英國(guó)在線廣播市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

DIGITAL

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TRENDSOnlineradiointheUnitedKingdom(UK)CHAPTER

01OverviewRadioreachweeklyintheUnitedKingdomfromthe1stquarterof2011tothe3rdquarterof2023(inmillionindividuals)WeeklyradioreachintheUnitedKingdom(UK)Q12011-Q3202360504030201003Description:AstudyontheweeklyradioreachintheUnitedKingdom(UK)fromthefirstquarterof2011tothethirdquarterof2023showedthattheweaklyreachofradiohasincreasedovertheyear.WeeklyradioreachintheUKremainedgenerallystableovertheperiodofconsideration,withreachrangingbetween46.6millionand56millionindividuals.Inthethirdquarterof2023,55.96millionindividualslistenedtotheradioweekly.ReadmoreNote(s):UnitedKingdom;participantsinthesurveywereaskedtocompletealisteningdiaryforoneweek**;*Timespansofthequartersroughly:Q1:December31toMarch31Q2:April1toJune23.Q3:June24toSeptember15Q4:September[...]

ReadmoreSource(s):Ipsos;RAJAR;RSMBAudiolisteningtimedistributionbyaudiotypeintheUnitedKingdom(UK)in2023AudiolisteningtimedistributionbyaudiotypeintheUnitedKingdom(UK)202380%69%70%60%50%40%30%20%10%0%14%6%4%3%2%2%1%LiveradioOndemandmusicPodcastsDigitaltracksCDsAudiobooks'Listenagain'radioVinyl4Description:AccordingtodataonaudiolisteningtimeintheUnitedKingdom(UK)fromspring2023,podcastconsumptionaccountedforsixpercentoftimespentlisteningtoaudio,whileliveradioaccountedfor69percentoflisteningtime.ReadmoreNote(s):UnitedKingdom;Spring2023;1,886respondents;basedonanaverageweek;*Re-contactedparticipantsfromthemainRAJARsurvey.Participantsareaskedtokeepadiaryrecordingtheirradiolisteningforaweek.

ReadmoreSource(s):Ipsos;RAJARAnnualcommercialradiorevenuesintheUnitedKingdom(UK)from2007to2022bysector(inmillionGBP)AnnualcommercialradiorevenuesintheUnitedKingdom(UK)2007-2022,bysectorLocalNationalBrandedcontentDigital800700600500400300200100077.745.471.349.334.827.520.4122.5109.7130.5144.7129.546.8113.1101.5337.3103.2101.1105.8304.8104.2112.8287105.1283.9108.7270102.6276.2101.5259.4360.3377.6338.8379.3325.7308.2402.8394.3357.1174.32017168159.42007152.92012158165.82014163.52015166.42016149.62008144.72009144.32010143.52011143.42019115.12021123.52022932013201820205Description:AccordingtoastudyonannualcommercialradiorevenuesintheUnitedKingdom(UK)from2007to2022,thenationalcommercialradiorevenuesamountedto394.3millionBritishpoundsin2022.Overall,allradiorevenueshaveincreasedafterayearoflowrevenuesin2020.ReadmoreNote(s):UnitedKingdom;2007to2022Source(s):Ofcom;RadioAdvertisingBureauUKWeeklyreachofdigitalradiointheUnitedKingdom(UK)from1stquarter2009to3rdquarter2023DigitalradioreachintheUnitedKingdom(UK)Q12009-Q3202395%85%75%65%55%45%35%25%Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q3Q4Q1Q2Q3Q4Q1Q2Q309

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236Description:AccordingtoastudyontheweeklydigitalradioreachintheUnitedKingdom(UK)fromthefirstquarter2009tothethirdquarterof2023radioconsumptionhasbeenincreasingslightly.Inthemostrecentquarter,87.9percentofUKadultslistenedtodigitalradioweekly.ReadmoreNote(s):UnitedKingdom;participantsinthesurveywereaskedtocompletealisteningdiaryforoneweek**;*Timespansofthequartersroughly:Q1:December31toMarch31Q2:April1toJune23Q3:June26toSeptember15Q4:September17[...]

