1.Audio, Radio and Podcast background


Why is Radio and Podcast important?

Radio gives broadcast journalists the ability to look at ideas, facts and issues in a story without  visual distracting the listeners.

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(Edison Research, online)
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(Edison Research, online)


Many people who do not have access to television turn to radio which is now easily accessible on mobile devices.

Podcasts offers a new medium to radio.Deprived from the world “iPod”podcast is audio which is downloadable usually on portable devices.”Radio would become made inferior to this new medium that would be easily downloaded on any device and listened to at any time.” (BBC, Online)MP3 has been it easier for listeners to download audio tracks which cannot be done with live Radio.

(Ofcom, 2015)

The audience

15-25 year olds are less likely to listen to live Radio but are more likely than older groups to listen to podcasts. But figures from Rajar show that “on average 90% of the Uk’s population (15+) tune into Radio each week” (Rajar, 2016) .

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Younger audience tend to listen to more streamed or downloaded audio, which makes podcasts a better platform to reach 15-25 year olds.

Who is listening when

Peak radio audience has historically been the breakfast period.  The largest podcast audience is “15-34 year olds, with over 10 million uk listeners downloading podcasts a week” (RAJAR, online)


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Most listeners tune into live radio and listen to podcasts on their smartphone, computer or tablet with their smartphone being favoured over the rest. So it’s important that my own podcast is accessible on all devices and targets 24-54 year old as they listen to podcast the most.


Hudson, A. (2011) Podcasts:Who still listens to them. BBC [Online] [Accessed on 14th March 2017] http://news.bbc.co.uk/1/hi/programmes/click_online/9545533.stm

Ofcom. (2016). Media Lives 2015: A Qualitative Study. Unknown place of publication. Ofcom. [Online ] [Accessed on 14th march 2017] https://www.ofcom.org.uk/research-and-data/media-literacy-research/adults2/media_lives_2015

RAJAR. (2016). Audio Time: What RAJAR Midas Audio Survey tells us about listeners in the  digital age. Unknown place of publication. RAJAR Audio Measurement.[Online] [Accessed on 14th March 2017] http://www.rajar.co.uk/docs/news/Audio_Time%20_FINAL.pdf

Edison Research.(2017) The Infinite Dial 2017. Unknown place of publication: Triton digital.[Online][Accessed on 24th March 2017] http://www.edisonresearch.com/infinite-dial-2017/


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