GFK AUSTRALIAN SHARE OF AUDIO Deb Hishon, Media Measurement Director. GfK
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1 GFK AUSTRALIAN SHARE OF AUDIO Deb Hishon, Media Measurement Director. GfK
2 Audio types captured in the diary * Live Australian Radio Other^ Other Radio Online Music Videos TV Music Channels Owned Music Audio Books Other Audio Source: GfK Share of Audio, P10+ *Both free and paid service ^Both free and paid services e.g. YouTube Music, TIDAL, Deezer, Google Play Music, Amazon Music, Soundcloud, etc.
3 How is Other Audio defined? The majority of Other Audio has been clarified with the respondent Included Music playing at various locations (gym, shopping centres, place of work, restaurant) DJ, pub music and parties Live concerts Removed: Television / movie / video viewing Gaming Band, choir and music practice Music lessons / playing an instrument Source: GfK Share of Audio, P10+
4 Share of Audio 62.3% 4.8% 0.8% 15.3% Paid 10.4% 3.4% 1.4% * Other^ Live Australian Radio Other Radio Online Music Videos 3.8% 8.6% 1.6% 2.7% TV Music Channels Owned Music Audio Books Other Audio *Both free and paid service ^Both free and paid services e.g. YouTube Music, TIDAL, Deezer, Google Play Music, Amazon Music, Soundcloud, etc. Source: GfK Share of Audio, P10+, Share of listening (%), Mon-Sun 12mn-12mn
5 Share of Audio Metro Only Live AU Radio Paid Your Own Music Online Music Videos Other Audio* Radio remains the dominant audio platform The growth in streaming has primarily come from owned music and Audio Books also experienced growth in Source: GfK Share of Audio, SMBAP, P10+, Share of listening (%), Mon-Sun 12mn-12mn * Other Audio includes audio books, TV music channels & non-au radio
6 Share of listening by streaming service 6% 9% 10% 49% 68% 66% 26% of streaming listening is paid of Spotify listening is paid Spotify (Paid) Spotify () Other () Other (Paid) Apple Music Source: GfK Share of Audio, P10+, Share of listening (%), Mon-Sun 12mn-12mn
7 Spotify Share of listening Paid vs. by age 84% of Spotify streaming listening by P18-24 is paid Total Spotify P10-17 P18-24 P25-39 P40-54 P55-64 P65+ Spotify Paid Spotify Source: GfK Share of Audio, P10+, Share of listening (%), Mon-Sun 12mn-12mn
8 Daily Time Spent 2:05 0:09 0:01 0:30 0:06 0:02 Paid 0:20 * Other^ Live Australian Radio Other Radio Online Music Videos 0:07 0:17 0:03 0:05 TV Music Channels Owned Music Audio Books Other Audio *Both free and paid service ^Both free and paid services e.g. YouTube Music, TIDAL, Deezer, Google Play Music, Amazon Music, Soundcloud, etc. Source: GfK Share of Audio, P10+, Average time spent listening (hh:mm), Mon-Sun 12mn-12mn
9 Daily Time Spent Metro Only Live AU Radio Paid Your Own Music 0:09 0:07 0:14 0:07 0:06 0:16 0:21 0:25 2:04 2:10 Live Australian Radio continues to dominate Growth in time spent listening to streaming has mostly come from owned music Online Music Videos Other Audio* 0:06 0:06 0:09 0: :00 0:15 0:30 0:45 1:00 1:15 1:30 1:45 2:00 2:15 Source: GfK Share of Audio, P10+, Average time spent listening (hh:mm), Mon-Sun 12mn-12mn * Other Audio includes audio books, TV music channels & non-au radio
10 Daily Reach 66.4% 1.4% 21.3% 8.2% 6.7% 2.9% Paid 13.9% * Other^ Live Australian Radio Other Radio Online Music Videos 6.8% 14.8% 2.9% 3.4% TV Music Channels Owned Music Audio Books Other Audio *Both free and paid service ^Both free and paid services e.g. YouTube Music, TIDAL, Deezer, Google Play Music, Amazon Music, Soundcloud, etc. Source: GfK Share of Audio, P10+, Average time spent listening (hh:mm), Mon-Sun 12mn-12mn
11 Daily Reach Metro Only Live AU Radio Paid Radio remains the widest reaching audio platform The growth in streaming has primarily come from owned music Your Own Music , Online Music Videos and Audio Books also experienced growth in Online Music Videos Other Audio* Source: GfK Share of Audio, SMBAP, P10+, Daily Cume (%), Mon-Sun 12mn-12mn * Other Audio includes audio books, TV music channels & non-au radio
12 Daily Reach % by streaming service Nearly two thirds of streaming listeners use paid services Daily Reach % Total 15.8% Paid 9.5% 6.6% 2.9% Other Music Total 3.7% ^ Paid 1.9% 1.8% Source: GfK Share of Audio, P10+, Daily Cume (%), Mon-Sun 12mn-12mn ^e.g. YouTube Music, TIDAL, Deezer, Google Play Music, Amazon Music, Soundcloud, etc
13 Share of Audio in a Commercial Environment
14 Establishing the Commercial environment Removing audio sources such as owned music, paid streaming, non-au radio, audio books and other audio provides a picture of the commercially competitive landscape. Commercial Radio figures have been calculated using Radio Ratings figures from the equivalent survey period, with results calculated at a 10+ level, as well as by age group. Commercial environment includes: Commercial Radio* Source: GfK Share of Audio, P10+ *Commercial Radio has been calculated by adjusting Live AU Radio take into account the proportion of listening done to ABC stations.
