Radio WAUs Blurring broadcast lines
Report by
Annie Langston
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Introduction
- The radio has traditionally thought in terms monthly audiences and reach rather engagement. It is time for radio industry to start thinking terms of weekly engagement so it can better benchmark itself the wider picture of digital
- It is for radio to think in of weekly active users (WAUs)
- As radio steadily declines over time, it imperative to understand the current
- Globally, radio skew older, making the transition digital platforms such as podcasting challenging. However, these are audio so podcasts may more naturally to this demographic than to audiences who may have never talk-based audio content
- Radio companies well-positioned in their local markets play a key role in podcast transition
Key insights
- Germany and have the highest radio WAU rates the largest radio WAU audience segment
- Radio WAUs hours weekly on audio, including listening to podcasts, listening to and hours listening to radio
- Radio WAUs for traditional audio behaviours such buying CDs and vinyl likely symptom of their generational lean
- Radio WAUs for listening to stations on streaming apps and listening to displaying the co-existing behaviours of and on-demand
- Nearly one-third radio WAUs listen to podcasts
- News is top podcast genre among radio followed by comedy and music
- Countries with highest radio WAU penetration, except have a radio-owned podcast platform one of their top podcast
- Radio audiences for skipping both audio and ads, illustrating their continued value advertisers
- Radio WAUs social media platforms are Facebook YouTube
- Radio’s podcast will expand its competition to platforms YouTube and Spotify, meaning companies will need to use deep content expertise to ensure formats grow and thrive across platforms