Share of Audio 2016

The GfK Australian Share of Audio is a ground breaking study commissioned by Commercial Radio Australia, to help the industry better understand the evolution of the audio category. The study provides a snapshot of how and where Australians are consuming not just radio, but all audio.

During the two week study conducted in August and September 2016, over 1,000 respondents from a nationally representative sample in the five metropolitan capital cities completed online and paper diaries. Respondents completed a 24 hour audio diary for seven consecutive days, indicating what audio they engaged with, including live Australian radio, live non-Australian radio, Pandora, Spotify, Apple Music, their own music, podcasts, YouTube music videos, TV music channels and other audio. For each time period where audio was consumed, respondents were asked to indicate the place of listening.

Key findings:
  • Australians spend more time listening to radio than any other online or offline audio platform.
  • Live Australian radio accounts for nearly two thirds (64.9%) of all audio listening, followed by owned music (13.0%).
  • Live Australian radio has nearly double the share of all the other audio platforms added together.
  • Live Australian radio has more than seven times the share of Spotify, Pandora and Apple Music combined.
  • On average, Australians listen to 3 hours 23 minutes of audio each day - radio accounts for 2 hours and 12 minutes.
  • Live Australian radio has five times the daily reach of Spotify, Pandora and Apple Music combined.
  • Live Australian radio is the number one audio platform for all demographics.

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

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

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