INTRODUCTION In today s connected world, radio has transformed into a truly anytime, anywhere, anyhow experience. The MIDAS Survey is designed to provide context and insight into how when and where radio content is being consumed in this liberated environment. With the increasing penetration of connected devices such as tablets and smartphones, MIDAS shows how listeners are embracing the multi-platform and multi-device offering, as well as how radio-ondemand is contributing to listening behaviour. It also reveals the activities they are doing whilst listening, where they are listening, and who they are listening with. MIDAS Measurement of Internet Delivered Audio Services 1
AUDIO TYPES include Any Listen Again/Catch-up radio On-Demand Music Services (e.g. Spotify, Apple Music,) Podcasts (music and speech based) Live Radio Digital Tracks (e.g. mp3,wmv,aac Music and Non Music) CDs Cassette tapes/ Vinyl records DVD/Video/Subscription TV Online Video / Audio clips (e.g. on YouTube/ Facebook) Any TV Viewing (Inc. Live, Catch-up and On-demand) Video games (consoles/ mobiles) Other SUB AUDIO TYPES BBC/Other Radio Music-based Listen again BBC/Other Radio Speech-based Listen again Spotify/Google Play/Amazon Prime/ Apple Music/Soundcloud/Deezer BBC/Other Radio/ Other music podcast BBC/Other Radio/ Other speech podcast Online Video clips Music/Non Music Facebook Vimeo YouTube Other DEVICES include AM/FM Radio DAB Digital Radio Digital Media Player (e.g. ipod, Amazon Firestick, Chromecast Home games console (e.g. Sony Playstation, Nintendo Wii, Xbox) Any TV set Desktop / Laptop computer Mobile Phone Portable games console (e.g. Nintendo DS, Sony PSP) Record player / decks (vinyl) Tablet (Kindle HD / ipad / Nexus) Wi-Fi/ Internet Radio Set Voice Activated Speakers ACTIVITIES Shopping Online purchasing Socialising Communicating Using the Internet (browsing) Household chores Eating/Drinking/cooking Sports/exercise/hobbies Relaxing/nothing in particular working/studying Driving / travelling Gaming Washing/Dressing Social Media Any other internet use Other WHO WITH On my own Partner/spouse Children (under 16) Family member (s) Friends Colleagues Other people you know Other people you don t know LOCATION OF LISTENING At Home Car/van/lorry/ At work/elsewhere Public Transport/ walking 2
LIVE RADIO APPS PODCASTING Live Radio listening hours are dominated by traditional AM/FM and DAB Radio sets (AM/FM Share = 3% DAB = 1%). Listening to radio via a Smartphone or TV have a share of % and Desktop/Laptop has a share of 3%. Listening to radio via a Tablet or Voice activated speakers have a much smaller share (1%) Radio Apps are popular amongst radio listeners 27 million or 9% of the UK population have downloaded a Radio App, including.8 million (60%) of 15-2 year olds and 5.7 million (63%) of 25-3 year olds. On average App users have 2 Radio Apps stored on their Device. 5.6 million adults use any Podcast in a week and the Smartphone is the most popular device to listen (63% of Adults 15+ who listened to a podcast). Almost two thirds of all Podcasts downloaded are listened to (69%). Over a Quarter of all Podcasting hours (29% share) are listened to whilst travelling. SHARE OF AUDIO % (excluding visual) LISTEN AGAIN 8 1 1 8 3 Listen Again.1 million adults use the listen again or catch up radio function. Share of listening again via Device; Smartphones 36%, Desktops/Laptops 35% and Tablets 17%. 75% of all listen again hours are listened to in Home. 83% of Listen Again/Catch Up Radio hours are listened to alone. 75 OMS Podcasts Live Radio Digital Tracks CD's Cassettes/Vinyl 3
AUDIO REACH % Any TV Live Radio 88% 93% Online Video/ Audio clips Total CD's Digital Music Tracks DVD/Video/Subscription TV On Demand Music Services 32% 27% 25% 23% 20% Video Games Total Podcast Total Catch Up/Listen Again 8% 11% 10% Cassette tapes / vinyl records 3% 0% 10% 20% 30% 0% 50% 60% 70% 80% 90% 100%