ReadmoreSource(s):Ipsos;RAJAR;RSMBShareofradiolisteningtimeviaonlineandappsintheUnitedKingdom(UK)from1stquarter2011to3rdquarter2023OnlineradioshareoflisteningtimeintheUnitedKingdom(UK)Q12011-Q3202320%18%16%14%12%18.11%8.1%14%12.5%

12.5%11%9.3%9.3%

9.4%13%12.4%11.5%10.51%0.51%0.51%0.4%10.2%9.6%10%8%6%4%2%0%8.8%8%7.4%8.5%8%8%

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'237Description:AccordingtoastudyonradioconsumptionintheUnitedKingdom,theshareofradiolisteningtimecarriedoutviaonlineradioorradioappsintheUnitedKingdom(UK)fromthefirstquarterof2011tothefirstquarterof2023hasbeensteadilydecreasing.Inthethirdquarter2023,justovertenpercentofradiolisteningwasdoneviatheseplatforms,adecreasecomparedtothecorrespondingquarterin2022.

ReadmoreNote(s):UnitedKingdom;Q12011toQ32023*;participantsinthesurveywereaskedtocompletealisteningdiaryforoneweek**;*Timespansofthequartersroughly:Q1:December31toMarch31Q2:April1toJune23Q3:June26to[...]

ReadmoreSource(s):Ipsos;RAJAR;RSMBEstimatedrevenueofthemusic,radio,andpodcastsegmentintheUnitedKingdom(UK)from2018to2027(inmillionsU.S.dollars)Music,radio,andpodcastrevenueintheUnitedKingdom(UK)2018-2027DigitalMusicTraditionalMusicTraditionalRadio9,0008,0007,0006,0005,0004,0003,0002,0001,00001,860.143,059.41,846.122,922.211,833.392,795.581,819.511,799.612,495.821,773.281,908.981,799.52,194.91,789.382,060.232,646.231,740.54686.571,690.8627.772,997.1620263,084.3420272,884.6920252,740.7820242,360.2520232,165.9720212,148.1820221,939.1620201,451.720191,285.120188Description:Therevenueisforecasttoexperiencesignificantgrowthinallsegmentsin2027.Aspartofthepositivetrend,theindicatorachievethemaximumvalueacrossallthreedifferentsegmentsbytheendofthecomparisonperiod.Notably,thesegmentDigitalMusicstandsoutwiththehighestvalueof3.1billionU.S.dollars.ReadmoreNote(s):UnitedKingdom;2018to2027Source(s):Advertising&MediaInsightsCHAPTER

02TimespentBBCRadioshareofradiolisteninghoursintheUnitedKingdomfrom3rdquarter2021to1stquarter2023BBCRadioshareofradiolisteningtimeintheUnitedKingdom(UK)Q32021-Q12023Shareofhours30%0%10%20%40%50%60%Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'2310Description:Inthefirstquarterof2023,BBCRadio'sshareintotalradiolisteninghoursdecreasedto46.3percent,downfrom49.2percentinthecorrespondingquarterofthepreviousyear.

ReadmoreNote(s):UnitedKingdom;Q32021toQ12023;participantsinthesurveywereaskedtocompletealisteningdiaryforoneweek*;*Additionalinformationregardingsurveymethodologyandtimespansofadditionalquartersishere.Thesource[...]

ReadmoreSource(s):Ipsos;RAJAR;RSMBDigitalradio'sshareofradiolisteningtimeintheUnitedKingdom(UK)from1stquarter2009to4thtquarter2022DigitalradioshareoflisteningtimeintheUnitedKingdom(UK)Q12009-Q12022Shareoftime0%5%10%15%20%25%30%35%Q109Q209Q309Q409Q110Q210Q310Q410Q111Q211Q311Q411Q11211Description:Accordingtodataondigitalradio'sshareoflisteningtimeintheUnitedKingdom(UK)fromthefirstquarterof2009tothefinalquarterof2022,digitallisteningaccountedfor67percentoflisteningtimeinthemostrecentquarter.TheshareofdigitalradioconsumptionhasincreasedovertheyearsduetotheuseofDAB,whichaccountedfor58percentofradioconsumptioninthesamequarter.ReadmoreNote(s):UnitedKingdom;Q12009toQ42022;participantsinthesurveywereaskedtocompletealisteningdiaryforoneweek**;*Timespansofthequartersroughly:Q1:December31toMarch31Q2:April1toJune23Q3:June25toSeptember[...]

