Radio remains dominant commercial audio format
Radio remains the dominant commercial audio format, according to summer 2024 survey data from Rajar Midas.
The survey found that commercial radio maintained a “steady” 84% share of commercially accessible audio hours.
This is the same share of listening as the previous four Midas surveys, implying a strong level of stability in commercial radio listening relative to other commercial audio options.
That includes podcasts, which were found to receive 11% share of commercially accessible audio hours. This is followed by free, ad-supported on-demand music (5% share).
Notably, the survey also found that commercial radio’s popularity extends to 15-34s. Radio has a 70% share of commercial audio hours among this youngest cohort, compared with 20% for podcasts and 10% for on-demand music.
“It’s great to see commercial radio still accounts for the biggest share of commercially accessible audio hours in the UK, even with younger audiences,” said Radiocentre CEO Matt Payton. He added the data confirms “why radio remains the centrepiece of those audio advertising campaigns that deliver the biggest impact”.
Still, broader listening trends continue to show a shift away from commercial radio among younger people. According to Midas, whereas live radio maintains an 84% share of total audio listening for over-55s, this falls to just 37% for 15-24s.
Instead, a plurality share of listening among the 15-24 age bracket is done via on-demand music (44%), although not all of that listening occurs on commercial platforms.
