Podcasts and radio How radio can play by its own rules
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20,000 foot view: Radio set the stage for music streaming and podcasts, only to watch them take portions of its audience. However, there is a clear opportunity for radio companies to assert themselves in the podcast market, drawing on decades of programming expertise to retain audiences and find new ones. It will not be easy, as radio companies will need to embrace streaming and an open podcasting ecosystem. But, if done right, radio companies can become key players in the growing podcast market.
Key insights
- Radio is the basis for podcasts, music and live audio — all which have steadily adopted radio-like
- Despite of listening to radio monthly, the is in long-term, steady decline
- From 2020 2022, podcast monthly active users have grown by percentage points are officially beyond niche penetration, listen to podcasts monthly
- Radio’s leading is at monthly penetration, while leading audience is older millennials the age range, at
- Spoken-word audio low penetration among with only to either radio or podcasts
- Radio’s future depend on its ability to younger audiences, by bringing podcasts them rather than trying to them to traditional radio
- Radio programmers wield their expertise in habitual audience engagement, background listening, and programming to create an edge the podcasting space
- Radio has clear advantage to deliver trustworthy timely news podcasts, which are second-most regularly listened-to podcast genre, monthly penetration
- As music the third-most regularly listened-to podcast radio can also tap into music and live programming roots serve this audience
Companies and brands mentioned in this report: Alex Cooper, Amazon Amp, Apple Podcasts, Audible, BBC, BBC Radio BBC Radio BBC Sounds, Clubhouse, Drake, Global Radio, HBO Max, iHeart, Joe Rogan, KBS World, Meghan Trainer, NPR, Omar Apollo, Radio France, SiriusXM, Spotify, Spotify Live, Sveriges Radio, TikTok, Twitter Spaces, WBEZ, YouTube