Radio is still the most consumed audio at 83%, but streamed music and podcasting have found their place in the market
Dentsu Aegis Network (DAN) and Urban Media launched their collaborative research project, Sound Affects. The aim of the project was to understand how people in Ireland are listening to audio content today, in a world where choice is almost unlimited, from podcasts and streamed music to terrestrial and digital radio.
The findings show that live radio still has the greatest penetration, but streamed music and podcasts are catching up.. Streamed music has the greatest penetration with those under 30 years of age with live radio and podcasts coming in second and third place.
The study showed that of the 1.7 million listeners who listen to streamed music, 64% listen to a paid streamed service, and 88% listen to free service.
Absolute dominance of mobile in the audio space means that mobile phones are now the most listened to device, together with car radios. 70% of people listen to audio via a mobile phone. This listening is most likely via headphone and that experience is different – it’s more personal and more engaged.
The survey found each channel is serving a different need with people mostly listening to radio to be informed. Streamed music is chosen based on mood while Podcasts are primarily seen as a source of knowledge and entertainment.
When it comes to communication in the audio space there is a lot of good news. 8 in 10 people are willing to listen to audio advertising and we know that ad length and timing is less intrusive to consumers in an audio context. The research has also shown the importance of indigenous Irish content, with 90% of listeners likely or more likely to listen to a podcast if it is Irish made.
Brian McCarthy, National Sales Director of urbanmedia added:
“This research will help Irish marketeers to understand the opportunities that are now available in this new digital audio landscape. While traditional radio had some limitations, the new audio landscape provides endless opportunities. Urban Media have set up our business to help our clients be brave with audio and our challenge is now to push the boundaries of how effective audio can be. Our offering now includes market leading traditional radio, technology led digital steaming and some of the best young podcast talent in the country all under one roof. With the audio quality of traditional radio, the scope of content podcasting can deliver and the right consultative approach we look forward to creating lots of great audio into the future”
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