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 Live Radio listening hours are dominated by traditional AM/FM and DAB Radio sets (AM/FM Share = 44% DAB = 39%). Listening to radio via a Smartphone, TV and Desktop/Laptop have a share of 4%. Wifi Radios have a 2% share. Listening to radio via a Tablet or Voice activated speakers have a smaller share (1%). APPS Radio Apps are popular amongst radio listeners 28 million or 52% of the UK population have downloaded a Radio App, including 5.1 million (64%) of 15-24 year olds and 6.2 million (69%) of 25-34 year olds. On average App users have 2 Radio Apps stored on their Device. PODCASTING 6.0 million adults or 11% of the adult population use a Podcast in an average week. Almost three quarters of podcasting hours are listened to via a Smartphone (72%). Over half (53%) of all Podcasting hours are either consumed Driving/Travelling (28%) or Working/Studying (25%) SHARE OF AUDIO % (excluding visual) LISTEN AGAIN 7 4 1 1 10 3 Listen Again On Demand Music 4.7 million adults use the listen again or catch up radio Share of catch up radio via Device; Desktops/Laptops 43% Smartphones 32%, and Tablets 19%. 73% of all listen again hours are listened to in Home. 84% of Listen Again/Catch Up Radio hours are listened to alone. 75 Podcasts Live Radio Digital Tracks CD's Cassettes/Vinyl 3
AUDIO REACH % Any TV Live Radio 90 93 Online Video/ Audio clips 34 DVD/Video/Subscription TV 29 Total CD's Digital Music Tracks On Demand Music Services 22 25 24 Video Games Total Podcast 12 11 Total Catch Up/Listen Again 9 Cassette tapes / vinyl records 5 0 10 20 30 40 50 60 70 80 90 100 4
AUDIO SHARE% (exc visual) BY AGE GROUP 15-24 25-34 0 1 3 4 7 2 3 12 8 46 17 63 34 5
AUDIO SHARE% (exc visual) BY AGE GROUP 35-54 55+ 0 1 3 4 1 2 4 7 4 1 6 78 88 6
AUDIO REACH% BY AGE GROUP Cassette tapes/vinyl records 4 3 3 7 Total CDs 15 19 26 29 Total Digital Tracks 15 26 27 34 Live Radio 82 86 93 92 Total Podcasts 6 12 14 18 On Demand music services (e.g. Spotify/ Apple Music) 5 21 36 55 Total Listen Again/Catch up radio 2 7 10 10 0 10 20 30 40 50 60 70 80 90 100 15-24 25-34 35-54 55+ 7
AUDIO SHARE % by DEVICE (exc. Visual) 4 3 1 3 17 3 2 31 3 23 4 3 3 2 1 33 33 15-24 17 25 25-34 14 ALL ADULTS 18 13 25 9 AM/FM Radio 29 DAB Digital Radio 12 4 3 3 3 2 2 31 4 2 5 2 2 35-54 4 44 55+ 4 Desktop/Laptop computer CD player Smartphone Digital music player 9 Any TV Other Device 31 34 Tablet Wi-Fi/Internet Radio Set Voice Activated Speaker 8
AGE/SEX % LISTENER PROFILES 44 LISTEN AGAIN 48 19 PODCASTING 41 36 39 52 27 59 13 4 Age Gender 15-24 25-34 35-54 55+ Male Female 18 Age Gender 8 30 27 ON DEMAND MUSIC SERVICES 47 36 53 Age Gender 9
DEVICE SHARE EXCLUDING VISUAL% Laptop/Desktop Tablet Smartphone Voice Activated Speakers 10
Average Hours RAJAR Midas Audio Survey 20.9m people claim have access to a Bluetooth speaker or Soundbar 8.7 5.7 4.7 4.7 3.7 4.1 2.8 Podcasts Listen again Other Digital Music files Live Radio OMS TV 11
LIVE RADIO VIA DEVICE REACH% AM/FM Radio DAB Digital Radio Smartphone Any TV Desktop/Laptop computer Wifi Radio CD Player Tablet Voice Activated Speaker Digital music player Other Device 2.1 0.6 4.0 3.5 2.9 2.8 11.0 10.8 8.7 46.8 58.9 0 10 20 30 40 50 60 70 SHARE% 4 4 4 5 39 44 AM/FM Radio DAB Radio Any TV Desktop/Laptop Smartphone Other *Other, includes wifi radio, tablet and voice activated speakers 12
