L\u2019\u00e9tude The Infinite Dial Australia 2026, r\u00e9alis\u00e9e par Edison Research parmi 1 600 Australiens de 10 ans et plus en avril 2026, montre que :<\/strong><\/p>\n\u2022 84% des Australiens consomment de l\u2019audio en streaming chaque mois (environ 20 millions de personnes).
\u2022 81% le font chaque semaine.
\u2022 Depuis 2018, le pourcentage d\u2019Australiens \u00e9coutant de l\u2019audio en ligne chaque mois a augment\u00e9 de pr\u00e8s de 50%.<\/p>\n
Ce chiffre ne concerne pas uniquement la musique : il inclut l\u2019audio streaming musical, les podcasts, la radio en streaming, les livres audio et autres formats num\u00e9riques.<\/p>\n
L\u2019audio en ligne est d\u00e9sormais un usage de masse quasi-syst\u00e9matique, au m\u00eame niveau que les usages de r\u00e9seaux sociaux ou de vid\u00e9o en streaming dans d\u2019autres \u00e9tudes internationales.<\/p>\n
Paradoxe majeur : le streaming ne remplace pas la radio<\/h3>\n
Malgr\u00e9 ce taux de streaming extr\u00eamement \u00e9lev\u00e9, la radio reste le m\u00e9dia audio de plus forte port\u00e9e hebdomadaire :<\/p>\n
\u2022 18 millions d\u2019Australiens \u00e9coutent la radio totale (AM\/FM\/DAB+ + streaming) chaque semaine.
\u2022 15 millions \u00e9coutent la radio commerciale chaque semaine, ce qui repr\u00e9sente 61% de la population.
\u2022 La radio commerciale atteint 4 fois plus d\u2019auditeurs que Spotify financ\u00e9 par la publicit\u00e9 (environ 4 millions).<\/p>\n
Autrement dit : le streaming audio est plus large en mensuel, mais la radio reste plus forte en hebdomadaire.<\/p>\n
Cela montre que beaucoup d\u2019Australiens cumulent les usages : ils streament de la musique ou des podcasts, mais \u00e9coutent aussi la radio, souvent en voiture.<\/p>\n
La voiture : le c\u0153ur de la radio, m\u00eame dans un monde connect\u00e9<\/h3>\n
Le v\u00e9hicule reste le point de masse strat\u00e9gique de la radio :<\/p>\n
\u2022 67% des auditeurs \u00e9coulent encore la radio depuis un v\u00e9hicule.
\u2022 82% des auditeurs en voiture \u00e9coutent la radio chaque semaine.
\u2022 60% des usages audio in-car vont vers la radio commerciale, contre 52% pour le streaming musical.<\/p>\n
Le tableau dans la voiture a chang\u00e9 :<\/p>\n
\u2022 52% des v\u00e9hicules principaux ont Apple CarPlay ou Android Auto (contre 10% en 2019), le taux le plus \u00e9lev\u00e9 de tous les march\u00e9s \u00e9tudi\u00e9s.
\u2022 40% des auditeurs hebdomadaires consomment des podcasts dans la voiture.<\/p>\n
La radio conserve un avantage structurel en voiture, m\u00eame avec des dashboards connect\u00e9s. Le streaming musical et les podcasts progressent, mais ils ne la d\u00e9passent pas.<\/p>\n
[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/www.lawebradio.com\/news\/wp-content\/uploads\/2026\/06\/26062026-01.jpg\u00a0\u00bb _builder_version=\u00a0\u00bb4.8.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.8.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_3_font_size=\u00a0\u00bb21px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.4em\u00a0\u00bb]<\/p>\n
La radio en streaming : une seconde croissance silencieuse<\/h3>\n
L\u2019\u00e9tude montre aussi que la radio ne se contente pas de tenir sur le hertzien : elle se digitalise aussi.<\/p>\n
\u2022 35% des Australiens de 25\u201354 ans ont \u00e9cout\u00e9 de la radio en streaming la semaine pr\u00e9c\u00e9dente, presque le double de 18% en 2022.
\u2022 1 sur 3 des Australiens de 25\u201354 ans streament la radio chaque semaine.
