2021
0
Ireland Radio and Listening Habits Market Report 2021
2021-09-03T04:16:20+01:00
OX1043555
1495
142084
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Report
en_GB
“COVID-19 has changed how consumers engage with radio and audio content, shifting more listening to in the home, while also helping to drive usage of streaming services. Moving forward, as…

Ireland Radio and Listening Habits Market Report 2021

£ 1,495 (Excl.Tax)

Report Summary

“COVID-19 has changed how consumers engage with radio and audio content, shifting more listening to in the home, while also helping to drive usage of streaming services. Moving forward, as more consumers adopt faster broadband and smart speakers, it will help to further boost overall usage of radio and digital audio content.”
– Brian O’Connor, Senior Consumer Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on radio and audio content listening habits.
  • The number of different audio content types people listen to and how frequently they listen.
  • The most popular music genres.
  • Consumer willingness to pay for audio content and the potential of subscription options.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: market context
          • Issues covered in this Report
          • Executive Summary

              • The market
                • COVID-19 sees listeners tuning in to mid-morning shows
                  • Figure 1: Average weekly reach for radio, UK, 2020
                  • Figure 2: Average weekday listenership for radio, RoI, by region, 2019 and 2020
                • National vs regional radio: preference depends on location
                  • Figure 3: Average weekday listenership for radio, national vs regional share, RoI, 2020
                • DAB dead in RoI and sees low uptake in NI
                  • COVID-19 worry levels fall/confidence improving
                    • Figure 4: Expected impact of COVID-19 on radio and audio/streaming content, short, medium and long term, August 2021
                  • Smartphones a key channel to market
                    • Figure 5: Ownership of, or access to, mobile technology devices, NI and RoI, April 2021
                  • The consumer
                    • Radio preferred audio content
                      • Figure 6: Types of audio content listened to in the last three months, NI and RoI, June 2021
                    • Car radio key channel for audio content
                      • Figure 7: Usage of devices to listen to audio content in the last three months, NI and RoI, 2021
                    • Pop and dance the most popular music
                      • Figure 8: Types of music consumers listened to in the last three months, NI and RoI, 2021
                    • News the most listened to non-music content
                      • Figure 9: Types of talk radio/podcast content consumers listened to in the last three months, NI and RoI, 2021
                    • Irish in favour of streaming recommendations
                      • Figure 10: Agreement with statements related to audio content, NI and RoI, 2021
                  • The Market – Key Takeaways

                    • COVID-19 sees listeners tuning in to mid-morning shows
                      • National vs regional radio: preference depends on location
                        • DAB dead in RoI and sees low uptake in NI
                          • COVID-19 worry levels fall/confidence improving
                            • Smartphones a key channel to market
                            • Market Drivers

                              • Short-, medium- and long-term impact on the industry
                                • Figure 11: Expected impact of COVID-19 on radio and audio/streaming content, short, medium and long term, 2021
                              • COVID-19 saw NI listeners tuning in later
                                  • Figure 12: Average weekly reach for radio, UK, 2020
                                  • Figure 13: Average weekly listening hours, UK, 2020
                                  • Figure 14: Agreement with the statement ‘I expect to continue working at home more frequently in the future’ by gender, NI and RoI, 2020
                                • Strong daily radio usage among RoI consumers
                                  • Figure 15: Average weekday listenership for radio, RoI, 2019 and 2020
                                • Dublin dwellers favour national radio in RoI
                                  • Figure 16: Average weekday listenership for radio, national vs regional share, RoI, 2020
                                  • Figure 17: Share of listening in Northern Ireland, by radio group, 2020
                                • RoI bids farewell to DAB Radio in 2021; smart speakers could absorb listeners
                                  • Figure 18: Share of radio listening in RoI – Digital devices, 2020
                                  • Figure 19: Reasons for use of smart speakers, NI, 2020
                                  • Figure 20: Ownership of DAB devices, UK, 2013 and 2020
                                • Consumer COVID-19 concerns on the wane
                                  • Figure 21: How worried consumers are about their exposure to COVID-19, IoI, 2020-21
                                • Consumer confidence bouncing back
                                  • Figure 22: Consumer agreement with the statements ‘I am cutting back on non-essential spending’, IoI, 2020-21
                                  • Figure 23: Consumer agreement with the statements ‘I’m trying to add to my savings’ and ‘I’m finding it harder to make ends meet’, IoI, 2020-21
                                • Smartphones most ubiquitous channel for audio content
                                  • Figure 24: Ownership of, or access to, mobile technology devices, NI and RoI, 2020
                                  • Figure 25: Agreement with statements relating to mobile phones, NI and RoI, 2021
                              • Companies and Innovations – Key Takeaways

                                • Amazon moving into podcasting
                                  • Spotify somewhat emulates the radio experience
                                  • Who’s Innovating?

                                    • Amazon offers original podcast content
                                      • Spotify somewhat emulates the radio experience
                                        • Opportunities for streaming more live music events
                                        • Company Profiles

