Does traditional radio still have the scale to compete with global streaming platforms?

Commercial radio maintains a dominant market position with 15 million weekly listeners, providing a level of mass reach that global digital challengers struggle to replicate. The sector currently captures 81% of the total Australian population through its integrated broadcast and streaming 'Total Audio' ecosystem.

How is the shift toward connected cars impacting radio consumption?

The automotive dashboard remains a primary stronghold for the industry, with 84% of Australians utilizing total radio while in a vehicle. Consumption patterns are evolving within this space, as 27-28% of listeners now choose to stream radio content rather than relying solely on traditional broadcast signals.

Is the digital transition actually translating into financial growth?

Digital audio revenue increased by 12.1% to $26.7 million in Q3 2025, demonstrating that the expansion into streaming and podcasts is successfully diversifying income streams. While the broader advertising market is currently slow, these digital segments are outperforming traditional benchmarks.

What is the industry doing to modernize its advertising sales?

The implementation of CRA Audio ID has modernized ad trading by introducing digital-level precision and attribution to a broadcast-scale audience. This allows the sector to offer targeted solutions to its 15 million weekly listeners, making it more competitive against data-heavy global digital platforms.

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Radio Listening Grows, as Digital Advertising Scale Expands

Commercial radio maintains 81% population reach through a Total Audio strategy, outperforming the broader digital ad market.

David Kennedy · Venture Insights13 February 2026Period: 2023-20254 min read

15 million↑

Weekly listeners engaged by Australian commercial radio

81%→

Total Radio reach (broadcast plus streaming) of the population

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Abstract

This report analyzes the structural transformation of the Australian radio industry into a 'Total Audio' ecosystem. It details how commercial radio has achieved record audience reach of 15 million weekly listeners by integrating broadcast, streaming, and podcasting. The analysis covers audience consumption trends, the dominance of radio in the automotive dashboard, and the sector's financial performance. Furthermore, it explores how innovations like CRA Audio ID are modernizing ad trading to compete with global digital platforms.

Key Takeaways

Commercial radio reach has hit a record 15 million weekly listeners, driven by a platform-agnostic 'Total Audio' strategy.
Digital audio revenue grew 12.1% to $26.7 million in Q3 2025, significantly outperforming the 3.5% growth of the broader digital ad market.
In-car radio streaming has surged from 4% in 2021 to nearly 28% in 2025, supported by DAB+ and smartphone integration.

Radio Listening Grows, as Digital Advertising Scale Expands

Abstract

Key Takeaways

What's Inside

Growth in the Total Audio Paradigm

Radio’s Dashboard Dominance

Revenue Growth and Trading Innovation

Frequently Asked Questions

Abstract

Key Takeaways

What's Inside

Growth in the Total Audio Paradigm

Radio’s Dashboard Dominance

Revenue Growth and Trading Innovation

Frequently Asked Questions

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