The way audiences consume radio is evolving rapidly, and the latest RAJAR (Radio Joint Audience Research) figures for Q1 2025 make that clearer than ever. UK radio listening via online platforms and smart speakers has reached record-breaking levels, highlighting the growing role of connected devices in everyday listening habits.
Online Listening Hits New Peak
Total online listening to all radio now accounts for 28.5% of total radio consumption—a new high. As part of this shift, smart speaker listening continues to grow significantly, making up 17.6% of all listening, up from 16.6% in Q1 2024.
Source: RAJAR/Ipsos/RSMB, Q1 2025
These increases reflect the increasing use of laptops, smartphones, and voice-activated devices by audiences to access audio content seamlessly.
In an average week, digital platforms account for 753 million listening hours. Of those:
- DAB leads with 57% of digital listening time
- Smart speakers follow with 24%
- Websites and apps contribute 15%
- Digital TV (DTV) makes up 4%
Source: RAJAR/Ipsos/RSMB, Q1 2025
63% of smart speaker users listen to the radio on their device, with 22% tuning in daily.
Commercial Radio Leads the Charge
Commercial radio continues to be at the forefront of digital adoption:
- 32.3% of commercial radio listening now happens online, a slight uptick from 32.1% in Q1 2024.
- Listening via smart speakers accounts for 21.4% of commercial radio consumption, up from 20.7% year-on-year.
- This growth shows the sector’s ability to innovate and adapt to listeners’ changing preferences, especially regarding convenience, accessibility, and personalised experiences.
A Growing Audience and Market Share
Radio as a medium remains remarkably strong:
- Total UK radio audience: 50.1 million weekly listeners (up from 49.9M in Q1 2024)
- Commercial radio: 8.5 million more listeners than the BBC, widening the lead from 8.4 million last year
- Market share: Commercial radio now commands 55%, compared to the BBC’s 43%
- Listening time: Weekly time spent with commercial radio holds steady at 14.1 hours
Innovation Keeps Radio Relevant
As Radiocentre CEO Matt Payton puts it:
“These latest figures are a testament to how broadcasters have embraced innovation to keep radio strong and relevant. By ensuring content is available and accessible across connected devices, radio has continued to thrive and remains a vital part of people’s daily lives.”
This momentum creates a powerful opportunity for advertisers. With increasing time spent on connected devices, brands can reach more engaged and digitally savvy audiences through programmatic audio and innovative ad tech, like what we offer at AdTonos.
What It Means for Advertisers
The rise of online and smart speaker listening means:
- Greater targeting precision: Connected listening offers rich listener data for smarter, contextual ad delivery.
- More engaged audiences: Listeners choosing digital platforms are often more active and selective in their media consumption.
- Multi-device reach: Advertisers can extend their campaigns across web, mobile, and smart home devices, maximising reach and frequency.
At AdTonos, we help brands and advertisers make the most of this connected audio revolution. Whether you’re exploring dynamic ad insertion, interactive voice ads, or simply looking to scale your audio campaigns across online platforms, we have the tools to help you thrive in this booming space. Want to ride the wave of digital audio growth? Contact our team to explore the latest innovations in programmatic audio advertising.
Source: RAJAR/Ipsos/RSMB, Q1 2025, infographic.
Learn more on the Radiocentre website here.
