Key Insights from Radiocentre Ireland's Audio Report - 2024.

Audio remains a cornerstone of Irish media consumption. The recently released JNLR Irish Audio Report 2024 highlights the evolving habits of listeners in Ireland, here's a look on how technology in shaping the nation’s audio preferences. Here are the key takeaways from this report.

Live Radio’s Appeal

In Ireland, live radio remains the most popular choice of media despite the growth of digital streaming and on-demand services. The report reveals that 90% of adults tune into live radio weekly, with an impressive 75% share of total audio listening time. The simplicity and accessibility of radio, which effortlessly provides enjoyment, news, and connection without requiring constant searching, are credited with its ongoing appeal.

Interestingly, radio’s dominance isn’t just limited to older audiences. It remains the most popular format across all age groups, showing its resilience in an increasingly digital world.

The Rise of Digital Connectivity

Ireland’s population is highly connected, with 92% owning a smartphone and 55% using Bluetooth-enabled wireless headphones. These technologies have made audio content more accessible than ever, whether at home, on the go, or in the car. The adoption of smart speakers, such as Alexa and Google Home, has also grown significantly, with 44% of Irish households now owning one, it has substantially increased from just 11% in 2018.Younger listeners, particularly those aged 15-24, are leading the charge in mobile audio consumption, with over half using smartphones to stream music daily. This highlights the importance of mobile-friendly audio content.

Cutting Back on Paid Subscriptions

In contrast to the growth of digital audio, subscriptions to online audio platforms like Spotify Premium and YouTube Premium have experienced a decline. The report notes a 2% drop in paid subscriptions over the past year, a trend likely influenced by the cost-of-living pressures that many households face.

Despite this reduction, 36% of the population still subscribe to at least one audio service, with younger audiences more likely to pay for premium content. Half of all 15-24-year-olds subscribe to audio streaming services, underscoring the generational divide in spending priorities on media content.

In-Car Listening on the Rise

Another noteworthy trend is the increasing popularity of in-car audio consumption. Listening in cars has grown to 43% daily, with a notable peak of 51% among those in employment. Live radio is the dominant choice for in-car listening, highlighting its role as a trusted companion during commutes and travel.

In Conclusion the JNLR Irish Audio Report 2024 offers a compelling glimpse into the evolving audio landscape in Ireland. While live radio remains a dominant force, the growing role of digital technology in shaping listening habits is undeniable. As Irish audiences balance tradition with innovation, the future of audio promises to be both dynamic and deeply rooted in the country’s enduring love for sound.

For broadcasters and content creators, these insights provide a valuable roadmap for meeting the needs of modern listeners while staying true to the core values that have made radio a staple in Irish homes for decades.

To find out more go to: https://bit.ly/RadiocentreIreland