ReadmoreSource(s):RadioTodayUK;RAJARDistributionofradiolisteningtimeintheUnitedKingdom(UK)from1stquarter2011to3rdquarter2023,byplatformPlatformdistributionofradiolisteningintheUnitedKingdom(UK)Q12011-Q32023AM/FMDABDTVOnline/AppsUnspecified**DigitalUnspecified**AllDigital80%70%60%50%40%30%20%10%0%12Description:AccordingtoastudyontheradiolisteningtimeintheUnitedKingdom(UK)betweenthefirstquarterof2011tothethirdquarterof2023,mostpeopleliketolistentotheradiousingDAB.Inthethirdquarter,radiolisteningviawebsiteorappaccountedforjustover10percentofalllisteningtimeintheUK,upfrom10.2percentinthethirdquarterof2022.ReadmoreNote(s):UnitedKingdom;Q12011toQ32023***;participantsinthesurveywereaskedtocompletealisteningdiaryforoneweek****;*Thesourceaddsthefollowinginformation:"AsofQ12016,aplatformattributionmodelhasbeenappliedto[...]

ReadmoreSource(s):Ipsos;RAJAR;RSMBDistributionofcommercialradio'slisteningtimeintheUKfrom1stquarter2011to3rdquarter2023,byplatformCommercialradiolisteningdistributionintheUKQ12011-Q32023,byplatformAM/FMDABDTVOnline/AppAlldigitalUnspecified**90%80%70%60%50%40%30%20%10%0%13Description:AccordingtodataoncommercialradiolisteningintheUnitedKingdom(UK)fromquarterone2011tothethirdquarterof2023,23.6percentofradiolisteningwasviaAM/FM,whileanotherfourpercentlistenedtotheradioviaTV.Thehighestshare,namely44.2percent,usedDABfortheirradioconsumption.ReadmoreNote(s):UnitedKingdom;Q12011toQ32023*;participantsinthesurveywereaskedtocompletealisteningdiaryforoneweek***;*Timespansofthequartersroughly:Q1:December31toMarch31Q2:April1toJune23Q3:June25to[...]

ReadmoreSource(s):RadioTodayUK;RAJARTimespentlisteningtodigitalradiointheUnitedKingdomfrom1stquarter2009to3rdquarter2023(inmillionhours)TimespentlisteningtodigitalradiointheUnitedKingdom(UK)Q12009-Q32023750650550450350250150Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q4Q1Q2Q3Q4Q1Q2Q309

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2314Description:AccordingtodataonthedigitalradioconsumptionintheUnitedKingdom(UK)fromthefirstquarterof2009tothethirdquarterof2023,thequarterlydigitalradiolisteningtimehasincreasedovertheyears.Inthefirstquarterof2009,206millionhourswerespentlisteningtodigitalradiowhilethethirdquarterof2023reachedapeakat714millionhourslistened.ReadmoreNote(s):UnitedKingdom;Q12009toQ32023*;participantsinthesurveywereaskedtocompletealisteningdiaryforoneweek**;*Timespansofthequartersroughly:Q1:December31toMarch31Q2:April1toJune23Q3:June25to[...]

ReadmoreSource(s):RadioTodayUK;RAJARCHAPTER

03ListenerhabitsShareofpeoplewhoconsumedliveradiointheUnitedKingdomin2021,byageLiveradioconsumptionintheUKin2021,byage90%85%80%76%70%70%60%50%40%30%20%10%0%51%34%15+years15-24years25-34years35-54years55+years16Description:AccordingtoastudyontheradioconsumptionintheUnitedKingdomin2021,liveradiowasverypopularamongtheagegroupof55yearsandolder,as85percentofrespondentstunedin.Whileliveradiowasnotaspopularamongthegenerationof15to24year-olds,76percentof35to54year-oldsalsoconsumedliveradio.ReadmoreNote(s):UnitedKingdom;November/December2021;1,303respondents;15+years;formerRAJARrespondentswillingtobere-contacted,completingtheonlineMIDASdiaryforaweekSource(s):RAJARDevicesusedforaudioconsumptionintheUnitedKingdomin2021,byageAudioconsumptiondevicesintheUK2021,byage15-2425-3435-5555+60%50%40%48%39%36%32%30%24%22%19%19%20%10%0%17%14%14%13%13%

13%13%11%9%8%8%8%6%6%5%

5%AM/FMradioDesktop/laptopcomputerVoiceactivatedspeakerDABdigitalradioSmartphoneOtherdevice*17/statistics/1300793/devices-audio-consumption-united-kingdomAccordingtoastudyonaudioconsumptionintheUnitedKingdomin2021,youngergenerationsmostlyusedtheirsmartphonetoaccessaudiocontent,whileolderagegroupsmostlyusedDABradio,namely36percentamongthe35to55year-olds.

