Radio is staging a fightback against video content, and is being helped by the plethora of digital platforms it is available over. The Guardian newspaper reveals that nearly 12 million people are now tuning in via digital radio, digital TV and the Internet.
Listening to radio over the Internet is far from new, but the advent of broadband has meant you can listen to decent quality streams and still use the connection for other things without disrupting the audio stream. The inclusion of radio streaming on mobile phones in addition to built-in radios has also widened the potential audience.
The advent of digital only radio stations frees broadcasters from the need to find radio spectrum space, and seems to be successful with GCap's theJazz gaining 334,000 listeners in the last eight months.
The podcast market is a growth area with people being able to download audio content they have missed and transfer it to their MP3 player. BBC content features heavily in the top 20 podcasts with shows by Chris Moyles, Russell Brand and Colin Murray. Even The Archers gets into the act with 1.1 million downloads during June.
For broadband users one advantage of audio content is that it downloads very quickly and even people with low monthly usage allowances should be able to listen to lots of content. Listening to streaming radio for around two hours a day over the course of month would add 1GB to your usage.