Australians are listening to lots of radio, according to the GfK Share of Audio study. GfK is the leading Australian radio ratings service, and Share of Audio is a quantification of how Australians listen to all audio sources, similar in scope to the Share of Ear work in the U.S. conducted by Edison Research.
This report was released to synchronize with Radio Alive 2017, the annual commercial radio conference organized by Commercial Radio Australia (CRA), in collaboration with which RAIN produced RAIN Summit Australia.
In the GfK release, daily audio consumption totaled 3 hours and 20 minutes. Live radio accounted for 65.3% of time spent listening to audio in the country, edging up from 64.9% last year. It was the leading platform for all age brackets surveyed, including the 10-17 and 18-24 demographics. That metric for time spent listening exceeds the U.S. number (51%) disclosed in Edison’s Q2 Share of Ear report.
GfK also found that 68.4% of Australians listen to live radio every day.
Owned music collections and streaming services were the second and third largest shares with 12.6% and 11%, respectively. Although it came second, the share for owned music dipped 0.4% in the 2017 findings. The streaming share was up 1.8% from the year prior — the biggest year-over-year gainer. GfK included Pandora, Spotify, and Apple Music in its streaming data. Online music videos had a 3.3% share and podcasts’ share was 3.2%.
“The research shows radio is continuing to dominate the battle for ears in a rapidly evolving audio landscape,” Joan Warner, CEO of Commercial Radio Australia, said of the results. “While time spent listening to music streaming also increased, it has been at the expense of owned music, rather than radio.”
The survey includes data from 1,500 Australians. It was carried out from June 25 to July 22, meaning it includes use of Pandora before the audio platform shut down operations in Australia and New Zealand. The results were presented at the Radio Alive industry event.