The audio landscape has changed dramatically in recent years. In addition to traditional FM radio, web radio and audio streaming have become increasingly popular, mainly due to the boom in podcasts. But does this mean that the previous approach to audio planning has become obsolete? Do advertisers now have to choose a different audio mix? To answer these and other questions, Mediaplus Austria and Media1 have launched the Generation Audio Study. We were also able to draw on the expertise of the leading private radio station Kronehit.
The audio landscape has changed dramatically in recent years. In addition to traditional FM radio, web radio and audio streaming have become increasingly popular, especially due to the boom in podcasts. But does this mean that the previous approach to audio planning has become obsolete? Do advertisers now have to choose a different audio mix? To answer these and other questions, we at Mediaplus Austria teamed up with Media1 to launch the Generation Audio Study. We were also able to draw on the expertise of the leading private radio station Kronehit.
The aim of the study was to gain a precise understanding of listeners' highly fragmented audio usage and to generate insights that would take audio planning in Austria to a whole new level.
Audio in everyday life: Radio dominates, streaming and YouTube are catching up
Audio is an important part of people's lives. 71% of respondents agree that they regularly take time to consciously listen to music. However, audio usage has become highly fragmented. People use a variety of services that meet their individual needs.
97% of Austrians (aged 14-69) use a music content channel at least occasionally (see figure below). Radio content (traditional radio & web radio) continues to play the biggest role. However, the video platform YouTube comes in second place, which was certainly not to be expected, as YouTube is still perceived by most people as a video platform. Music streaming providers follow in third place. One-third use MP3s/downloads, 29% use CDs, and 16% still use vinyl from time to time.
Voice content is also relevant for every second person. With 34% of at least occasional listeners, podcasts are just behind audiobooks/games. Due to their often very good content, podcasts have long been of interest to advertisers. However, the importance and use of individual audio channels varies significantly with age. Among 14-29-year-olds, music streaming is almost on par with radio content, but in terms of usage intensity (several times a week), streaming is clearly ahead (56% vs. 46%). Radio content dominates among 50-69-year-olds, while CDs are the third strongest audio source in this age group. Among 30-49-year-olds, YouTube video is particularly strong (61% are at least occasional users). Nevertheless, radio content is clearly in first place here as well.
Overview of usage situations
Radio content continues to be listened to via established usage patterns (at home, in the car, etc.). However, music streaming is clearly the leader when it comes to listening on the go (e.g., while exercising or on public transportation). Among all regular YouTube video users, half also listen to music on the go (just under two-thirds among 14-29-year-olds). Since there are apps on the market that allow music to be played in the background (YouTube does not have to be actively running on the screen), this barrier has also been removed. These new findings inevitably mean that we have to rethink our creative briefings for this area and formulate them in a fundamentally different way, because advertising on YouTube in the music video environment now needs to be critically questioned (visibility, acceptance, etc.).
Podcasts peak in the evening and are also often listened to while falling asleep (28% of regular listeners). This conscious listening leads to a higher advertising impact and gives podcasts a special place in audio planning.
Headphones are used regularly on the go by 43%. But 28% also use their “earbuds” regularly at home. Apart from FM/DAB+ devices, smartphones are the most commonly used device for audio content. In addition to PCs/laptops, smart speakers are also playing an important role. This opens up new creative approaches to communicating with consumers and engaging in interaction (I can talk to brands via Alexa and similar devices).
In one of our next blog articles, you can expect exciting insights into the use of music streaming services. Spotify, for example, is very important for the young audio generation, but due to the high significance of music, it is more difficult to reach them with advertising, so other platforms must be used to complement it.