                                            • Streaming services
                                              • YouTube Music
                                                • Key facts
                                                  • Product portfolio
                                                    • Recent developments
                                                      • Spotify
                                                        • Key facts
                                                          • Product portfolio
                                                            • Recent developments
                                                              • Apple Music/Podcasts
                                                                • Key facts
                                                                  • Product portfolio
                                                                    • Recent developments
                                                                      • Tidal
                                                                        • Key facts
                                                                          • Product portfolio
                                                                            • Recent developments
                                                                              • Deezer
                                                                                • Key facts
                                                                                  • Product portfolio
                                                                                    • Recent developments
                                                                                      • Radio stations (NI)
                                                                                        • Cool FM
                                                                                          • Key facts
                                                                                            • Recent developments
                                                                                              • Q Radio
                                                                                                • Key facts
                                                                                                  • Recent developments
                                                                                                    • BBC Sounds (Radio Ulster/Foyle)
                                                                                                      • Key facts
                                                                                                        • Recent developments
                                                                                                          • Blast 106
                                                                                                            • Key facts
                                                                                                              • Recent developments
                                                                                                                • Radio stations (RoI)
                                                                                                                  • Newstalk
                                                                                                                    • Key facts
                                                                                                                      • Recent developments
                                                                                                                        • Today FM
                                                                                                                          • Key facts
                                                                                                                            • Recent developments
                                                                                                                              • RTÉ Radio 1
                                                                                                                                • Key facts
                                                                                                                                  • Recent developments
                                                                                                                                    • SPIN1038
                                                                                                                                      • Key facts
                                                                                                                                        • Recent developments
                                                                                                                                          • Audiobooks
                                                                                                                                            • Audiobooks.com
                                                                                                                                              • Key facts
                                                                                                                                                • Product portfolio
                                                                                                                                                  • Recent developments
                                                                                                                                                    • Audible
                                                                                                                                                      • Key facts
                                                                                                                                                        • Product portfolio
                                                                                                                                                          • Recent developments
                                                                                                                                                            • Google Play
                                                                                                                                                              • Key facts
                                                                                                                                                                • Recent developments
                                                                                                                                                                • The Consumer – Key Takeaways

                                                                                                                                                                  • Radio preferred audio content
                                                                                                                                                                    • Car radio key channel for audio content
                                                                                                                                                                      • Pop and dance the most popular music
                                                                                                                                                                        • News the most listened to non-music content
                                                                                                                                                                          • Irish in favour of streaming recommendations
                                                                                                                                                                          • Audio Content Used

                                                                                                                                                                              • Six in 10 consumers listen to music on radio at home
                                                                                                                                                                                • Figure 26: Types of audio content listened to in the last three months, NI and RoI, 2021
                                                                                                                                                                              • Radio music more likely to be used by working consumers
                                                                                                                                                                                • Figure 27: Consumers who listen to music on the radio while out of the home, by work status, NI and RoI, 2021
                                                                                                                                                                                • Figure 28: Where consumers worked before and during COVID-19, NI and RoI, 2020
                                                                                                                                                                              • Free music streaming preferred to paid-for services
                                                                                                                                                                                • Figure 29: Consumers who listen to music on streaming services, paid vs free, NI and RoI, 2021
                                                                                                                                                                              • Mature consumers more avid talk radio listeners
                                                                                                                                                                                • Figure 30: Consumers who listen to talk radio while at home, by work status, NI and RoI, 2021
                                                                                                                                                                                • Figure 31: Actual and projected population (%), NI and RoI, by age, 2017 and 2041/6
                                                                                                                                                                            • Devices Used to Listen

                                                                                                                                                                                • Car radio key channel for audio content
                                                                                                                                                                                  • Figure 32: Usage of devices to listen to audio content in the last three months, NI and RoI, 2021
                                                                                                                                                                                • Mature consumers more likely to use car radios
                                                                                                                                                                                  • Figure 33: Usage of car radios to listen to audio content in the last three months, by age group, NI and RoI, 2021
                                                                                                                                                                                  • Figure 34: Car ownership, by age, NI and RoI, 2021
                                                                                                                                                                                • Smartphone usage for listening higher among city dwellers
                                                                                                                                                                                  • Figure 35: Usage of smartphones to listen to audio content in the last three months, by location, NI and RoI, 2021
                                                                                                                                                                              • Types of Music Listened to

                                                                                                                                                                                  • Pop and rock preferred music types
                                                                                                                                                                                    • Figure 36: Types of music consumers listened to in the last three months, NI and RoI, 2021
                                                                                                                                                                                  • Pop and dance appeals more to women
                                                                                                                                                                                    • Figure 37: Consumers who have listened to pop/dance vs rock/metal in the last three months, by gender, NI and RoI, June 2021
                                                                                                                                                                                  • Traditional/country shows strongest usage among older generations
                                                                                                                                                                                    • Figure 38: Consumers who have listened to traditional/folk/country in the last three months, by age group, NI and RoI, 2021
                                                                                                                                                                                • Types of Talk Radio/Podcast Content Listened to

                                                                                                                                                                                    • News the most listened to non-music content
                                                                                                                                                                                      • Figure 39: Types of talk radio/podcast content consumers listened to in the last three months, NI and RoI, 2021
                                                                                                                                                                                    • Affluent consumers see strongest engagement with news content
                                                                                                                                                                                      • Figure 40: Consumers who listened to the news in the last three months, by gender and socio-economic group, NI and RoI, 2021
                                                                                                                                                                                  • Attitudes towards Audio Content

                                                                                                                                                                                      • Irish in favour of streaming recommendations
                                                                                                                                                                                        • Figure 41: Agreement with statements related to audio content, NI and RoI, 2021
                                                                                                                                                                                      • Customisation appreciated more by younger consumers
                                                                                                                                                                                        • Figure 42: Agreement with the statement ‘I like it when streaming services recommend me similar content based on my listening habits’, by age group, NI and RoI, 2021
                                                                                                                                                                                      • Preference for audiobooks over standard books
                                                                                                                                                                                        • Figure 43: Agreement with the statement ‘I prefer audiobooks to actual books’, NI and RoI, 2021
                                                                                                                                                                                      • NI consumers place more onus on local radio content
                                                                                                                                                                                        • Figure 44: Agreement with the statement ‘I prefer listening to local content compared to national radio/content’, by age group, NI and RoI, 2021
                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                      • Data sources
                                                                                                                                                                                        • Abbreviations

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