AUDIO SHARE% (exc visual) BY AGE GROUP 15-2 25-3 0 2 5 1 6 1 16 1 52 60 2 16 5
AUDIO SHARE% (exc visual) BY AGE GROUP 35-5 55+ 1 1 3 0 1 5 1 8 7 77 88 6
AUDIO REACH% BY AGE GROUP Cassette tapes/vinyl records 2 3 3 Total CDs 23 25 26 32 Total Digital Tracks 1 27 35 37 Live Radio 82 83 92 90 Total Podcasts 6 10 12 17 On Demand music services (e.g. Spotify/ Apple Music) 5 20 29 51 Total Listen Again/Catch up radio 7 9 8 0 10 20 30 0 50 60 70 80 90 100 15-2 25-3 35-5 55+ 7
AUDIO SHARE % by DEVICE (exc. Visual) 12 5 3 2 1 ALL ADULTS 32 30 5 3 3 15-2 13 19 19 18 5 2 211 7 15 25-3 22 28 8 AM/FM Radio 31 DAB Digital Radio 12 3 1 35-5 30 5 2 3 3 1 55+ 2 Desktop/Laptop computer Smartphone 8 CD player Any TV Digital music player Other Device 32 35 Tablet Wi-Fi/Internet Radio Set Voice Activated Speaker 8
AGE/SEX % LISTENER PROFILES 0 LISTEN AGAIN 5 22 PODCASTING 0 36 38 6 1 8 Age Gender 15-2 25-3 35-5 55+ Male Female 28 60 1 Age Gender 15-2 25-3 35-5 55+ Male Female 8 31 2 ON DEMAND MUSIC SERVICES 37 56 Age Gender 9
DEVICE SHARE EXCLUDING VISUAL% Laptop/Desktop Tablet Smartphone Voice Activated Speakers 10
Average Hours RAJAR Midas Audio Survey 19.1m people claim have access to a Bluetooth speaker or Soundbar 8.6 5.3 5.3..6 3.3 3. Podcasts Listen again Other Digital Music files Live Radio OMS TV 11
LIVE RADIO VIA DEVICE REACH% AM/FM Radio DAB Digital Radio Any TV Smartphone Desktop/Laptop computer CD Player Wifi Radio Tablet Digital music player Voice Activated Speaker Other Device 1.9 1.1 0.2 3.8.0 3. 6.8 11.6 10.0 50.1 56.3 0 10 20 30 0 50 60 SHARE% 3 5 3 1 AM/FM Radio DAB Radio Any TV Desktop/Laptop Smartphone Other 12
LIVE RADIO by ACTIVITY Driving/ travelling Relaxing/ nothing particular Household Chores Eating/ drinking/ cooking Working/ studying Washing/Dressing Any other internet use Socialising Sports/Hobbies Communicating Social Media Gaming Shopping 1.3 1.0 2.5 7.0 6.1 5.1 7. REACH% 19.5 22.7 32.5 31.0 3.9 57.0 0 10 20 30 0 50 60 SHARE% 13
LIVE RADIO by WHO LISTENED WITH 2% 1% 1% 1% 5% 6% 51% 20% 15-2 % 2%2% On my own Partner/Spouse Children Family Members Colleagues Friends Other people you know Other people you don't know 32% 11% % 3% 1
Weekly Reach % v Ave hrs per Listener (15+) 100 90 Any TV Live Radio 80 70 60 50 0 30 20 CDs Online Clips Digital Tracks DVD/Video OMS 10 Podcasts Video Games Listen Again Cassette 0 0 5 10 15 20 25 Source:, n = 2,232 15
Weekly Reach % v Ave hrs per Listener(15-2s) 100 90 Any TV 80 Live Radio 70 Online Clips 60 50 OMS 0 30 20 CDs DVD/Video Digital Tracks Video Games 10 0 Podcasts Listen again Cassette Other 0 2 6 8 10 12 1 16 Source:, n = 285 16
.00 -.30am 5.00-5.30am 6.00-6.15am 6.30-6.5am 7.00-7.15am 7.30-7.5am 8.00-8.15am 8.30-8.5am 9.00-9.15am 9.30-9.5am 10.00-10.15am 10.30-10.5am 11.00-11.15am 11.30-11.5am 12.00-12.15pm 12.30-12.5pm 1.00-1.15pm 1.30-1.5pm 2.00-2.15pm 2.30-2.5pm 3.00-3.15pm 3.30-3.5pm.00 -.15pm.30 -.5pm 5.00-5.15pm 5.30-5.5pm 6.00-6.15pm 6.30-6.5pm 7.00-7.15pm 7.30-7.5pm 8.00-8.15pm 8.30-8.5pm 9.00-9.15pm 9.30-9.5pm 10.00-10.15pm 10.30-10.5pm 11.00-11.15pm 11.30-11.5pm 12.00-12.30am 1.00-1.30am 2.00-2.30am 3.00-3.30am RAJAR Midas Audio Survey Time of Day Listening takes place MONDAY to FRIDAY average 35.0 30.0 Live Radio reaches its maximum audience between 8.00-8.15am Podcasts reach their highest audience between 8.00-8.15am On Demand Music Services see a high between 3:00-3:15pm Listen Again or Catch up radio it peaks between 10:15-10.30pm. 25.0 20.0 OMS 15.0 10.0 Listen again Podcasting Live Radio 5.0 0.0 17
MIDAS Measurement of Internet Delivered Audio Services Sample comprised of 2232 re-contacted respondents from the main RAJAR Survey Fieldwork was conducted during September 2017 For Publication Enquiries contact; Lyndsay Ferrigan RAJAR Communications Manager Email: Lyndsay@rajar.co.uk Telephone Number: 02073950636 For more information: Any use of information in this presentation must quote the source RAJAR/IpsosMori 18