Radio and Digital Audio Listeners

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Spotify has said that its free ad-supported service commands a greater share of unique listeners compared to UK commercial radio stations, however industry trade body Radiocentre has said the numbers fail to illustrate the “bigger picture”.

The streaming service worked with TNS to question 2040 UK adults aged 15 to 65 around the reach and quality of its free service. The survey found evidence to suggest that it was able to reach audience segments who are not listening to commercial radio at all. For example, where the UK’s largest commercial radio station Capital reaches 12% of listeners who don’t listen to music on Spotify, the streaming provider reaches 19% of people who don’t listen to Capital. The overlap between the audiences is just 10%.

Globally, Spotify has 140 million active users including 60 million paying subscribers. The study also found that Spotify Free and commercial radio listeners in the UK have a similar gender breakdown, but said Spotify Free skews a more millennial audience.

Mark Barber, planning director at Radiocentre, commented that the “bigger picture” wasn’t being represented. He said that in his view RAJAR MIDAS was the “industry standard” for measuring listening to all forms of audio. The RAJAR figures claim that live radio accounts for 70% of all time UK audience listening time, which illustrates that radio remains “the dominant audio format by a long way for all demographics in terms of both reach and time spent listening”.

He continued: “The good news for advertisers is that streamed music services are helping to grow overall commercial audio listening by eating into time people previously spent with their personal music collection, therefore opening up audio opportunities previously inaccessible to advertising.”

Here at RadioWorks, we love audio! We work with both radio stations and digital audio partners and are happy to recommend the best option for your needs, whether it be tradional spot advertising, brand integration solutions or digital audio advertising – or a combination! Give us a call on 0207 907 0670 and we can talk through your brief and work out the right option for you.


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