Live radio holds 79% of daily audio market, according to JNLR
Live radio accounts for almost 79 percent of listening time in the Irish daily audio market, according to research conducted by Ipsos MRBI on behalf of the radio industry.
Four in five Irish people aged 15 and over listen to the radio every day, 89% of people aged 65 and over do so and 69% of the 15-24 age group listen, according to the report, which was commissioned by the National Joint Listening Research Committee (JNLR).
The interim report found that 92 percent listen to live radio every week, compared to 53 percent who listen to audio on demand or online every week. Ownership of voice-activated audio devices has almost tripled in three years to 30%, with 6% of people using a smart speaker on average for a day and younger listeners being much more likely to do so.
The next detailed JNLR listening report, which includes the latest audience figures for individual broadcasts on Irish radio stations, will be released in December after being last published in November 2020. Lockdown periods of Covid-19 affected data collection because the research, usually updated quarterly, is based on detailed individual interviews in people’s homes.
“The Irish audio market is dynamic and sophisticated and Irish radio remains the country’s largest audio provider despite the growing popularity of streaming and podcasting,” said Scott Williams, Chairman of the JNLR Committee.
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