Reports Music

Radio 2018 Streaming’s Continuing Impact

Report by Mark Mulligan
Cover image for Radio 2018
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The 20,000 Foot View:  This is a 2018 update to MIDiA’s 2017 report exploring the impact of streaming on radio audiences. The underlying data comes from MIDiA’s quarterly consumer tracker which was first fielded in        2016.

Key Findings: 

  • Radio listener penetration across the US, UK, Canada and Australia, fell from        in        2016 to        in        2017
  • Listener penetration then rebounded to        in        2018 before dropping to        in        2018
  • Radio listeners far outweigh free streaming audiences –        to        – in the big English-speaking markets
  • Radio’s share of audiences over the age of               is more than twice the size of streaming’s share        among this age cohort
  •        of radio audiences are teenagers compared to        for streaming
  • In 2018 free streaming started to acquire new audiences, jumping to        in        2018 and then up to        in        2018
  • In        2016 the gap between radio and streaming audiences was        by        2018 the gap was       
  • Over the same period, the percentage of consumers that only listen to radio fell from        to       
  • Just        of consumers said they are listening to less radio because they are streaming music more
  • This rate is lowest in markets where streaming is more nascent – e.g. Germany and Japan – and highest in emerging markets e.g. Brazil and Mexico
  • Weekly listeners of radio stations are the most valuable audiences for radio broadcasters
  • Across the UK, Australia and Canada most leading radio channels average around        overlap with streaming usage
  • Radio is only just ahead of YouTube / Vevo for music discovery        compared to        while audio streaming is a distant third on       
  •        of        year olds rely upon YouTube/Vevo for music discovery, followed by        for radio and        for streaming audio

Companies and brands mentioned in this report:               ABC, AdsWizz, BBC, BOOM-FM, CBC Radio One, CBC Radio Two, CHFI-FM, CHUM-FM, Capital FM, Digital Audio Exchange, Global Radio, Heart, KIIS-FM,        Kiss, Magic, NOVA        NPR, Pandora, Radio        Radio        Radio        Smooth FM, Spotify, Vevo, WBMP-FM, WHTZ-FM, WSFM, YouTube

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