Radio WAUs Blurring broadcast lines
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- The radio industry has traditionally thought in terms of monthly audiences and reach rather than engagement. It is time for the radio industry to start thinking in terms of weekly engagement so that it can better benchmark itself against the wider picture of digital entertainment
- It is time for radio to think in terms of weekly active users (WAUs)
- As radio consumption steadily declines over time, it is imperative to understand the current userbases
- Globally, radio WAUs skew older, making the transition into digital platforms such as podcasting more challenging. However, these are audio natives, so podcasts may more naturally appeal to this demographic than to younger audiences who may have never experienced talk-based audio content
- Radio companies are well-positioned in their local markets to play a key role in the podcast transition
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