May 17, 2018
LET'S GET DIGITAL
Most radio listening is now via a digital platform for the first time
The latest RAJAR results, released today, reveal the share of all radio listening via a digital platform now stands at 50.9%. This is 8% up year on year and (as we predicted here last quarter) the first time most listening has been via digital. DAB is the most popular digital radio platform (36.8%), followed by online / radio apps (9.3%) and DTV (4.8%).
As we’ve observed previously, the evolution of broadcast media in a digital world has seen it not only maintains its huge popularity but even grow. In fact, the latest figures reveal 900,000 more adults tuned into radio in the first quarter of this year, compared to the same period in 2017.
But this is no time to be complacent. Just this week, Bob Shennan, the BBC's Director of Radio and Music, remarked "like so many industries, broadcasting is adapting to the impact of the internet” and whilst his predecessors would be “eyeballing their competition across the UK radio sector” he has to look at other digital content providers.
He rightly pointed out however that even in an age of streaming, with the tangible consumer benefits that brings, he believes “BBC radio - in fact, all UK radio - plays an even more important role in the lives [of] audiences”.
These observations are borne out by the new RAJAR results and explain why the BBC has just appointed its first Commissioning Editor for Podcasts. It’s also why we continue to harness the power of traditional broadcast channels for our clients, whilst at the same time producing increasing amounts of content for live streamed and downloadable brand funded content.
Dan Stainsby, markettiers
PRCA Broadcast Group Chairman