Munich, September 12, 2024 - Online audio usage in Germany has hit an all-time high, with 52 million people aged 14 and up now tuning into web radio, music streaming, podcasts, and other online audio services. This represents a rise of three percentage points to 74% compared to the previous year. Podcasts in particular have seen a remarkable 20% increase, with nearly 25 million people aged 14 and up engaging with this format at least occasionally. The Online Audio Monitor 2024, presented today during an online event, is the first to explore listeners’ motives behind their audio choices. The findings reveal deep insights into the emotional connections people have with online audio services.
Online audio sets the mood
Online audio formats are predominantly used to lift the mood, relax, and enhance various situations, with 84% of regular users citing these reasons. For almost three-quarters of regular listeners (73%), online audio has become a staple of daily life. Two-thirds (67%) turn to online audio for information, while nearly the same proportion (66%) use it as a personal adviser and source of inspiration for new topics and music. Social interaction is also a factor, with 44% listening to online audio to be able to join in the conversation or feel connected to the respective hosts.
Mixed feelings about AI-generated content
When it comes to artificial intelligence (AI), a significant number of online audio users (45%) express concern about losing the ability to discern the origins of content. AI-generated information, news, moderated chart shows, and entire radio programmes are deemed “not at all acceptable” by a third of users, while artificially generated voices of well-known figures are considered unacceptable by half of the respondents. The highest acceptance of AI is found in the context of AI-assisted weather and traffic information. Overall, 14- to 29-year-olds exhibit greater comfort and confidence with AI compared to older generations.
Online audio in the car is thriving
A substantial 85% of regular online audio users listen outside the home, with 61% doing so in the car – the most common usage situation. Music streaming is the most popular online audio format used in vehicles at 62%, although radio remains the predominant audio format in cars overall.
Smart TV in second place
Smart TVs have emerged as the second most important playback device among regular online audio users, following smartphones. Four out of ten people listen to web radio or on-demand audio services via their smart TV. The smartphone remains the most widely used online audio device by far, accounting for 83% of usage. Tablets (37%), Wi-Fi radios (31%) and smartwatches (13%) are also seeing renewed growth and relevance.
Dr Thorsten Schmiege, President of the Bavarian Regulatory Authority for New Media (BLM), commented: “Whether in the car, to unwind after work, or for weekend entertainment, online audio is becoming an increasingly integral part of daily life for many people. The latest Online Audio Monitor reaffirms this trend. It is the responsibility of state media authorities to preserve the unique diversity of online audio offerings. This includes regulating user interfaces for in-car systems and smart TVs, for example. Regarding AI, it’s crucial to develop expertise across the board – transparency and responsibility are key.”
The growing consumption of online audio is driving significant increases in the use and relevance of web radio in Germany.
Marco Maier, Chairman of the Radio and Audio Services Board at VAUNET (German Media Association) and Chief Executive of FFH MEDIENGRUPPE
Marco Maier, Chairman of the Radio and Audio Services Board at VAUNET (German Media Association) and Chief Executive of FFH MEDIENGRUPPE, remarked: “The growing consumption of online audio is driving significant increases in the use and relevance of web radio in Germany. We’re delighted that web radio continues to be a key medium for up-to-date regional, national and global information, highly valued by listeners of all ages. Online audio represents diversity and plays a major role in shaping public opinion. The findings from this year’s Online Audio Monitor clearly demonstrate that this is true for web radio and on-demand audio services as well.”
Tina Jürgens, Chair of the Digital Audio Working Group at the German Association of the Digital Economy (BVDW) and Co-CEO of ZEBRALUTION GmbH, added: “Online audio continues to drive growth across the industry this year. Whether it’s music streaming, web radio, podcasts or audiobooks, all digital audio segments are being increasingly embraced by people from all walks of life and integrated into their daily routines. This also underlines the importance of these channels for advertisers, who can reach a highly engaged and predominantly young audience that consciously turns to online audio content and who is more receptive to advertising.”
The Online Audio Monitor 2024
The Online Audio Monitor provides an in-depth look into the online audio habits of Germans aged 14 and over. A total of 5,759 interviews were conducted: 38% via CATI (computer-assisted telephone interviewing) and 62% via CAWI (computer-assisted web interviewing). The CATI sample includes both landline and mobile phone numbers. The survey for the Online Audio Monitor was carried out between 29 April and 28 May 2024.
Conducted by mindline media, the study was commissioned by the Bavarian Regulatory Authority for New Media (BLM), the Media Authority Berlin-Brandenburg (mabb), the Media Authority for Baden-Württemberg (LFK), the Media Authority of North Rhine-Westphalia, the German Association for the Digital Economy (BVDW), the German Media Association (VAUNET) and RMS (Radio Marketing Service).
The full report of the Online Audio Monitor 2024 can be accessed at www.online-audio-monitor.de (in German).
