What are 16-25’s

listening to?
16-24 year olds prefer music
streaming over radio
• A new report has found that British 16-24 year olds prefer
music streaming over listening to the radio.

• Findings by Ofcom have shown that 30% of young people

choose to listen to music via streaming services such as
Spotify and Deezer, over 24% who listen to music via the
radio. However, 65% of 25-34 year olds listen to the radio
compared to just 4% listening to music through streaming
sites. The data was found by monitoring the listening
habits of 17,290 Brits over one week
So what do I do to ensure
16-25’s listen to my
show?
 The number of people listening
to podcasts is increasing
• The reach of speech radio has been stable for the past five years.
According to RAJAR, about a third (34%) of adults listen to speech
radio each week; two thirds of these are aged over 44.

• RAJAR also measures listening to podcasts: this is shown to have

grown in popularity over the same period, from 19% of adults who
claimed to have ever listened to one in the 12 months to Q1 2013,
to 24% in the latest figures.

• Unlike audiences of broadcast speech radio, 61% of those who ever

listen to podcasts are aged under 45.

• There is some cross-over; just over a third (37%) of those wholisten

to speech radio also listen to podcasts and just over half (55%) of
those who ever listen to podcasts also tune in to speech radio.
What’s the difference between
a podcast and a radio show?

• Listeners can consume podcasts whenever they

want (also called "time-shifted listening") means
that podcasts have more evergreen content.

• However, because of the BBC’s innovative progress

with the BBC Sounds app, listeners are able to
listen to radio shows whenever they want.
The BBC has recently diversified it’s BBC
Sounds content, by creating podcasts
 So?
• I have decided to combine the colloquial and intimate
style of a podcast in my radio show. This is because
as Ofcom statistics have suggested, the 16-25
demographic is more likely to listen to podcasts.

• And the show being available on BBC Sounds will

also allow for younger people to access the show at
any point. However, listening live will allow the
audience to interact with the show as it happens
through the show’s hashtags. (#banterifficnews,
#notquiteaheadline)