Digital Audio - Streaming in Ireland

Like many trends during COVID-19, we were curious to understand how people have changed the way they listen to audio - music and conversations. With more people at home, with connected devices, we set about exploring how people are listening to great content online.This report is a collaboration between Research, Media, Investment, and Creative and provides important context to the changing ways we listen to the world around us.  

Key findings

• 1 in 3 people have tried some form of digital audio (streaming radio, music streaming or podcasts) in 2020.

• Radio listenership remains high, but ways in which people are listening has evolved – with later start times and more digital consumption.

• Listenership to Irish radio stations via digital streaming is increased by 30-40% after the COVID-19 lockdown.

• Listenership through Smart speakers and Connected TVs increased by over 60% after the COVID-19 lockdown.

• 41% of adults have tried Spotify’s free offering (ad-funded)

• 28% of adults have tried Spotify Premium (paid service).

• Less than 10% of adults listen to Amazon Music, Google Play (Music), Apple Music or Soundcloud.

• 1 in 3 people are now listening to podcasts.

• Comedy and Society are the key categories of interest for podcast listeners.