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www.rajar.co.uk
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 Autumn 2018
MIDAS Measurement of Internet Delivered Audio Services
RAJAR Midas Audio Survey
1
www.rajar.co.uk
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/Subscription TVOnline Video / Audio clips (e.g. on YouTube/ Facebook)Any TV Viewing (Inc. Live, Catch-up and On-demand) Video games (consoles/ mobiles)Other
DEVICES includeAM/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 Voice Activated Speakers
ACTIVITIES
ShoppingOnline purchasing SocialisingCommunicating Using the Internet (browsing) Household chores Eating/Drinking/cookingSports/exercise/hobbies Relaxing/nothing in particular working/studying Driving / travellingGaming Washing/DressingSocial MediaAny other internet useOther
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 – Music/Non Music
• Facebook • Vimeo • YouTube• Other
2
MIDAS Autumn 2018
www.rajar.co.uk
LIVE RADIO
‘Live Radio’ listening hours are
dominated by traditional AM/FM and
DAB Radio sets. Device share in this
wave (AM/FM = 40% DAB = 40%).
Listening to radio via Any TV = 5%,
Desktop/Laptop = 4%, Smartphone 4%
and Voice activated speakers = 3%
Tablets = 1%
APPS
Radio Apps are popular amongst radio
listeners – 28 million or 52% of the UK
population have downloaded a Radio App,
including 4.9 million (62%) of 15-24 year
olds and 6.0 million (66%) of 25-34 year
olds. On average App users have 2 Radio
Apps stored on their Device.
LISTEN AGAIN
4.1 million adults use the ‘listen again’ or ‘catch up’ radio
Share of ‘catch up radio’ via Device; Smartphones 45%
Desktop/Laptop 25%, and Tablets 18%.
72% of all ‘listen again’ hours are listened to in Home.
79% of Listen Again/Catch Up Radio hours are listened to
alone.
PODCASTING
6.9 million adults or 13% of the adult
population use a Podcast in an average
week. Over two thirds of podcasting hours
are listened to via a Smartphone (67%).
Podcasting hours are mainly consumed
whilst Working/Studying (29% share)
Driving/Travelling (25% share).
2 10
3
74
7 3
Listen Again
On Demand Music
Podcasts
Live Radio
Digital Tracks
CD's
Cassettes/Vinyl
SHARE OF AUDIO % (excluding visual)
3
RAJAR Midas Audio Survey
MIDAS Autumn 2018
www.rajar.co.uk
5
8
10
13
22
22
24
29
32
90
92
0 10 20 30 40 50 60 70 80 90 100
Cassette tapes / vinyl records
Total Catch Up/Listen Again
Video Games
Total Podcast
Digital Music Tracks
Total CD's
On Demand Music Services
DVD/Video/Subscription TV
Online Video/ Audio clips
Live Radio
Any TV
4
AUDIO REACH %
RAJAR Midas Audio Survey
MIDAS Autumn 2018
www.rajar.co.uk 5
8
7
6
93
15
23
8
9
24
17
93
26
24
3
7
39
21
86
29
17
4
4
51
13
83
25
19
4
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 GROUP
RAJAR Midas Audio Survey
MIDAS Autumn 2018
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AUDIO SHARE% (exc visual) BY AGE GROUP
RAJAR Midas Audio Survey
15 - 24 25-34
2 71
3
11
17
60
1 44
13
31
47
MIDAS Autumn 2018
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RAJAR Midas Audio Survey
AUDIO SHARE% (exc visual) BY AGE GROUP
35-54 55+0
4 3 3
7
8
75
1 2 34
2
89
MIDAS Autumn 2018
www.rajar.co.uk
AUDIO ‘SHARE %’ by DEVICE (exc. Visual)
8
RAJAR Midas Audio Survey
30
30
9
14
33
42 3
ALL ADULTS
AM/FM Radio DAB Digital Radio
Desktop/Laptop computer Smartphone
CD player Digital music player
Any TV Other Device
Tablet Wi-Fi/Internet Radio Set
Voice Activated Speaker
14
19
17
31
34
42 4
15-24
16
32
13
26
23 11 3
25-34
27
31
10
13
43
23 1 5
35-54 43
31
4
4
32
72 2
55+
MIDAS Autumn 2018
www.rajar.co.uk
AGE/SEX % LISTENER PROFILES
9
RAJAR Midas Audio Survey
LISTEN AGAIN
7
16
37
40
56
44
Age Gender
15-24 25-34 35-54 55+ Male Female
14
27
42
16
60
40
Age Gender
PODCASTING
31
27
32
11
51
49
Age Gender
ON DEMAND MUSIC
SERVICES
MIDAS Autumn 2018
www.rajar.co.uk 10
RAJAR Midas Audio Survey
DEVICE SHARE EXCLUDING VISUAL%Laptop/Desktop Tablet
Smartphone Voice Activated Speakers
MIDAS Autumn 2018
www.rajar.co.uk
REACH%
LIVE RADIO VIA DEVICE
11
0.6
2.0
2.7
2.8
4.0
8.4
11.2
12.4
50.2