LIVE RADIO by ACTIVITY Driving/ travelling Relaxing/ nothing particular Household Chores Eating/ drinking/ cooking Working/ studying Washing/Dressing Any other internet use Sports/Hobbies Socialising Communicating Social Media Shopping Gaming 2.0 2.0 1.6 6.9 6.6 6.4 8.4 REACH% 33.3 31.4 28.3 22.2 19.0 56.9 0 10 20 30 40 50 60 SHARE% 13
LIVE RADIO by WHO LISTENED WITH 2% 1% 0% 14% 6% 4% 53% 20% 15-24 5% 2%1% 34% On my own Partner/Spouse Children Family Members Colleagues Friends Other people you know Other people you don't know 38% 13% 4% 14
PODCASTING VIA ACTIVITY REACH% OF PODCAST USERS Relaxing/ nothing particular Driving/ travelling 35% 37% Working/ studying 28% Household Chores Sports/ exercise/ hobbies Eating/ drinking/ cooking 13% 12% 14% Any other internet use Washing/Dressing Social Media Gaming 7% 5% 4% 4% Shopping (not online) Communicating Socialising 2% 1% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 15
PODCASTING SHARE% 16% 5% 1% 7% At Home Car/ Van/ Lorry 16% Work/ Place of study Public Transport/ walking Elsewhere 17% LOCATION 47% DEVICE 4% 16% 72% Digital Music Player Desktop/Laptop computer Tablet Smartphone Voice Activated Speaker 16
PODCASTING 5% 2% 3% 1% On my own Partner/ spouse Children (under 16) Family member(s) Colleagues Friends Other people you know Other people you don't know 88% 17
PODCASTING What proportion of all podcast episodes that you download do you actually get round to listening to? All of them Most of them About half of them Less than half of them None of them Don't know/ NA 25 39 17 17.0 2 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% When you do listen to a podcast episode, what proportion of it do you normally listen to? 65 25 5 6 The whole episode Most of it About half Less than half It varies widely 18
Average hours per listener RAJAR Midas Audio Survey Weekly Reach % v Ave hrs per Listener (15+) 30 25 20 Any TV Live Radio 15 10 5 Video Games OMS DVD Podcasts Online Video Digital Tracks Other Listen Again CDs Cassette/Vinyl 0 0 10 20 30 40 50 60 70 80 90 100 Source:, n = 2,214 Weekly Reach % 19
Average hours per listener RAJAR Midas Audio Survey Weekly Reach % v Ave hrs per Listener(15-24s) 16 OMS 14 Live Radio 12 10 Video Games Online Clips Any TV 8 DVD/Video Digital Tracks 6 Other CDs Podcasts 4 2 Cassette/Vinyl Listen Again 0 0 10 20 30 40 50 60 70 80 90 100 Source:, n = 343 Weekly Reach % 20
4.00-4.30am 5.00-5.30am 6.00-6.15am 6.30-6.45am 7.00-7.15am 7.30-7.45am 8.00-8.15am 8.30-8.45am 9.00-9.15am 9.30-9.45am 10.00-10.15am 10.30-10.45am 11.00-11.15am 11.30-11.45am 12.00-12.15pm 12.30-12.45pm 1.00-1.15pm 1.30-1.45pm 2.00-2.15pm 2.30-2.45pm 3.00-3.15pm 3.30-3.45pm 4.00-4.15pm 4.30-4.45pm 5.00-5.15pm 5.30-5.45pm 6.00-6.15pm 6.30-6.45pm 7.00-7.15pm 7.30-7.45pm 8.00-8.15pm 8.30-8.45pm 9.00-9.15pm 9.30-9.45pm 10.00-10.15pm 10.30-10.45pm 11.00-11.15pm 11.30-11.45pm 12.00-12.30am 1.00-1.30am 2.00-2.30am 3.00-3.30am Weekly Reach % of listeners RAJAR Midas Audio Survey Time of Day Listening takes place MONDAY to FRIDAY average 35.0 30.0 25.0 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 2:00-2:15pm Listen Again or Catch up radio it peaks between 1:15-1.30pm. 20.0 15.0 10.0 5.0 0.0 OMS Listen again Podcasting Live Radio 21
MIDAS Measurement of Internet Delivered Audio Services Sample comprised of 2214 re-contacted respondents from the main RAJAR Survey Fieldwork was conducted during February 2018 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 22