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In today’s connected world, radio has transformed into a truly anytime, anywhere, anyhow
experience.
The MIDAS Survey is designed to provide context and insight into how when and where radio
content is being consumed in this liberated environment.
With the increasing penetration of connected devices such as tablets and smartphones, MIDAS shows
how listeners are embracing the multi-platform and multi-device offering, as well as how radio-on-
demand is contributing to listening behaviour. It also reveals the activities they are doing whilst
listening, where they are listening, and who they are listening with.
MIDAS Spring 2017
MIDAS Measurement of Internet Delivered Audio Services
INTRODUCTION
RAJAR Midas Audio Survey
1
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RAJAR Midas Audio Survey
AUDIO TYPES include Any Listen Again/Catch-up radioOn-Demand Music Services (e.g. Spotify, Apple Music,) Podcasts (music and speech based)Live RadioDigital Tracks (e.g. mp3,wmv,aac Music and Non Music)CDsCassette tapes/ Vinyl recordsDVD/Video Online Video / Audio clips (e.g. on YouTube/ Facebook)Any TV Viewing (Inc. Live, Catch-up and On-demand) Video games (consoles/ mobiles)Other
DEVICES include
AM/FM Radio DAB Digital RadioDigital Media Player (e.g. iPod, Amazon Firestick, ChromecastHome games console (e.g. Sony Playstation, Nintendo Wii, Xbox)Any TV setDesktop / Laptop computerMobile Phone Portable games console (e.g. Nintendo DS, Sony PSP)Record player / decks (vinyl)Tablet (Kindle HD / iPad / Nexus)Wi-Fi/ Internet Radio Set Amazon Echo
ACTIVITIES
ShoppingOnline purchasing SocialisingCommunicating Using the Internet (browsing) Household chores Eating/Drinking/cookingSports/exercise/hobbies Relaxing/nothing in particular working/studying Driving / travellingGaming Other
LOCATION OF LISTENING
At Homecar/van/lorry/ At work/elsewhere Public Transport/ walking
WHO WITH On my ownPartner/spouseChildren (under 16) Family member (s)FriendsColleaguesOther people you knowOther people you don’t know
SUB AUDIO TYPES BBC/Other Radio Music-based Listen again BBC/Other Radio Speech-based Listen againSpotify/Google Play/Amazon Prime/ Apple Music/Soundcloud/DeezerBBC/Other Radio/ Other music podcast BBC/Other Radio/ Other speech podcast Online Video clips – MusicOnline Video clips – Non Music
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MIDAS Spring 2017
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LIVE RADIO
‘Live Radio’ listening hours are
dominated by traditional AM/FM and
DAB Radio sets (AM/FM Share = 43%,
DAB = 41%). Listening to radio via a
Desktop/Laptop has a 6% share of
hours and via any TV se 4%. Devices
connected to the internet have a
smaller share of listening hours
(Smartphone 3% and Tablets 1%)
APPS
Radio Apps are popular amongst radio
listeners – 25 million or 46% of the UK
population have downloaded a Radio App,
including 5.0 million (62%) of 15-24 year
olds and 5.4 million (60%) of 25-34 year
olds. On average App users have 2 Radio
Apps stored on their Device.
LISTEN AGAIN
4.7 million adults use the ‘listen again’ or ‘catch up’
radio function.
Smartphones have a 37% share of total listening again
hours, followed by desktops/laptops with 33% and
Tablets 21%.
74% of all ‘listen again’ hours are listened to in Home.
82% of Listen Again/Catch Up Radio hours are listened
to alone.
PODCASTING
5.5 million adults use any Podcast, whether
it be Speech or Music.
The Smartphone is the most popular way
to listen to a Podcast with a reach of 72%
(Adults 15+ who listened to a podcast).
Almost two thirds of all Podcasts
downloaded are listened to (65%). Over
a Quarter of all Podcasting hours (28%
share) are listened to whilst travelling.
