Audio streaming on the rise with key advertising demographics, new study finds

Pandora has commissioned software platform Vision Critical to capture listeners’ behaviour across multiple platforms, finding Australians spend 3.4 hours a day on average listening to audio content.

Pandora listening study

The ‘Share of Listening Australia’ study set out to compile consumers’ listening behaviours, detailing their time spent listening, channels they tune into and the devices used. The study also notes the time, date and location of active users.

The study – which will be conducted twice a year – was initially implemented late last year, to provide an independent representation of the changing listening patterns of Australians.

The research found traditional radio still holds the largest listening audience share at 52%, a figure somewhat lower than the 64.9% cited in the Commercial Radio Australia report conducted in October last year.

Pandora listening study

Streaming services such as Pandora, Spotify and Apple Music collectively recorded a listening share of 11%, making it the number three listening choice and beating online music videos, podcast and traditional music television.

Whereas the 2016 Commercial Radio survey identified streaming services as managing a 9.2% listening share in 2016.

The research found music streaming is consistent throughout the day, peaking during the evenings, with a core demographic of 14 to 39 year olds. Radio continues to lead the morning commute, and skews towards an older audience of 40 to 69 year olds.

Although radio listening is still the dominant force, streaming has shown a higher rate of average listening time, the research found.

Rick Gleave, director of business development for Pandora, said: “Whilst traditional radio still commands a large reach, the advent and uptake of music streaming is delivering incremental audiences for advertisers. The research found that one in three millennials do not listen to traditional radio in a given week. It’s a compelling look at current listening habits.”

Andrew Wolstenholme, vice president of research for Vision Critical APAC, said: “The Share of Listening study is a timely benchmark in measuring the changing dynamic of Australians’ listening habits”.

Pandora study



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