Radio’s reach and engagement with audiences ensures its dominant position in a competitive audio sector
The Ipsos Irish Audio Market Report released today shows that radio continues to have a dominant position in the Irish audio sector with live radio enjoying a 74.3% share of all audio listening, reflecting an engaging, easily accessible (and free) format for listeners.
While many tune into on-demand audio, the time spent (25.7% share) is significantly less than for live radio. The growth in on-demand, online, audio audiences is not at the expense of radio. Over time, music streaming services are replacing our traditional music archives such as CD’s, vinyl or downloads.
The radio remains the most used device among listeners to audio content with 67% using a radio to access content on an average day, but the use of other technologies continues to grow with 34% of adults accessing content using a smart phone on an average day and9% using a smart speaker. Ownership of voice activated technology such as smart speakers has increased significantly with ownership now at 40%, up from 11% in2018. Smart speaker ownership is highest among the younger cohorts with 55% of15–24-year-olds owning a smart speaker.
Most listening to audio content continues to happen at home with 74% of adults listening at home to audio on an average day, compared to 39% who listen in car, 9% walking, cycling or running and 2% on a Dart or train.
The data in this report is based on a large national sample of 3,110 interviews, conducted in home, across all radio franchise areas, among a sample of individuals aged 15+. This report is sourced from JNLR data collected in Quarter 2 2022 (April to June 2022).
of all audio listening is to live radio
of adults now own a smart speaker
of adults lsten to audio conten at home on an average day