Unpacking RAJAR’s MIDAS Summer 2024 Report: Key Trends in UK Audio Consumption and What They Mean for Brands

Written by Dasnoor Anand, Social Media Assistant, Audere Communications  

The latest MIDAS Summer 2024 report from RAJAR provides valuable insights into how UK consumers are engaging with audio content, from traditional radio to podcasts and on-demand music services. As audio consumption evolves, these trends are shaping how brands and content creators can engage their audiences in an increasingly digital and on-demand world. For audio and video production agencies like Audere, understanding these shifts is crucial for staying ahead in creating impactful, relevant, and engaging content. Let’s dive into the report’s key findings and explore their implications for the future of audio content production.

1. Audio Consumption Remains Ubiquitous

One of the most significant takeaways from the MIDAS report is that audio remains an integral part of people’s daily lives. An impressive 96% of the UK adult population engages in some form of audio listening each week. On average, adults listen to about 27.5 hours of audio content weekly, a figure that underscores the enduring popularity of audio as a primary form of entertainment and information. Traditional live radio remains the dominant format, accounting for 68% of total listening time. This continued dominance of radio suggests that, despite the rise of on-demand options, audiences still value the real-time, human connection that live radio offers.

For content creators, this means that live audio formats such as radio, live-streamed podcasts, or real-time discussions on social platforms still have a strong audience base. However, while live radio is holding its ground, other formats are quickly catching up.

2. The Rise of Podcasts and On-Demand Content

Podcasts continue to grow as a preferred listening option, particularly among younger demographics. According to the MIDAS report, 31% of 15-24 year-olds and 27% of 25-34 year-olds listen to podcasts weekly, making them the largest audience segment for this medium. The appeal of podcasts lies in their versatility—listeners can engage with content on their own schedule, selecting topics that resonate with their personal interests. For brands, this shift represents an opportunity to develop targeted audio content that reaches listeners when they are most engaged.

Audere can help brands tap into the growing podcast audience by producing high-quality, relevant podcasts that appeal to these tech-savvy and on-demand-driven listeners. The key is to focus on niche interests and create content that builds long-term engagement, as podcast listeners are often loyal to shows and hosts that align with their passions.

 3. Connected Audio and Smart Speakers: The Future is Here

Another significant trend highlighted by the MIDAS report is the rise of connected audio. This term refers to internet-enabled audio services like smart speaker systems and streaming platforms. The report shows that 70% of adults now access connected audio platforms, and the use of smart speakers has surged, with 54% of users streaming live radio and 52% listening to on-demand music through these devices. This shift to connected audio reflects a growing preference for flexibility and convenience in how listeners consume content.

For Audere and other production agencies, this trend is a game-changer. As smart speakers and voice-activated assistants become more prevalent, brands need to consider optimizing their content for these platforms. Audio experiences should be designed to be easily accessible, hands-free, and tailored to the needs of multi-tasking users. This could involve creating shorter, more snackable audio content or developing interactive experiences that leverage voice-activated technology.

4. Young Listeners Drive Change

Younger demographics, particularly those aged 15-34, are leading the shift toward podcasts, connected audio, and on-demand music. The report shows that these age groups are more likely to consume content on smartphones and tablets, preferring the flexibility and choice these devices offer. They are also driving the rise of new audio formats like short-form audio content and interactive experiences that can be accessed through social media platforms.

This shift underscores the importance of mobile-first content strategies for brands looking to engage younger audiences. Audere can help brands create innovative mobile audio experiences that align with these new listening habits, whether through mobile-optimized podcasts or social media audio snippets.

Final Thoughts: Opportunities for Brands and Creators

The MIDAS Summer 2024 report reveals that while live radio remains a staple of UK audio consumption, the rise of podcasts, connected audio, and on-demand music signals a shift toward more personalized and flexible listening habits. For brands and content creators, this presents both challenges and opportunities. The key to success will be balancing the strengths of traditional formats like live radio with the growing demand for on-demand, connected, and interactive content.

At Audere, we understand the importance of staying ahead of these trends and helping brands navigate the evolving audio landscape. Whether you’re looking to produce a live radio-style podcast, create on-demand branded content, or develop interactive experiences for smart speakers, our team is ready to help you create impactful audio experiences that resonate with today’s listeners.

For a deeper dive into the insights from RAJAR’s MIDAS Summer 2024 report, you can access the full report here.

You can also find out more about Audere’s Podcast Workshops and book a session for your team here.