Edison Research Reveals Results of The Infinite Dial Germany 2019

Reveals Results of The Infinite Dial Germany 2019

THE INFINITE DIAL GERMANY has been released, with research finding that all age groups use radio and audio services in many scenarios, and through many platforms and distribution channels. It also shows a direct comparison with the U.S. market, from which important insights into audio trends can also be derived. The global U.S.-based  research company EDISON RESEARCH, which is responsible for the implementation of THE INFINITE DIAL in the U.S., AUSTRALIA, CANADA and SOUTH AFRICA, was commissioned to carry out the study.

Some of the top findings:

• In all age groups, and across all platforms and devices, radio and audio services are heavily used.
• In the car, radio is by far the most-used source of music, entertainment and information for almost 70% of Germans. 
• 16-34 year-olds are increasingly listening to radio via radio apps on their mobile phones, streaming aggregators, or smart speakers. Thirty-eight percent of this group state that they no longer own a traditional radio receiver. 
• Smart speakers are also gaining ground in GERMANY as 8% of Germans already own one or more of these devices. The INFINITE DIAL GERMANY confirms RTL RADIO DEUTSCHLAND's previous market estimates of around 12 million units sold. Each smart speaker owner currently has an average of 1.8 devices in their household.  
• More than one third (35%) of 16-34 year olds in GERMANY listen to a podcast every month. Each user listens to an average of 5 podcasts per week.
• Podcast listeners have enormous potential as customers to marketers. They have an above-average income and are well educated. 

RTL RADIO GERMANY CEO STEPHAN SCHMITTER said, "The results of THE INFINITE DIAL GERMANY are a very important building block for the strategic development of our radio and audio world. They prove that we are on the right track with our diverse products. In addition to classic programs, on-demand offerings have a high usage rate. This confirms in particular the great potential for podcasts. With our platform AUDIO NOW and the founding of the podcast production company AUDIO ALLIANCE, we have created an excellent basis at the right time to play a decisive role in shaping the attractiveness of this market from the user and customer point of view."

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