New data from ARN shows radio streaming up 10% in lockdown
Australian Radio Network has released fresh data that shows continued audience growth across its radio and digital platforms, including on-demand audio and podcasts.
The new insights look at listening behaviours and consumption patterns, at a time when Aussies were at home in unprecedented numbers during the lockdown, being March and April.
The broadcaster also released some data last month, which signalled a 5% increase in time spent listening across The Edge, KIIS and Pure Gold networks.
ARN’s chief commercial officer, Pete Whitehead, said audiences were listening to the radio in an effort to “create an office ambience” and to “lift their energy” while working from home.
The latest figures suggest radio streaming experienced growth of 10%, while its various websites experienced a 48% traffic spike and social engagement grew by 48%.
Music streaming also enjoyed a bump on the iHeartRadio platform, up by 7%, and the iHeartPodcast Network felt a 9% increase in overall listening.
As consumption behaviours shifted during the pandemic, ARN says its content teams responded “rapidly” with breakfast shows remaining on-air beyond their scheduled finish time.
Programmers increased the variety and depth of music played on the KIIS and Pure Gold networks as people listen for longer across the workday.
“This further reinforces what we already know about the power of music and how audiences use music as a mood regulator to adjust or enhance how they feel,” said Whitehead.
The latest podcast data from ARN’s iHeartPodcast Network suggests increased demand for entertainment and lifestyle podcasts, including travel, health and beauty formats.
Streaming of news and comedy genres also improved, but the once unbeatable appetite for genres like true crime and sports content decreased, according to ARN.