Nine achieves double-digit growth for digital streaming in July
Nine Radio has announced that the network’s digital streaming numbers experienced an increase during the month of July.
According to figures released this week by the radio network, it recorded more than 11 million streams across 2GB, 3AW, 4BC and 6PR for the month, up 11% on June.
Total listening hours rose by 7% to 10.3 million, while the network’s cumulative listeners increased by 9% to hit 1.6 million.
The increase in listeners can likely be attributed to much of Australia being forced into lockdown for most of the month, with Sydney’s 2GB recording an impressive 27% increase in digital streams.
Hayley Bourne, Nine’s head of digital audio, said the figures demonstrated the prevalence of talk radio, noting a growing trend among audiences tuning in via digital apps and smart devices.
“This is the first time we’ve released a clear digital snapshot to market and what you can see through 11 million stream starts with an average session time of 59 minutes, is a highly engaged and valuable audience,” Bourne said.
“COVID and the recent lockdowns played a role in last month’s streaming growth especially during traditional workday hours. Ray Hadley’s decision to broadcast the NSW Premier’s media conference at 11am each day on 2GB has seen a 48 percent increase in stream starts of his program.
“These numbers reinforce the fact that talk radio – with its live and local nature – is highly sought-after content, through traditional or digital platforms.”
In May, Nine Radio announced an overhaul of its radio operations as it looked to transition from analogue to digital audio, appointing Bourne to drive the network’s operations.
The network says that it will continue to release regular snapshots of its digital audio listenership as it continues to push further into the sector.