Using the latest RAJAR MIDAS research, the IAB wanted to take a deep dive into the UK's digital audio audience.
The results revealed that:
- In total, 22.3 million people in the UK listen to online audio, over 41.3% of the population
- People spend 9.9 hours a week on average listening to digital audio, increasing to 11.6 hours on average for 15-24 year olds
- 19% of people who listen to digital audio listen exclusively online. This increases to 35% of 15-24 year olds.
The IAB’s audio council defines digital audio as: On-demand music services and live radio via desktop/laptop, tablet and smartphone, any podcast and any listen again.