Digital listening tantalisingly close to 50% boosted by commercial radio

Digital listening reached a new record share of 49.9%, a percentage share growth of 10% compared to 45.2% in Q4 2016, according to RAJAR Q4 2017 data released recently. The growth was driven by a surge in digital listening for commercial radio stations, which for the first time exceed 50% at 51.6%, up from 45% in Q4 2016.

Digital listening grew across all platforms, with the fastest growth this quarter being to online/apps which increased by 13.2% in hours to account for 8.5% share of all radio listening and 17% of digital listening. The majority of digital listening is via DAB digital radio which grew 9.2% in hours to account for 36.3% share of all radio listening or 72.8% of digital listening. Listening via digital television grew 3.3% in hours to account for 5.1% share of all listening and for 10.2% of digital listening.

In car digital listening hours have grown by 25% year on year, an increase of 15.9 million hours, and reached a new record share of 32%. DAB digital listening in cars contributed to 50% of all DAB digital listening growth.

Ford Ennals, CEO of Digital Radio UK, said: “Listening on a digital platform is fast becoming the norm for all age groups with nearly 50% of all listening now being digital. This quarter we have seen a strong surge in digital listening for commercial radio stations, which is now 51.6%, boosted by the strong audience growth of a number stations including Radio X, Kisstory, Kiss Fresh, Virgin Radio, and the success of new station Heart 80s, to name a but a few. On the BBC, it’s great see the iconic BBC Radio 4 having over 50% digital listening for the first time and a new record audience for its sister station, BBC Radio 4 Extra.”

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