In the UK radio listening is booming. Radio listening in the UK has reached an all time high of 46.5 million adults, or 90.6% of the UK population (15+), according to new data released by RAJAR (Radio Joint Audience Research).
Included in the rise is broadcast listening as well as listening to all digital platforms including digital radio (DAB), Internet radio and radio over digital television. The share of radio listening via a digital platform has increased by 19% year on year to 24%. 12.6% of adults aged 15+ listened to radio via their mobile phone. In the UK they count all of it as listening to radio, and they measure it and announce audience gains as an industry.
That’s pretty different from the approach the radio industry has taken of late here in the US, where radio is broadcast radio and satellite and Internet radio are shunned as separate media. Instead, here in the US we have professionals in the industry writing articles about why Internet radio and Pandora in particular are destined to lose audience and fail. It’s time for the industry to wake up to the fact that CBSRADIO and Pandora are both radio companies. Seen through that lens, who can disagree that radio’s audience is growing?