As digital audio continues to grow in popularity, understanding how audiences consume audio content is crucial for broadcasters, advertisers, and content creators.
Audio listening in the UK remains robust, with 98% of adults (56 million people) tuning in weekly, according to the Winter 2024 MIDAS report. On average, listeners engage with their favorite audio formats—live and catch-up radio, on-demand music, podcasts, owned music, and audiobooks—for 28.7 hours per week. Total weekly listening hours have reached over 1.6 billion, a 16% increase since Winter 2019. The report offers insights by age and gender, highlighting varied preferences and trends.
Source: RAJAR’s Audio Survey ‘MIDAS’ Winter 2024
The Dominance of Live Radio
Live radio remains the cornerstone of audio consumption in the UK. Despite the rise of digital audio platforms, live radio still commands 65% of total audio listening hours among adults.
Source: RAJAR’s Audio Survey ‘MIDAS’ Winter 2024
This trend is even more pronounced among older demographics, with 81% of those aged 55+ primarily tuning into live radio. Radio’s role as a reliable companion is underscored by its popularity during everyday activities such as driving, relaxing, working, or studying.
The Growth of Podcasts and On-Demand Music
Podcasts continue their upward trajectory, reaching 26% of the UK population weekly, with listeners averaging around 8 hours of engagement. Podcasting has seen a 54% increase in listening hours since Winter 2020, highlighting its growing influence.
Source: RAJAR’s Audio Survey ‘MIDAS’ Winter 2024
Comedy, News, politics, and Sports are among the most popular genres, with True-Crime content particularly resonating with female listeners.
On-demand music services like Spotify also hold a significant market share, with 37% of the population listening weekly.
Interestingly, half of all on-demand music listeners are under 35, and 62% of these listeners use premium (ad-free) services. Mobile devices dominate this category, accounting for 65% of on-demand music consumption.
Connected Audio’s Rising Influence
The MIDAS report reveals a substantial growth in connected audio, which includes any audio content streamed online. This category now reaches 70% of the population, with an average of 18 hours of listening per week.
Source: RAJAR’s Audio Survey ‘MIDAS’ Winter 2024
While connected audio is expanding, traditional broadcast radio remains strong, proving that online and offline audio formats hold value for different audience segments.
Audio Consumption by “Need States”
One of the unique aspects of the MIDAS report is its analysis of “need states,” or the reasons people choose specific audio formats. For live radio, “keeping me company” is a significant driver, with 300,000 hours per week spent for this reason. Podcasts, while showing lower absolute numbers, also serve similar needs, particularly for relaxation and staying informed.
Demographic Differences in Audio Listening
The report also highlights demographic trends in audio consumption. Younger audiences (15-24) are the only group where on-demand music services outpace live radio, indicating a generational shift towards digital audio.
Source: RAJAR’s Audio Survey ‘MIDAS’ Winter 2024
Podcasts also attract a younger audience, with 22% of young adults tuning in weekly and spending around 10 hours on average.
Source: RAJAR’s Audio Survey ‘MIDAS’ Winter 2024
Takeaways for Advertisers and Content Creators
These insights offer valuable guidance for marketers and audio content creators. Live radio’s broad reach and trusted status make it a powerful platform for brand messaging. Meanwhile, the rise of podcasts and on-demand music provides opportunities for targeted, niche content that aligns with specific audience interests and need states.
As the audio landscape diversifies, staying attuned to these listening habits will maximise engagement and deliver impactful audio experiences to audiences across the UK.
For more detailed live radio data, visit the latest RAJAR release here. Download the results of RAJAR’s Audio Survey ‘MIDAS’ Winter 2024 here.
Source: RAJAR’s Audio Survey ‘MIDAS’ Winter 2024