ReadmoreNote(s):UnitedKingdom;November/December2021;1303respondents;15+years;formerRAJARrespondentswillingtobere-contacted,completingtheonlineMIDASdiaryforaweek;*Incl.tablets,CDplayers,portablemusicplayers,record[...]

ReadmoreSource(s):RAJARAveragerevenueperuserofthemusic,radio&podcastsegmentintheUnitedKingdom(UK)from2018to2027(inU.S.dollars)Music,radio&podcastaveragerevenueperuserintheUK2018-2027TraditionalMusicDigitalMusicTraditionalRadio2502001501005040.8689.5140.7288.8440.640.4640.1877.4639.7576.0287.8340.8459.5186.2940.7855.5739.1871.7138.2267.99106.882027100.74202695.14202588.42202481.15202365.54202257.32201951.75201830.34202124.572020018Description:Theaveragerevenueperlistenerisforecasttoexperiencesignificantgrowthinallsegmentsin2027.Aspartofthepositivetrend,theindicatorreachesthemaximumvalueforallthreedifferentsegmentsattheendofthecomparisonperiod.ParticularlynoteworthyisthesegmentTraditionalMusic,whichhasthehighestvalueof106.88U.S.dollars.ReadmoreNote(s):UnitedKingdom;2018to2027Source(s):Advertising&MediaInsightsPreferredradiocontentbygenreintheUKasofSeptember2023PreferredradiocontentbygenreintheUK2023Shareofrespondents0%10%20%30%40%50%Pop/adultcontemporarymusicRock/alternative/indiemusicNews/talk50%32%31%Dance/electronicmusicSportsUrbanmusic(hiphop,R&Betc.)Weather24%22%22%21%20%19%ComedyClassicalmusicCountrymusicDocumentary16%16%DramaJazzandblues13%12%19Description:"Pop/adultcontemporarymusic"and"Rock/alternative/indiemusic"arethetoptwoanswersamongUKconsumersinoursurveyonthesubjectof"Preferredradiocontentbygenre".

ReadmoreNote(s):UnitedKingdom;October2022toSeptember2023;2442respondents;18-64years;respondentswholistentotheradio(Media&digitalmedia,Videogames)Source(s):ConsumerInsightsCHAPTER

04RadioprogramsLeadingBBCRadiostationsintheUnitedKingdom(UK)in1stand2ndquarter2023,bynumberofweeklylisteners(in1,000s)BBCRadiostationsrankedbylistenerreachintheUnitedKingdomQ1-Q22023NumberoflistenersinthousandsQ220236,000Q1202302,0004,0008,00010,00012,00014,00016,00013,456BBCRadio2BBCRadio4(including4Extra)BBCRadio414,4589,3089,8388,9719,3997,694BBCRadio17,5765,6005,530BBCRadio5live(inc.sportsextra)BBCRadio5live5,0455,1042,6692,711BBC6Music1,703BBCRadio31,9311,574BBCRadio4Extra1,6661,3941,105BBCRadio5SportsExtraBBCWorldService1,0781,085607564BBCRadioLondon21Description:Inthesecondquarterof2023,thestationBBCRadio2rankedfirstintermsoflistenerreachwithroughly13.46millionlistenerstuninginonaweeklybasis.BBCRadio4andBBCRadio1rankedsecondandthird,eachwithoversevenmillionlistenersperweek.ReadmoreNote(s):UnitedKingdom;Q1andQ22023;15yearsandolderSource(s):Ipsos;RAJAR;RSMBDistributionofBBCRadiolisteningtimeintheUnitedKingdom(UK)from1stquarter2011to3rdquarter2023,byplatformBBCRadiolisteningtimeintheUnitedKingdom(UK)Q12011-Q12023,byplatformAM/FMAlldigitalUnspecified**DABDTVOnline/APPOnline/Smartspeaker70%60%50%40%30%20%10%0%22Description:AstudyonBBCradiolisteningintheUKbetweenthefirstquarterof2011tothethirdquarterof2023,showedthatanincreasingnumberofpeopleconsumesradioonline.Inthemostrecentquarter,digitallisteningaccountedfor63.2percentoflisteningtime,upfrom61.9percentinthecorrespondingquarterof2022.ReadmoreNote(s):UnitedKingdom;Q12011toQ32023*;participantsinthesurveywereaskedtocompletealisteningdiaryforoneweek***;*Timespansofthequartersroughly:Q1:December31toMarch31Q2:April1toJune23Q3:June25to[...]

