BPR study: streaming closes in on our leading medium

A global study from BPR suggests radio remains a relatively robust medium despite increased competition with the highest cumulative audience of all audio listening (streaming close behind - podcasts not yet as widely consumed and time spent listening to them is much less).

However, music streaming is slightly more people’s main listening medium.

In almost every one of the 8 markets surveyed, radio is the most listened to audio platform but it’s pretty close. In London, streaming is ahead by just 1 percentage point - further ahead in Madrid and Stockholm. Varied results for podcasting but consistently the lowest.

Total share of listening: only 1 percentage point in it between music streaming and radio for 18-34s. Among 35-54s, radio has a much stronger lead. Podcasting sees similar results across the board. Streaming is only ahead in London and Stockholm but, again, close elsewhere.

40% say a radio station’s music mix is their main reason to listen:

There is clearly still a sizeable music-driven audience for radio despite the alternatives on offer.

Good news for the medium - but prepare for big tech to change its tune from "linear is dead" to "we want a slice of the cake".

74% of podcast listeners also consume linear radio - so an opportunity for the radio industry to own podcasting.

No other podcast provider will have as direct a platform to reach potential listeners with new shows nor the same opportunity to grow the space in the years to come.

Individuals or organisations with established niche audiences also have an advantage in cutting through.