Preliminary results from Global Audio, Médiamétrie’s new study that analyses all audio usage by web users: radio, original podcasts, audio books, music streaming and personal music.
“The audio universe has grown significantly more populous in recent years with digital technology: radio has enriched its content and new offerings have emerged, such as music streaming, and most recently original podcasts. The Global Audio study puts these various activities into perspective to better grasp this multifaceted offer”, announced Emmanuelle Le Goff, Director of Médiamétrie’s Radio Department.
Which audio practices stand out and which audio uses dominate? Here are a few major lessons from the study.
Radio at the forefront, the audio ecosystem diversifying
Alongside trans-generational radio media that reaches over 9 in 10 web users every month, and over 80% of 15-24-year-olds, the audio landscape is getting crowded.
Some activities, such as music streaming, are already well established, with 37.5% of monthly users. Others are still for a rather limited audience, such as listening to original podcasts and even audio books.
Altogether, these audio uses involve 96% of web users every month.
Audiences for music streaming, original podcasts and audio books offers are often younger than the average, in higher SPCs, and in some cases, more concentrated in Greater Paris Region. These audio content types attract audiences that more closely resemble those for catch-up radio.
On average over a day, radio represents 65% of the amount of listening dedicated to various audio content types, with music at 34%, original podcasts 0.7% and audio books 0.5%.
The listening period takes into account the number of listeners and the time allotted to the audio each day.
In general, audio is mainly listened to at home (87.7%) and in the car (82.1%). Radio wins by a large margin in the car, with 74% of web users listening to it in their vehicle. At work, in mass transit / public places, music dominates, with 16.3% and 22.3% of listeners respectively, whether through a music streaming service or a personal library (CD, MP3, etc.).
Over 1 out of 5 web users listens to catch-up radio content and/or to original podcasts
Of web users, 22.8% listen to catch-up radio content every month, broadcast previously over the air (19.5%) and/or to original podcasts (6.6%).
Although a recent phenomenon, original podcasts are familiar to nearly 40% of web users 15 years and older. They are even more so among the younger group: 62.5% of 15-24-year-olds.
Social networks and media are the major vectors for awareness of original podcasts. Culture, fiction, music and history are listeners’ 4 favourite content topics in this type of offer. The youngest listen most often to podcasts about music.
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