The audio landscape is constantly changing. New platforms, technologies and devices are providing more content and more touchpoints for listeners to engage with audio throughout the day. This innovation is providing new opportunities for advertisers to deliver targeted messages.
 
Radio broadcasters are using multiple audio platforms to engage their audiences, including broadcast radio via AM/FM/DAB+, as well as radio streams delivered via catch-up podcasts, smart speakers, apps and websites.
 
The Infinite Dial Australia is a comprehensive study of broadcast and digital audio consumption and has been running since 2017. The study is commissioned by Commercial Radio Australia, Southern Cross Austereo via their PodcastOne subsidiary, and Triton Digital. Now in its fourth year and modelled on the long-running Infinite Dial US study, it is widely considered the authoritative report into digital media consumer behaviour in Australia.
 
The 2020 research was conducted in the first quarter, prior to the COVID-19 restrictions being announced, and is a nationally representative telephone survey of 1,014 Australians aged 12+.
 
Topline findings from the 2020 study:

  • 82% of Australians listen to AM/FM/DAB+ radio over-the-air, online or via catch-up podcasts each week, remaining steady on the 83% who listened in 2019
  • Radio remains the leading in-car audio entertainment, with 83% of Australians listening to AM/FM/DAB+ radio in the past month, compared to 33% who had listened to online audio streaming services, 32% a CD player, 19% owned digital music and 14% a podcast.
  • Podcast listening is growing steadily, with 17% listening to a podcast in the last week, up from 15% in 2019 and 13% in 2018
  • Smart speaker ownership continued to grow steadily, with 17% of survey respondents owning at least one device, up from 13% a year ago
  • Radio remains highly relevant in Australia and continues to perform strongly, with 82% of Australians listening weekly, compared to 65% in the US, 69% in Canada and 62% in Germany
Catch up on the webinar with Larry Rosin (President, Edison Research) here.
 


For more information, please email Briony McLean (Research & Insights Strategist) or call 02 9281 6577.

This data may not be used for, or in association with, any commercial purposes without Commercial Radio Australia’s prior consent.