Radio is the top source of audio consumption for Australians, with 85% listening to either an AM/FM or a DAB+ station in an average week. That’s the update in Edison Research’s new report: The Infinite Dial Australia. Commercial Radio Australia, Southern Cross Austereo, and Triton Digital commissioned the investigation into the digital media consumption of Australians.
Cars are a key driver of listening, with 89% tuning in to AM/FM radio “sometimes” in their vehicles and nearly 50% listening “almost every time” they get behind the wheel. DAB+ sets are gaining traction in cars, with 10% of people reporting that they use the digital broadcast system almost every time they’re in the car. Australia has 36 vehicle brands that include DAB+.
Even though radio still leads the pack with twice the audience of all streaming (43%), streaming is still posting solid results. Spotify listenership in an average week is 21%. Pandora posted 8%, Apple Music had 6%, and Google Play All Access had 2%. The recent announcement that Pandora will be ending operations its Australia could have a big impact on future research for this market.