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, 22.5 million people in the UK listen to online audio, over 41.4% of the population
People spend 10.6 hours a week on average listening to digital audio, increasing to 12.5 hours on average for 25-34 year olds
19% of people who listen to digital audio listen exclusively online. This increases to 29% 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.