55.1
0 10 20 30 40 50 60
Other Device
Digital music player
Tablet
Wifi Radio
Voice Activated Speaker
Desktop/Laptop computer
Smartphone
Any TV
DAB Digital Radio
AM/FM Radio
4040
54 4 3 4
AM/FM Radio DAB Radio
Any TV Desktop/Laptop
Smartphone Voice Activated Speaker
Other
RAJAR Midas Audio Survey
SHARE%
*Other, includes wifi radios and tablets
MIDAS Autumn 2018
www.rajar.co.uk
LIVE RADIO by ACTIVITY
12
1.2
1.2
2
5.6
6.3
7.1
9.2
18.2
21.9
29.0
30.2
32.4
56.7
0 10 20 30 40 50 60
Gaming
Shopping
Social Media
Sports/Hobbies
Communicating
Socialising
Any other internet use
Washing/Dressing
Working/ studying
Eating/ drinking/ cooking
Household Chores
Relaxing/ nothing particular
Driving/ travelling
RAJAR Midas Audio Survey
SHARE%
REACH%
MIDAS Autumn 2018
www.rajar.co.uk 13
RAJAR Midas Audio Survey
LIVE RADIO by WHO LISTENED WITH
41%
5%9%
35%
6% 1%1%
15-24
On my own
Partner/Spouse
Children
Family Members
Colleagues
Friends
Other people you know
Other people you don't know
52%
19%
5%
5%
15%
2% 1%0%
MIDAS Autumn 2018
www.rajar.co.uk
REACH% OF PODCAST USERS
PODCASTING VIA ACTIVITY
14
RAJAR Midas Audio Survey
2
2
2
4
5
5
6
7
11
15
22
24
30
35
0 5 10 15 20 25 30 35 40
Communicating (social media/ phone/ email/ texting etc)
Socialising
Gaming
Shopping (not online)
Other
Social Media
Any other internet use
Washing/Dressing
Eating/ drinking/ cooking
Sports/ exercise/ hobbies
Household Chores
Working/ studying
Relaxing/ nothing particular
Driving/ travelling
MIDAS Autumn 2018
www.rajar.co.uk
PODCASTING
15
RAJAR Midas Audio Survey
SHARE%
LOCATION
12
14
6
67
1
Digital Music Player Desktop/Laptop computer Tablet
Smartphone Voice Activated Speaker
DEVICE
44
12
24
16
4
At Home
Car/ Van/ Lorry
Work/ Place of study
Public Transport/ walking
Elsewhere
MIDAS Autumn 2018
www.rajar.co.uk
PODCASTING
16
RAJAR Midas Audio Survey
MIDAS Autumn 2018
90
51 2
1
On my own
Partner/ spouse
Children (under 16)
Family member(s)
Colleagues
Friends
Other people you know
Other people you don't know
www.rajar.co.uk
What proportion of all podcast episodes that you download do you actually get round to listening to?
17
RAJAR Midas Audio Survey
MIDAS Autumn 2018
26 38 17 17
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
All of them Most of them About half of them Less than half of them None of them
PODCASTING
68 20 5 2 5
The whole episode Most of it About half Less than half It varies widely
When you do listen to a podcast episode, what
proportion of it do you normally listen to?
www.rajar.co.uk
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
4.0
0 -
4.3
0am
5.0
0 -
5.3
0am
6.0
0 -
6.1
5am
6.3
0 -
6.4
5am
7.0
0 -
7.1
5am
7.3
0 -
7.4
5am
8.0
0 -
8.1
5am
8.3
0 -
8.4
5am
9.0
0 -
9.1
5am
9.3
0 -
9.4
5am
10
.00
- 1
0.1
5am
10
.30
- 1
0.4
5am
11
.00
- 1
1.1
5am
11
.30
- 1
1.4
5am
12
.00
- 1
2.1
5p
m
12
.30
- 1
2.4
5p
m
1.0
0 -
1.1
5p
m
1.3
0 -
1.4
5p
m
2.0
0 -
2.1
5p
m
2.3
0 -
2.4
5p
m
3.0
0 -
3.1
5p
m
3.3
0 -
3.4
5p
m
4.0
0 -
4.1
5p
m
4.3
0 -
4.4
5p
m
5.0
0 -
5.1
5p
m
5.3
0 -
5.4
5p
m
6.0
0 -
6.1
5p
m
6.3
0 -
6.4
5p
m
7.0
0 -
7.1
5p
m
7.3
0 -
7.4
5p
m
8.0
0 -
8.1
5p
m
8.3
0 -
8.4
5p
m
9.0
0 -
9.1
5p
m
9.3
0 -
9.4
5p
m
10
.00
- 1
0.1
5p
m
10
.30
- 1
0.4
5p
m
11
.00
- 1
1.1
5p
m
11
.30
- 1
1.4
5p
m
12
.00
- 1
2.3
0am
1.0
0 -
1.3
0am
2.0
0 -
2.3
0am
3.0
0 -
3.3
0am
OMS Listen Again Podcasting Live Radio
Time of Day Listening takes place – MONDAY to FRIDAY average
RAJAR Midas Audio Survey
18
Live Radio reaches its maximum audience between 8.00-8.15am
Podcasts reach their highest audience between 8.00-8.15am
On Demand Music Services see a high between 11.00-11.15am
Listen Again or Catch up radio it peaks between 12.00-12.15pm.
Wee
kly
Rea
ch %
of
liste
ner
s
MIDAS Autumn 2018
www.rajar.co.uk
MIDAS Measurement of Internet Delivered Audio Services
Sample comprised of 2238 re-contacted respondents from the main RAJAR Survey
Fieldwork was conducted during July/August 2018
Data Tables available for Audio Excluding Visual by Age Demographic on request.
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
19
MIDAS Autumn 2018