SCA’s unique live radio streaming audience has jumped by 58% year on year, making digital audio the fastest growing advertising platform.
Unique listeners reached 1.5 million* in September, demonstrating audience desire to listen on connected devices. SCA’s total digital audio network reach includes audiences across Hit, Triple M and SoundCloud Radio.
People are increasingly tuning into Hit and Triple M, with a 27% year on year jump in active live radio streams to reach 9.1 million – the highest ever.
SCA’s total listening hours also hit a new record of 10.5 million in September, creating more addressable ad opportunities than ever before.
Smart speakers achieved the highest year on year growth of all devices, up 66% to 2.3 million listening hours. Smart speaker listening has an average session duration of 2 hours and 26 minutes and accounts for almost a quarter of all listening.
The SoundCloud audience also grew by 18% year on year in September^.
SCA Chief Sales Officer, Brian Gallagher, said, “Our digital audio listening and live radio streaming is the fastest growing ad platform in the market right now and continues to break listening records and record extraordinary growth, demonstrating the strength of digital audio. As a growing and addressable channel with a loyal and engaged audience, now is the time to tap into this exceptionally effective channel.
“SCA audiences are tuning in for longer listening sessions driven by daytime listening on smart speakers and desktop, creating more Instream ad opportunities for advertisers to reach consumers with a high quality ad experience. Our new digital audio attribution products, SCA Footsteps and SCA Soundcheck help complete the consumer journey and prove the ROI of this burgeoning channel.
“SCA is focused on providing our listeners the opportunity to engage with our products whether in home, at the office or on the daily commute where device flexibility enables listening to reach new levels of engagement each month. We urge advertisers to take advantage of this rapid listener behaviour shift and the growing popularity of radio products in the connected home. We expect this growth to continue as Australian homes around the country are all embarking on a ‘connected makeover’ journey.”
*Adswizz Audiometrix September 2019 v September 2020
^ SoundCloud 1P Data