CRA: Digital radio has already overtaken the internet (if you don’t count most of the internet)

Commercial Radio Australia has today issued a new report suggesting that digital radio has already overtaken the internet as a listening platform despite launching just months ago. However, it has admitted that the survey does not ask listeners about internet stations they listen to that are not based locally.  

In its report, CRA says: “Radio listening on the internet attracted a slightly higher cumulative audience (504,000) than digital radio but the time spent listening on the DAB+ digital platform is higher at 8 hours and 16 minutes each week, compared to the internet listening at 5 hours and 31 minutes.”

Digital radio was launched in Australia’s metro areas last year.

CRA boss Joan Warner claimed: “We have to remember digital radio is a new technology, the internet has been available as an alternative way to listen to broadcast radio for many years and already digital radio time spent listening is greater than time spent listening via the internet platform.”

However,  CRA conceded to Mumbrella that listeners surveyed were only asked about their online listening habits to local radio stations, rather than all internet listening.

The report includes a pie chart showing that although digital radio is still dwarfed by analogue it appears to already be more than internet listening. it states: “The new platform has made a strong start and has already overtaken the internet as a preferred platform for radio listening.”

The report also reveals that new digital stations have not so far been much of a drawcard, with only 20% of listening on digital sets being to the 16 or so new digital stations.

The full report can be viewed on the CRA’s digital radio website.


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