The continued boom in music-streaming and podcasts suggests that the audio sector continues to offer many opportunities for brands.
That is according to a white paper, The Growing UK Audio Landscape, published by Adwanted UK, the parent of The Media Leader. The report now encompasses the latest Rajar Q2 data.
Rajar figures show that weekly reach in radio as a whole has remained steady in Q2, but growth is far more pronounced when looking at all digital and total online.
Rajar Q2 2024: Top takeaways
Adwanted’s own Connected Screens survey found that, although claimed live radio listening has declined slightly from 2016 to 2024, it remains high at 79% of the population.
This figure is higher for older age groups; for the 65-plus demographic, for example, reach is at 93%.
Among other audio types, age also plays a significant role. Music-streaming has the highest reach among 16-24s, while podcasts reach more 25-34s compared with other age groups.
According to Connected Screens, although live radio has seen a marginal fall in listening, music-streaming and podcasts have grown strongly over the same period.
Podcasts now attract 84m listening hours per week — more than twice the figure from six years ago.
When it comes to streaming, while Spotify is the dominant player and continues to increase monthly reach, Adwanted found growth in H1 for all the other major platforms that it tracks: Apple Music, Amazon Music, BBC Sounds and YouTube Music.
Anne Tucker, head of research at Adwanted UK, said: “In this latest update of our well-received audio white paper, it’s great to see the continued fantastic health of linear radio, with Rajar data demonstrating it continuing to reach 88% of the UK population on a weekly basis.
“Add in the growth opportunities around music streaming and podcasts, and audio is in a great place as we enter the second half of 2024.”
For more detailed insights into the UK audio landscape, including the latest figures, download the full white paper below:
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more information on J-ET, Audiotrack or our RAJAR data engine. To access our audio industry directory, visit
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