MIDAS Autumn 16 Headlines
•
Connected Audio weekly reach is now 21.9m. This is an increase of 145k
from Summer 16
•
People are spending 231.6m hours listening to connected audio a week.
This works out at an average of 11 hours per week
•
4.7m 55+ listen to Connected Audio each week - up 19% from Summer 16
•
The popularity of smartphones as an audio platform continues to rise - 19m
now listen via a smartphone each week.
•
On demand music streaming continues to grow. Total weekly reach is now
9.4m, up by over half a million from Summer 16 (+7%)
Connected Audio Reach
Weekly Reach
21.9M
12.7M
11.1M
10.8M
9.6M
9.2M
7.6M
4.7M
All Ads
Men
Women
15-34
35-54
55+
ABC1
C2DE
Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016
Connected Audio Reach
15-34
9M
Weekly reach
7.7M
6.2M
8M
9.6M
10.1M
9.6M
8.1M
6.5M
5.2M
Autumn 12 Spring 13 Autumn 13 Spring 14 Autumn 14 Spring 15 Autumn 15 Spring 16 Summer 16 Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016
Connected Audio Reach
Share of total (%)
15-24
18
21
34
28
30
36
12
21
25-34
21
36
21
22
35-54
55+
21
18
18
19
18
18
30
36
34
35
34
35
23
23
22
23
25
25
23
26
24
23
21
28
22
35
22
22
Autumn 12 Spring 13 Autumn 13 Spring 14 Autumn 14 Spring 15 Autumn 15 Spring 16 Summer 16 Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016
Connected Audio Reach
Male
Female
45
42
44
46
47
47
47
48
49
56
55
58
57
54
53
53
53
52
51
Share of total (%)
44
Autumn 12 Spring 13 Autumn 13 Spring 14 Autumn 14 Spring 15 Autumn 15 Spring 16 Summer 16 Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016
Connected Audio Reach
Desktop/Laptop
Smartphone
Tablet
11.7M
Weekly reach
10.4M
3.7M
Desktop/Laptop
Smartphone
Tablet
Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016
Connected Audio Hours
Weekly Hours
231.6M
138.2M
136M
122.8M
95.6M
93.4M
58.7M
29.1M
All Ads
Men
Women
15-34
35-54
55+
ABC1
C2DE
Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016
Connected Audio Hours
Listen Again/Catch Up
14
23
Share of total (%)
37
37
24
15
ODMS
14
13
40
41
9
9
38
41
37
37
11
13
43
14
48
40
Podcasts
23
14
22
Live Radio via IP
17
12
13
48
15
37
38
43
41
34
8
9
9
9
10
Autumn 12 Spring 13 Autumn 13 Spring 14 Autumn 14 Spring 15 Autumn 15 Spring 16 Summer 16 Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016
Digital listening - Reach
Live Radio via IP
ODMS
Podcast
Listen again/Catch-up
Change
from
Autumn 12
12000
+98%
+628%
Weekly Reach (000s)
9000
6000
+59%
+80%
3000
0
Autumn 12
Source: MIDAS
Spring 13
Autumn 13
Spring 14
Autumn 14
Spring 15
Autumn 15
Spring 16
Summer 16
Autumn 16
Source: MIDAS Autumn 2016
Digital Listening Not Impacted Radio Reach
50000
Live Radio via IP
Live Broadcast Radio
ODMS
Podcast
Listen again/Catch-up
Change
from
Autumn 12
+3%
Weekly Reach (000s)
37500
25000
+98%
+628%
+59%
+80%
12500
0
Autumn 12
Source: MIDAS
Spring 13
Autumn 13
Spring 14
Autumn 14
Spring 15
Autumn 15
