2024-03-03 03:01:00
Radio continues to be one of the media most chosen by Argentinian men and women. 90 percent of those who live in the country listen to the radio every week, of which 47% do it to “get informed” about what is happening in Argentina and in the world. Online radio is a phenomenon that does not stop growing: despite the economic situation and connectivity problems, almost 4 out of every 10 Argentines listen to digital radio, in an increasingly widespread practice. Although it still occupies a minor place within Argentine customs, podcast listening is growing steadily in the country and 17% of the population already has it as an option. These are some of the data that emerge from the new Inside Radio 2024 studio, created by Kantar Ibope Media between January and December 2023 in Buenos Aires, Mendoza, Córdoba and Tucumán.
The options for entertainment and access to information have multiplied for some time now. The digital ecosystem added options of all kinds and the radio seems to have adapted to the new customs, diversifying its distribution channels but without losing its essence. In Argentina, ether continues to be an option always at hand that assumes new ways of access and also consumption. Despite the advancement of other devices, the old and beloved radio remains the most used, followed by car radios, mobile phones and PCs/notebooks. In that aspect, listening/watching the radio through a TV channel or via You Tube or Twitch – a widespread trend among broadcasters – is still a peripheral exercise: no option exceeds 9% of the total.
For what reasons do Argentines listen to the radio? The question is one of many to which the report provides answers. The main reason why Argentines tune in or click on a radio station is to “get informed”: 47% said they look for information every time they listen to the radio. In second place is the option “entertainment” as the goal sought when selecting a station, with 32%, closely followed by “company” (31%) and a little less listeners turn on the radio to “distract themselves.” ” (22%). Among listening preferences, the study showed that 40% favor “local and national news”, 22% “weather forecast”, 20% “talk radio and interviews” and 18% “international news”. . The interaction between radio and social networks is consolidated: 28% of listeners use applications or messaging services to interact/give their opinion on the programs.
Online radio is now much more than a trend to become a reality. More and more stations are incorporating the possibility of online listening into their offering, both live and on demand, expanding audiences and diversifying their consumption. 38% of those surveyed stated that they listened to radio online during the last month, while 48% consider that connecting to the medium digitally changed their way of listening. According to the report, online radio is no longer a phenomenon of the new generations: The segment over 55 years old, with 28%, is the one that listens to online radio the most, while between 25 and 54 years old, 17% do so.. Young people between 18 and 24 years old listen the least to online radio: only 9% say they do so regularly.
Among the new forms of listening, the podcast appears as an option that is growing and consolidating: 17% of Argentines claim to listen to this audio format regularly (1 in 5 respondents do so between 1 and 2 times a week). Among the topics most chosen by those who listen to podcasts, 30% select content related to music, 24% to lifestyle and health; 22% to fiction/history, 21% to society and culture, 20% to education, 19% to comedy, 17% to radio programs, 16% to TV programs/series, 14% to news and politics, and 14% to technology. The synergy with linear radio is undeniable: 60% of podcast listeners also listen to the traditional medium. The podcast is a format that for now is more anchored in young people: the age segment that goes from 25 to 34 years old is the one that listens to them the most (22%), followed by the group between 18 and 24 years old and between 12 and 17 years (both segments with 19%).
When listening to music, Pop is the preferred genre for 40% of those surveyed, above rock in Spanish (36%), rock in English (33%) and folklore (12%). 43 percent of Argentines listen to music via streaming and almost half of them do so every day. The main services used are Spotify (69%) and YouTube music (40%). The profile of music streaming listeners in Argentina is mostly young people between 25 and 34 years old (24%), between 18 and 24 years old (19%), between 35 and 44 years old (16%), over 55 years old. (15%), between 12 and 17 years old (14%), while the group between 45 and 54 years old is the one that practices this type of listening the least (12%).
The study carried out throughout last year in Buenos Aires, Córdoba, Mendoza and Tucumán also leaves data that shows that, 102 years after its birth, the radio continues to be a powerful medium: the average listening time per day exceeds in all cases 5 hours. Córdoba is the province with the highest average daily radio listening time, with an average of 6 hours and 16 minutessurpassing Buenos Aires (5 hours and 14 minutes), Mendoza (5 hours and 11 minutes) and Tucumán (5 hours and 2 minutes).