15 The Commercial Environment 6.4% 5.4% 2.1% 7.8% People 10+ Share of Commercial Audio 78.3% Commercial Radio* Source: GfK Share of Audio, P10+ *Commercial Radio has been calculated by adjusting Live AU Radio take into account the proportion of listening done to ABC stations.
16 When are people listening to commercial audio? Commercial Radio is the dominant audio platform across each daypart Commercial Radio* Mon-Fri 5:30am-9am Mon-Fri 9am-12md Mon-Fri 12md-4pm Mon-Fri 4pm-7pm Mon-Fri 7pm-12mn Sat-Sun 5:30am-12mn Source: GfK Share of Audio, SMBAP, P10+, Share of commercial listening (%) *Commercial Radio has been calculated by adjusting Live AU Radio take into account the proportion of listening done to ABC stations.
17 Where are people listening to commercial audio? The majority of commercial audio listening is at home Home Share of listening 51.6% 74.8 Commercial Radio* Online Music Videos Car Share of listening 27.6% 89.6 Commercial Radio* Online Music Videos Work Share of listening 16.7% 81.0 Commercial Radio* Online Music Videos Elsewhere Share of listening 4.2% Commercial Radio* Online Music Videos Source: GfK Share of Audio, SMBAP, P10+, Share of Commercial Listening, Mon-Sun 12mn-12mn * Other Audio includes audio books, TV music channels & non-au radio
18 Commercial Share of Audio: P10-39 P10-17 P18-24 P25-39 Commercial Radio* 42.6 Commercial Radio* 47.4 Commercial Radio* Source: GfK Share of Audio, SMBAP, Share of listening (%), Mon-Sun 12mn-12mn *Commercial Radio has been calculated by adjusting Live AU Radio take into account the proportion of listening done to ABC stations.
19 Commercial Share of Audio: P40+ P40-54 P55-64 P65+ Commercial Radio* 82.4 Commercial Radio* 92.3 Commercial Radio* Source: GfK Share of Audio, SMBAP, Share of listening (%), Mon-Sun 12mn-12mn *Commercial Radio has been calculated by adjusting Live AU Radio take into account the proportion of listening done to ABC stations.
20 Commercial Daily Time Spent: P10-39 P10-17 P18-24 P25-39 Commercial Radio 0:35 Commercial Radio 0:35 Commercial Radio 1:11 0:28 0:11 0:10 0:04 0:13 0:12 0:13 0:12 0:09 0:02 0:01 0:03 Source: GfK Share of Audio, SMBAP, Share of listening (%), Mon-Sun 12mn-12mn *Commercial Radio has been calculated by adjusting Live AU Radio take into account the proportion of listening done to ABC stations.
21 Commercial Daily Time Spent: P40+ P40-54 P55-64 P65+ Commercial Radio 1:54 Commercial Radio 2:15 Commercial Radio 2:33 0:08 0:03 0:01 0:08 0:03 0:01 0:03 0:02 0:00 0:04 0:02 0:00 Source: GfK Share of Audio, SMBAP, Share of listening (%), Mon-Sun 12mn-12mn *Commercial Radio has been calculated by adjusting Live AU Radio take into account the proportion of listening done to ABC stations.
22 Commercial Daily Reach: P10-39 P10-17 P18-24 P25-39 Commercial Radio 44.7 Commercial Radio 35.5 Commercial Radio Source: GfK Share of Audio, SMBAP, Share of listening (%), Mon-Sun 12mn-12mn *Commercial Radio has been calculated by adjusting Live AU Radio take into account the proportion of listening done to ABC stations.
23 Commercial Daily Reach: P40+ P40-54 P55-64 P65+ Commercial Radio 60.9 Commercial Radio 67.3 Commercial Radio Source: GfK Share of Audio, SMBAP, Share of listening (%), Mon-Sun 12mn-12mn *Commercial Radio has been calculated by adjusting Live AU Radio take into account the proportion of listening done to ABC stations.
24 Last sound bites Australian Radio accounts for over 60% of all audio listening Australian Radio is the #1 audio platform consumed by the under 40s Australians spend twice as long listening to Live AU Radio than ALL other platforms combined 60% of Spotify listeners are using the paid service and cannot be reached by ads Commercial radio is the dominant audio platform across all dayparts Live Commercial AU Radio #1 audio platform % 40+ Over two thirds of streaming listening is to a paid subscription
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