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Internet radio hits the mainstream

Tuesday, February 5, 2008
More than 8 million people in the UK listen to web-based radio services every week and nearly 2 million download podcasts on a weekly basis, according to a survey that suggests internet radio has hit the mainstream.

Commissioned by the industry's audience research body Rajar, the Ipsos Mori survey last autumn found that more than 12 million people have listened to the radio online and 8.1 million listen every week either through live streaming or "listen again" services.

Ipsos Mori found that 75% of users do not listen to less live radio as a result of listening again online, with 50% tuning into new shows as a result.

The same was true of podcasting, with one-fifth of respondents saying they now listen to more live radio and nearly one-third saying they listen to new radio shows after sampling them via podcasts.

Only 8% of those surveyed said they listened to less radio because of the availability of podcasts.

Of the 4.3 million who have downloaded podcasts, around 1.87 million people listen to at least one podcast each week.

Two-thirds of podcast listeners subscribe to their favourite shows through iTunes, with nearly half tuning in during the evening.

Of these, 80% listen through their computers and 61% copy the podcasts to their MP3 players.

Music and comedy are the most popular genres, with each user subscribing to more than three podcasts, on average, and listening to 53 minutes each week.

"This survey is very much a toe in the water," said the Rajar research director, Paul Kennedy.

"Although we already knew that listen again, personalised online radio and podcasting had many advocates, we knew nothing of their standing in the mainstream.

"This survey tells us and our subscribers, who are actively involved in these areas, more about them."

Although podcasts are popular with listeners, media organisations have struggled to turn them into significant money spinners.

Producers have so far focused on building an audience and encouraging listeners to get used to the podcast format.

The Rajar survey indicates that a free, advertising-supported format would be accepted by most listeners, with 58% expressing interest, but less than one-third said they would subscribe to a paid-for service without adverts.
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