Connected audio reaches more than two-thirds of UK adults

Connected audio reaches more than two-thirds of UK adults

Connected audio now reaches 68% of the population, according to Rajar’s measurement of internet-delivered audio services (Midas).

Midas, which covers total non-commercial and commercial audio combined, revealed that connected audio is listened to for a weekly average of 16.3 hours by UK adults.

Connected audio includes podcast, audiobooks, on-demand music, catch-up radio and live radio listened via smartphones, computers, games consoles, wearable tech, media players, smart speakers and tablets.

The reach figure is up 15 percentage points on 2019, while average listening hours have increased 3.1 hours over the same period.

Midas Spring 2024 Connected Audio graph.

At the same time, the research found “a noticeable decline” in weekly reach of owned music including digital tracks, CDs, cassettes and vinyl.

Podcasts’ weekly reach has gone from 11% in 2018 to 21% in 2024, with a slight dip on last year’s high of 23%.

In the same time frame, on-demand music has steadily increased from 22% weekly reach to 36%.

Midas Spring 2024 weekly reach graph

Live radio dominated the share of listening for all adults, making up 70% of listening time. This was highest for those aged 55 and over (83%) and lowest for 15-24s (36%).

Live radio share of listening. Rajar Midas 2024

The Midas data was carried out over two weeks in April, with a sample of 2,143 people aged 15-plus completing a seven-day online diary.

Adwanted UK are the audio experts operating at the centre of audio trading, distribution and analytic processing. Contact us for more information on J-ET, Audiotrack or our RAJAR data engine. To access our audio industry directory, visit audioscape.info and to find your new job in audio visit The Media Leader Jobs, a dedicated marketplace for media, advertising and adtech roles.

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