2 52
77
9 4 1
Listen Again
OMS
Podcasts
Live Radio
Digital Tracks
CD's
Cassettes/Vinyl
SHARE OF AUDIO % (excluding visual)
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RAJAR Midas Audio Survey
MIDAS Spring 2017
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3%
9%
10%
11%
16%
20%
26%
30%
30%
90%
94%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Cassette tapes / vinyl records
Any Listen Again
Any Podcast
Video games
On Demand Music Services
DVD/Video/Subscription TV
Any CD's
Online Video/ Audio clips
Digital Music Tracks
Live Radio
Any TV
4
AUDIO REACH %
RAJAR Midas Audio Survey
MIDAS Spring 2017
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AUDIO SHARE% (exc visual) BY AGE GROUP
RAJAR Midas Audio Survey
15 - 24 25-34
1 52
3
14
9
67
0
35
18
16
57
MIDAS Spring 2017
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RAJAR Midas Audio Survey
AUDIO SHARE% (exc visual) BY AGE GROUP
35-54 55+
1 3
1
5
9
5
76
0
24
41
89
MIDAS Spring 2017
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RAJAR Midas Audio Survey
10
4
5
91
16
26
3
11
15
14
94
36
31
5
7
27
15
88
37
19
3
5
39
10
83
39
25
2
0 10 20 30 40 50 60 70 80 90 100
Total Listen Again/Catch up radio
On Demand music services (e.g. Spotify/ Apple Music)
Total Podcasts
Live Radio
Total Digital Tracks
Total CDs
Cassette tapes/vinyl records
15-24 25-34 35-54 55+
AUDIO REACH% BY AGE GROUPMIDAS Spring 2017
www.rajar.co.uk
AUDIO ‘SHARE %’ by DEVICE (exc. Visual)
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RAJAR Midas Audio Survey
33
31
10
10
4
43 0 2
ALL ADULTS
24
16
21
23
5
7 0030
15-24
26
2913
19
36 2001
25-34
30
34
10
11
54
21 3 1
35-5442
35
4
34
25 02 2
55+
MIDAS Spring 2017
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AGE/SEX % LISTENER PROFILES
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RAJAR Midas Audio Survey
LISTEN AGAIN
10
16
34
40
59
41
Age Gender
15-24 25-34 35-54 55+ Male Female
15
32
45
8
70
30
Age Gender15-24 25-34 35-54 55+ Male Female
PODCASTING
38
26
31
5
64
36
Age Gender
ON DEMAND MUSIC
SERVICES
MIDAS Spring 2017
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RAJAR Midas Audio Survey
DEVICE SHARE EXCLUDING VISUAL%Laptop/Desktop Tablet
Smartphone
MIDAS Spring 2017
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REACH%
LIVE RADIO VIA DEVICE
11
0.7
2.4
3.0
3.2
3.7
9.5
10.5
12.8
48.5
59.8
0 10 20 30 40 50 60 70
Other Device
Digital music player
Wifi Radio
Tablet
CD Player
Desktop/Laptop computer
Smartphone
Any TV
DAB Digital Radio
AM/FM Radio
43
41
46 3 3
AM/FM Radio DAB Radio Any TV
Desktop/Laptop Smartphone Other
RAJAR Midas Audio Survey
SHARE%
MIDAS Spring 2017
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LIVE RADIO by ACTIVITY
12
1.1
1.0
4.6
4.9
5.0
6.1
9.0
12.3
21.8
32.2
34.5
35.9
57.7
0 10 20 30 40 50 60 70
Gaming
Shopping
Online purchasing
Sports/ exercise/ hobbies
Communicating
Socialising
Using the Internet
Other
Working/ studying
Eating/ drinking/ cooking
Household Chores
Relaxing/ nothing particular
Driving/ travelling
RAJAR Midas Audio Survey
SHARE%
REACH%
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RAJAR Midas Audio Survey
LIVE RADIO by WHO LISTENED WITH
44%
4%11%
34%
5% 1%1%
15-24
On my own
Partner/Spouse
Children
Family Members
Colleagues
Friends
Other people you know
Other people you don't know
53%
20%
5%
6%
14%
1%0%
1%
MIDAS Spring 2017
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Weekly Reach % v Ave hrs per Listener (15+)
Source: MIDAS Spring 2017, n = 2,338
RAJAR Midas Audio Survey
MIDAS Spring 2017
Listen again
OMS
Podcasts
Live Radio
Digital Tracks
CDsCassette
DVD videoOnline clips
TV
Video Games
Other
0
5
10
15
20
25
0 10 20 30 40 50 60 70 80 90 100
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Weekly Reach % v Ave hrs per Listener(15-24s)
Source: MIDAS Spring 2017, n = 276
RAJAR Midas Audio Survey
Listen again
OMS
Podcasts
Live Radio
Digital Tracks
CDs
Cassette
DVD
Online video
TV
Video Games
Other
0
2
4
6
8
10
12
14
16
0 10 20 30 40 50 60 70 80 90 100
MIDAS Spring 2017
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Time of Day Listening takes place – MONDAY to FRIDAY average
Live Radio reaches its maximum audience
between 8.00-8.15am
Podcasts reach their highest audience between
8.15-8.30am
On Demand Music Services see a high between
3.00-3.15pm
Listen Again or Catch up radio is mainly used in
the evening - it peaks between 11.00-11.15pm.
RAJAR Midas Audio Survey
16
0
5
10
15
20
25
30
35
Live Radio Podcasting Listen Again OMS
MIDAS Spring 2017
www.rajar.co.uk
MIDAS Measurement of Internet Delivered Audio Services
Sample comprised of 2338 re-contacted respondents from the main RAJAR Survey
Fieldwork was conducted during February/March 2017
For Publication Enquiries contact;
Lyndsay Ferrigan
RAJAR Communications Manager
Email: [email protected]
Telephone Number: 02073950636
For more information:
Any use of information in this presentation must
quote the source RAJAR/IpsosMori
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MIDAS Spring 2017
