GfK Survey 3 reveals 1 in 4 listeners stream commercial radio: CRA

Industry body Commercial Radio and Audio (CRA) says GfK Survey 3 reveals almost 26% of listeners streamed commercial radio while the number of total listeners hit an all-time high of 12.24 million.

Radio 360, the commercial radio industry’s new audience measurement system, has delivered for the first time the total broadcast and streaming audience figures for each radio station in the five major metro markets.

CRA reports listener numbers were up 3.6%, or over 420,000 year on year, with 82.3% of all Australians 10+ listening to commercial radio each week.

“Radio 360 is a new, hybrid measurement system that shines a light on the rapidly growing digital audio streaming audience,” says CRA Chief Executive Ford Ennals.

“Commercial radio audiences have never been stronger and the options for people to engage with radio is ever increasing. In GfK’s Survey 3, Radio 360 has revealed who is streaming and where they are listening. And the data, from multiple data sources, is robust, accountable and independently audited.”

“The way people consume radio is constantly evolving and Radio 360 aligns with the changing landscape of audio consumption,” Ford said.

“Young Australians are the heart of radio’s growth and are listening to radio more than ever before. The number of listeners aged 10 to 24 was up 6% year on year to 2.8 million people, with one in three streaming each week.”

It was found that people stream commercial radio from home more than any other location, with 2.3 million people listening from home, compared to 1 million listening in the car, 930,000 listening at work, and 770,000 streaming elsewhere.