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MA Audio: The 2025 Audio II Media Analysis is Here

With the release today of the MA 2025 Audio II Media Analysis, BPR would like to sincerely congratulate it’s German friends and clients.

The listener numbers of the Media Analyse 2025 Audio II were surveyed in the spring 2025 and autumn wave 2024.

The results impressively demonstrate how audio enables high-reach access to potential customers. 75.1 percent of Germans over 14 years of age listen to at least one classic radio station and/or web radio/user generated radio, regardless of the reception path, from Monday to Friday.

A deeper view also documents that audio provides advertising customers with access to relevant target groups. More than three quarters of the household leaders – and thus purchasing decision-makers – listen to audio formats (75.5 percent) every day with a dwell time of 257 minutes.

Audio listeners also have enormous purchasing power with 78.6 percent of people from households with a monthly household net income of 4,500 – 5,500 euros among daily audio fans. For households with a monthly disposal frame of 5,500 – 6,500 euros, even 80.2 percent listen to radio per day. The personal purchasing power of audio listeners is also remarkable: 78.5 percent of Germans with a monthly net income of 1,500 euros or more are daily listeners, with a length of almost four and a half hours (267 minutes).

Podcasts are also continued to be accepted among the population with a slightly increasing trend. Podcasts of 49.1% of the German-speaking population have already been used (ma 2025 Audio I: 46.4 percent). In the advertising-relevant target group of 14- to 49-year-olds, even 66.0 percent have already heard podcasts (m 2025 Audio I: 63.0 percent).

The spread via DAB+ is still on a visible growth path: DAB+ is heard in the WHK of 32.9 percent (m 2025 Audio I: 30.3 percent) and is disproportionately used in the target group of 30- to 59-year-olds (WHK: 39.9 percent – ma 2025 Audio I: 36.4 percent).

The online audio distribution path has seen a slight increase in the 4-week period of the WHK (from 23.6 percent to 24.1 percent) in relation to the ma 2025 Audio I. The target group of 30-49 year olds listens most (HK: 28.9 percent – ma 2025 Audio I: 28.1 percent).

First published by radioszene.de. Read original here