Spring 16
Summer 16
Autumn 16
Source: MIDAS Autumn 2016
Digital listening - Hours
Live Radio via IP
ODMS
Podcast
Listen again/Catch-up
Change
from
Autumn 12
110000
+622%
Weekly Hours (000s)
82500
+62%
55000
+116%
-3%
27500
0
Autumn 12
Source: MIDAS
Spring 13
Autumn 13
Spring 14
Autumn 14
Spring 15
Autumn 15
Spring 16
Summer 16
Autumn 16
Source: MIDAS Autumn 2016
Device Reach
33M -14%
AM/FM Radio (analogue not digital)
39M
26M
DAB Digital Radio
19M
21M
Desktop/Laptop computer
16M
19M
7M
Tablet (Kindle HD/ iPad/ Nexus)
9M
+157%
9M
-3%
+173%
Wave 10
Wave 1
4M
Digital music player (e.g. iPod/ Walkman/ Sonos)
Source: MIDAS
-0%
16M
Mobile Phone - Smartphone
Record player / decks (vinyl)
+21%
17M
CD player
Wi-Fi/Internet Radio Set (not through a computer)
+38%
10M
2M +235%
0M
1M
-3%
1M
Source: MIDAS Autumn 2016
Device Hours
461M
AM/FM Radio (analogue not digital)
609M
410M
DAB Digital Radio
286M
261M
Desktop/Laptop computer
Tablet (Kindle HD/ iPad/ Nexus)
Record player / decks (vinyl)
Source: MIDAS
+51%
-21%
69M
87M
161M
29M
64M
+450%
Wave 10
Wave 1
+336%
15M
70M
Digital music player (e.g. iPod/ Walkman/ Sonos)
Wi-Fi/Internet Radio Set (not through a computer)
+44%
173M
CD player
Mobile Phone - Smartphone
-24%
-10%
77M
13M+140%
5M
5M
7M
-30%
Source: MIDAS Autumn 2016
ODMS Reach by Age
15-24
25-34
35-54
55+
0.8M
0.6M
Weekly reach
0.7M
0.7M
2.3M
1.4M
0.6M
0.2M
0.5M
0.3M
0.4M
0.2M
0.4M
0.9M
1.1M
1.1M
1.1M
1.2M
1.7M
2.6M
2M
2.5M
0.4M
1.9M
0.6M
1.9M
2.5M
1M
2.8M
1.6M
1.7M
2.7M
2.4M
2.6M
2.3M
2.1M
2.4M
3.1M
3.4M
3.3M
Autumn 12 Spring 13 Autumn 13 Spring 14 Autumn 14 Spring 15 Autumn 15 Spring 16 Summer 16 Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016
Live Radio via IP Reach by Age
15-24
25-34
35-54
55+
1.9M
1.9M
2.2M
Weekly reach
2.1M
1.3M
1.5M
1.3M
0.8M
1.6M
2.4M
0.5M
1.6M
2.6M
2.1M
1.3M
1.3M
1.9M
1.7M
3.1M
1.8M
1.5M
4.1M
3.1M
3M
2.2M
1.3M
3.9M
4.7M
2.3M
1.3M
1.7M
2M
2.1M
2.2M
2.3M
2.3M
2.3M
2.6M
2.5M
1.6M
Autumn 12 Spring 13 Autumn 13 Spring 14 Autumn 14 Spring 15 Autumn 15 Spring 16 Summer 16 Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016
Podcast Reach by Age
15-24
Weekly reach
0.5M
25-34
0.5M
0.5M
1.6M
1.3M
2.1M
1.6M
0.2M
0.4M
1.2M
1.6M
0.8M
35-54
0.6M
0.4M
1.4M
0.9M
1.1M
0.4M
1.5M
1M
0.9M
0.8M
0.3M
0.5M
0.9M
0.9M
1.1M
0.6M
55+
0.9M
0.7M
0.5M
1.7M
1.6M
1.2M
1.3M
0.8M
0.8M
1.5M
1M
0.7M
Autumn 12 Spring 13 Autumn 13 Spring 14 Autumn 14 Spring 15 Autumn 15 Spring 16 Summer 16 Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016
Listen Again Reach by Age
15-24
25-34
35-54
55+
Weekly reach
2.3M
1.2M
1.1M
1.5M
0.8M
1.9M
1.3M
1.5M
1.1M
0.7M
0.7M
0.7M
0.3M
0.4M
0.5M
1M
1.7M
2M
1.1M
1.3M
1.3M
1.3M
0.6M
0.8M
0.6M
0.6M
0.4M
0.5M
2.1M
0.4M
0.4M
2M
0.7M
0.2M
1.8M
0.9M
0.2M
1.9M
0.9M
0.3M
Autumn 12 Spring 13 Autumn 13 Spring 14 Autumn 14 Spring 15 Autumn 15 Spring 16 Summer 16 Autumn 16
Source: MIDAS
Source: MIDAS Autumn 2016