What's New July 3, 2024

Radio the audio of choice for 8 out of 10 Australians: Infinite Dial 2024

Reporter

Australian radio has grown its audience to 81% of the population and is the number one choice for in car listening, according to Infinite Dial 2024 Australia, released today by Commercial Radio & Audio (CRA) and Edison Research.

The 8th annual report was presented today and discussed among a panel of experts during a webinar headed up by Larry Rosin, President of Edison Research, and moderated by Unmade Founder Tim Burrowes.

The report found Australian radio’s reach is five times larger than ad supported music streaming such as Spotify.

“The Infinite Dial 2024 Australia shows that more than 8 out of 10 Australians are tuning in to radio, with significant engagement across all demographics,” said CRA’s Chief Commercial Officer Jo Dick.

“The number of 25-54 year olds listening to radio online has more than doubled in the past three years, demonstrating audiences are embracing the way radio and audio fits into their lifestyle.”

Rosin said “The Infinite Dial 2024 Australia study demonstrates the strong global position of the Australian audio industry, with robust engagement across different platforms, including traditional AM/FM/DAB+ radio, online radio, and podcasts.

Radio was found to be the top choice for in-car listening, with 88% using it as an audio source in cars, and in-car streaming radio listening has risen 75% in two years.

The report also showed smart speaker ownership in Australia has doubled in four years.

In breaking down the findings, Nicole Bence, Chief Commercial Officer at Nova Entertainment, discussed diversification and how best to bring younger audiences into the audio ecosystem.

Rosin said when it comes to the younger demographic, “Everything is (about) the phone,” and this needs to be taken into account when it comes formulating future strategies.

Also on the panel was Lucy Formosa Morgan, Managing Director at Magna Australia, who noted the strong growth of digital audio.

While Abi Wallis, Head of SCAiQ, referenced the importance of audio’s convenience factor, enabling us to be productive at the same time as listening.

For more insights from the Infinite Dial 2024 Australia here.