The recently released Irish Audio Report 2026 offers an encouraging picture of radio’s continued strength.  It also reinforces the importance of understanding how audience behavior is evolving.

Radio continues to deliver exceptional reach.  At the same time, younger listeners are increasingly comfortable moving between radio, streaming, podcasts, and other audio platforms.

According to the report, published by Radiocentre Ireland, 97% of Irish adults consume some form of audio each week.  Live radio reaches 90% of adults weekly and accounts for 70.5% of all audio listening time.

The findings are particularly interesting among younger listeners.  Radio reaches 85% of those aged 15–24 each week, while music streaming reaches 78%.  However, the competition for listening time is much closer, with radio accounting for 38.9% of audio consumption compared with 37.9% for streaming.

For broadcasters, the challenge is not simply to maintain radio listening.  It is to understand what motivates audiences to choose radio over competing audio options, how those choices vary throughout the day, and how stations can remain relevant across both traditional and digital platforms.  This is at the heart of the work we do with our clients.

It’s a good read.  Check out the original Radiocentre Ireland article here: https://www.radiocentreireland.ie/insights/ireland-is-a-nation-of-listeners-with-97--tuning-in-every-week