Radio Listening Grows, as Digital Advertising Scale Expands

The shift toward a "Total Audio" framework is the most significant structural change in the industry over the last three years. This paradigm assumes that listeners consume content based on convenience rather than technology.

As of 2025, total reach for commercial radio stands at a record 12.5 million metropolitan listeners and 4.6 million regional listeners. The "Total Radio" reach (broadcast plus streaming) remains robust at 81% of the population. Data indicates that the growth in music streaming and podcasts has expanded total listening rather than cannibalising radio. Commercial radio reaches four times more Australians weekly than ad-supported Spotify, a statistic that underscores its mass-market dominance.

Reach does not capture the whole trend. Venture Insight’s own annual media survey shows (within the margin of error) positive growth in minutes of broadcast listening over the last three years. This is remarkable, but even more remarkable is that radio industry streaming and podcasting seem to be making inroads into the listening minutes of music streamers and other podcasting.

The vehicle remains a primary battleground for the Australian audio industry. In 2025, 84% of Australians who have driven or ridden in a car in the past month utilise total radio, making it the undisputed leader of in-car audio.

The nature of in-car listening is evolving via automotive technology. In-car streaming has seen a dramatic rise, with more than one in four listeners (27-28%) now streaming radio in their vehicles. This represents a significant leap from just 4% in 2021, driven by the standardisation of DAB+ and smartphone integration in new car sales.

While the broader advertising market has faced challenges, the radio sector has demonstrated resilience. Commercial Radio & Audio (CRA) reported a total radio revenue for Q2 2025 of $309.2 million, remaining stable year-on-year and $273.1 million for Q3 2025, down 4% year-on-year (YOY).

This is a solid result in an advertising market that was unexpected weak in 2025. Commercial Radio and Audio, the industry body, says its members now hold 33% of Australia’s AU$82 million digital audio market, up from 30% a year earlier. Digital audio revenue continues to outperform the market, growing by 12.1% to $26.7 million in Q3 2025. This growth outpaced the broader Australian digital advertising market, which grew by 3.5% in the same period.

The industry has also taken a major step towards simplification and scale through the launch of CRA Audio ID in late 2025. This unified cross-network identity solution allows advertisers to buy digital audio inventory across ARN, Nine, Nova, and Southern Cross Austereo in one workflow. It enables smarter targeting and audience de-duplication across a monthly addressable audience of 14.7 million people.