ReadmoreSource(s):Ipsos;RAJAR;RSMBMostpopularradioprogramsandpodcastsintheUnitedKingdom(UK)asofthe3rdquarterof2022MostpopularradioprogramsandpodcastsintheUnitedKingdom(UK)Q32022Shareofrespondents10%

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20%0%5%25%30%35%40%45%45%50%NewsandWeatherDesertIslandDiscs37%KenBruceBBCRadio231%30%29%NHSCouchto5kTherArchersSaraCox(RadioProgramme)JustaMinute27%27%27%TheChrisEvansBreakfastShowTheRadio1BreakfastshowwithNickGrimshawTonyBlackburn'sGoldenHourKateGarrawayonSmoothRadioI'mSorryIHaven'taClue26%24%24%23%23Description:ThehighestrankedradioprogramwasNewsandWeatherwith45percentofrespondentsgivingitapositiveratingintheUnitedKingdom(UK),asofthethirdquarterof2022.ThesecondmostpopularradioprogramwasDesertIslandDiscs,with37percentofrespondentshavingapositiveopinionoftheshow.ReadmoreNote(s):UnitedKingdom;Q32022;6,000+**Source(s):YouGovMostpopularradiostationsintheUnitedKingdom(UK)asofthe3rdquarterof2023MostpopularradiostationsintheUnitedKingdom(UK)Q32023Shareofrespondents30%0%10%20%40%50%60%58%70%HeartFMHeart80s53%51%CapitalFMHeartRadioHeartExtraMagicFM49%49%48%BBCRadio2SmoothRadioAbsolute80sAbsoluteRadio48%48%48%44%24Description:ThehighestrankedradiostationwasHeartFMwith58percentofpeopleaskedgivingitapositiveratingintheUnitedKingdom(UK),asofthethirdquarterof2023.CapitalFMwasrankedthirdbutwasactuallythehighestrankedradiostationintermsoffameintheUK.ReadmoreNote(s):UnitedKingdom;Q32023;6,000+**Source(s):YouGovCHAPTER

05DigitalaudioadvertisingDigitalaudioadvertisingspendingintheUnitedKingdomin2022,byformat(inmillionGBP)DigitalaudioadspendintheUK2022,byformat12011010080604020076StreamingPodcast26Description:In2022,digitalaudioadvertisingspendingintheUnitedKingdom(UK)stoodatapproximately186millionBritishpounds,outofwhichpodcastadvertisingaccountedfor76millionpounds,whereasstreamingadsaccountedfor110million.ReadmoreNote(s):UnitedKingdom;2022Source(s):AdTonos;IABUK;PwCDigitalaudioadvertisingspendingintheUnitedKingdomfrom2019to2022(inmillionGBP)DigitalaudioadspendintheUK2019-202220018016014012010018616810488.63806040200201920202021202227Description:In2022,digitalaudioattracted186millionBritishpoundsinadvertisingspendingintheUnitedKingdom(UK),up11percentfrom168millionreportedayearearlier.TotaldigitaladspendintheUKstoodat26.1billionpoundsin2022.ReadmoreNote(s):UnitedKingdom;2019to2022Source(s):AdTonos;IABUK;PwCAnnualcommercialradiorevenuesintheUnitedKingdom(UK)from2007to2022bysector(inmillionGBP)AnnualcommercialradiorevenuesintheUnitedKingdom(UK)2007-2022,bysectorLocalNationalBrandedcontentDigital800700600500400300200100077.745.471.3