The ongoing boom in music streaming and podcasts suggests that the greatest opportunities in audio lie in digital formats beyond linear radio.
This is stated in a white paper. The growing British audio landscapepublished by Adwanted UK, the parent company of The media guideThe report now includes the latest Rajar data for the second quarter.
Rajar figures show that overall weekly radio reach remained stable in the second quarter, but the growth is far more pronounced when you consider all digital and online content.
Rajar Q2 2024: Key Takeaways
Adwanted’s own Connected screens A survey found that while the proportion of live radio listeners declined slightly between 2016 and 2024, it is still high at 79% of the population.
This value is higher for older age groups; for example, in the 65+ age group the reach is 93%.
Age also plays an important role for other types of audio. Music streaming has the highest reach among 16- to 24-year-olds, while podcasts reach more people between 25 and 34 compared to other age groups.
Accordingly Connected screensAlthough the number of listeners to live radio has declined slightly, music streaming and podcasts have increased significantly over the same period.
Podcasts are now listened to 84 million hours per week – more than twice as many as six years ago.
While Spotify is the dominant player in streaming and continues to increase its monthly reach, Adwanted also saw growth in the first half of the year on all other major platforms it tracks: Apple Music, Amazon Music, BBC Sounds and YouTube Music.
For more detailed insights into the UK audio landscape, including the latest figures, download the full white paper below: