on year, with 82.3% of all Australians 10+ listening to commercial radio each week. Listener numbers were up in all day parts, and time spent listening increased 47 minutes year on year to 13 hours 13 minutes.
Cumulative audiences are up year to date for all commercial radio, which includes commercial DAB+, commercial FM and commercial AM radio.
Radio 360° revealed almost 3.2 million Australians stream commercial radio each week. Listeners spent an average of 4 hours and 24 minutes streaming, mainly in the breakfast, morning and afternoon day parts.
Changing landscape of audio consumption
“Radio 360° is a new, hybrid measurement system that shines a light on the rapidly growing digital audio streaming audience,” Ford Ennals, chief executive officer of CRA, said.
The way people consume radio is constantly evolving, and Radio 360° aligns with the changing landscape of audio consumption.
Ford Ennals, CEO of CRA
“Commercial radio audiences have never been stronger, and the options for people to engage with radio are ever increasing. In GfK’s survey 3, Radio 360° has revealed who is streaming and where they are listening. And the data from multiple sources is robust, accountable and independently audited,” Ford said.
“The way people consume radio is constantly evolving, and Radio 360° aligns with the changing landscape of audio consumption,” Ford said.
The figures suggest that young Australians are at the heart of radio’s growth and are listening to radio more than ever. The number of listeners aged 10 to 24 was up 6% year on year to 2.8 million people, with one in three streaming each week.
Australians stream commercial radio from home more than any other location, with 2.3 million people listening from home, compared to 1 million listening in the car, 930,000 listening at work, and 770,000 streaming elsewhere.
CRA revealed the new dynamic Radio 360° Dashboard, which provides an in-depth look at survey results. View the dashboard here.
You can watch the Radio 360° video here.