The fight for our digital listening hours has begun

The fight for our digital listening hours has begun

Mediatel’s ‘The Future of Audio’ conference has seen several brands stake a claim in the digital audio future. 66% of the UK’s population now listen to audio via a digitally connected device, throughout the week and as the way consumers listen to audio evolves, it opens up opportunities for growth and competition, within audio advertising. Spotify looks to take on traditional in-car live radio Spotify has announced plans to launch driving playlists and increase investment in podcasts in a move to demonstrate they are ‘absolutely focused’ on growing their share of in-car listening. Currently, the most common type of in-car audio consumption is via FM/AM or DAB live radio. Only 8% of those surveyed in Ofcom’s Media Nations 2019 report listen to music via a streaming service, and only 4% listen to podcasts. However as in-car media systems such as Apple Carplay and smart voice assistants such as Siri and Bixby improve, it will be even easier for consumers to listen to their own music and podcasts in-car. Bauer to build on digital growth Another brand to embrace digital growth is Bauer Media. Their digital station, KISSTORY, is now the largest digital radio station in the UK with over 14 million users. 2019 has also seen successful debuts from Country Hits Radio and Scala Radio. Chief Revenue Officer for Bauer Media, Simon Kilby, outlined how the current trend of in podcasting, DAB, and the rise of online listening matched growth in connected cars, 5G and smart speakers. Commercial radio is in its fifth consecutive year of growth and captures 36m listeners each week in the UK and since 2015,...