Reports Music

Radio 2018 Streaming’s Continuing Impact

Report by Mark Mulligan
Cover image for Radio 2018
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The 20,000 Foot View:  This is a 2018 update to MIDiA’s 2017 report exploring the impact of streaming on radio audiences. The underlying data comes from MIDiA’s quarterly consumer tracker which was first fielded in            2016.

Key Findings: 

  • Radio listener            across the US, UK, Canada            Australia, fell from            in            2016                       in            2017
  • Listener penetration            rebounded to            in            2018 before            to            in            2018
  • Radio listeners            outweigh free streaming audiences –                       – in the big English-speaking           
  • Radio’s share            audiences over the age of            more than twice the size            streaming’s share            among this age           
  •            of radio audiences are teenagers compared to            for streaming
  • In 2018            streaming started to acquire new            jumping to            in            2018 and            up to            in            2018
  • In            2016            gap between radio and streaming            was            by            2018 the gap                      
  • Over the            period, the percentage of consumers            only listen to radio fell                       to           
  • Just            of            said they are listening to            radio because they are streaming            more
  • This rate            lowest in markets where streaming            more nascent – e.g. Germany            Japan – and highest in            markets e.g. Brazil and Mexico
  • Weekly listeners            radio stations are the most            audiences for radio broadcasters
  • Across the            Australia and Canada most leading            channels average around            overlap with            usage
  • Radio is            just ahead of YouTube /            for music discovery            compared to            audio streaming is a distant            on           
  •            of            year olds rely upon YouTube/Vevo for music discovery, followed by            for radio and            for streaming audio

Companies and brands mentioned in this report:                       ABC, AdsWizz, BBC, BOOM-FM, CBC Radio One, CBC Radio Two, CHFI-FM, CHUM-FM, Capital FM, Digital Audio Exchange, Global Radio, Heart, KIIS-FM,            Kiss, Magic, NOVA            NPR, Pandora, Radio            Radio            Radio            Smooth FM, Spotify, Vevo, WBMP-FM, WHTZ-FM, WSFM, YouTube