\u2022 La radio commerciale atteint 15 millions de personnes, tandis que Spotify ad-supported n\u2019atteint que 4 millions.<\/p>\n
Le streaming prolonge la port\u00e9e de la radio, notamment chez les adultes actifs, sans qu\u2019elle perde son r\u00f4le de m\u00e9dia de masse.<\/p>\n
Podcasts : le second pilier de l\u2019audio de masse<\/h3>\n
Le podcast compl\u00e8te cette architecture audio :<\/p>\n
\u2022 50% des Australiens de 10+ consomment des podcasts audio uniquement chaque mois.
\u2022 55% en consomment si on inclut les podcasts vid\u00e9o.
\u2022 45% consomment des podcasts chaque semaine, un taux d\u00e9sormais \u00e9gal aux \u00c9tats-Unis.
\u2022 12 millions d\u2019Australiens consomment un podcast chaque mois.
\u2022 40% des Australiens ont regard\u00e9 un podcast vid\u00e9o au cours du mois.<\/p>\n
YouTube est la plateforme dominante pour les podcasts vid\u00e9o (89% des consommateurs mensuels), loin devant Spotify (47%), Netflix (37%) et Apple Podcasts (27%).<\/p>\n
Le podcast est un second pilier de l\u2019audio de masse, compl\u00e9mentaire \u00e0 la radio, pas concurrent.<\/p>\n
[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/www.lawebradio.com\/news\/wp-content\/uploads\/2026\/06\/26062026-02.jpg\u00a0\u00bb _builder_version=\u00a0\u00bb4.8.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.8.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_3_font_size=\u00a0\u00bb21px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.4em\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″]<\/p>\n
Analyse strat\u00e9gique : quel mod\u00e8le pour l\u2019audio ?<\/h3>\n
Pour les marques et annonceurs<\/strong><\/p>\n\u2022 La radio offre une couverture massive : 15 millions pour la radio commerciale.
\u2022 Le streaming musical offre un ciblage comportemental et d\u00e9mographique plus fin.
\u2022 Les podcasts offrent un engagement plus fort et une attention plus profonde.<\/p>\n
Le mod\u00e8le le plus efficace est donc une strat\u00e9gie audio pluri-forme : radio pour la notori\u00e9t\u00e9, streaming pour la fr\u00e9quence, podcast pour l\u2019engagement.<\/p>\n
Pour les \u00e9diteurs audio<\/strong><\/p>\n\u2022 Ne pas voir la radio et le num\u00e9rique comme deux mondes oppos\u00e9s.
\u2022 Orchestrer un mod\u00e8le hybride : FM\/AM\/DAB+ + streaming + podcasts.
\u2022 Capitaliser sur la voiture connect\u00e9e, o\u00f9 radio, CarPlay\/Android Auto et podcasts coexistent.<\/p>\n
Pour les plateformes de streaming<\/strong><\/p>\n\u2022 Spotify ad-supported n\u2019atteint que 4 millions d\u2019auditeurs hebdomadaires, contre 15 millions pour la radio commerciale.
\u2022 Le podcast est un levier fort, mais YouTube domine clairement le podcast vid\u00e9o.<\/p>\n
En bref<\/h3>\n
Le chiffre de 84% d\u2019Australiens en streaming audio chaque mois confirme que l\u2019audio en ligne est devenu un usage de masse, mais l\u2019\u00e9tude d\u00e9truit le r\u00e9cit de la \u00ab radio morte \u00bb :<\/p>\n
\u2022 La radio reste le m\u00e9dia audio de plus forte port\u00e9e hebdomadaire.
\u2022 Le streaming et les podcasts sont des compl\u00e9ments de masse, pas des remplacements.
\u2022 La voiture, m\u00eame connect\u00e9e, reste le bastion de la radio.<\/p>\n
L\u2019Australie illustre un mod\u00e8le d\u2019audio hybride mature : radio + streaming + podcast, o\u00f9 chaque format joue un r\u00f4le strat\u00e9gique diff\u00e9rent pour les marques et les \u00e9diteurs.<\/p>\n
\u2022 En savoir plus >><\/strong><\/a><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
[et_pb_section fb_built=\u00a0\u00bb1″ _builder_version=\u00a0\u00bb4.6.5″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.6.5″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.6.5″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.8.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_3_font_size=\u00a0\u00bb21px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.4em\u00a0\u00bb] L\u2019\u00e9tude The Infinite Dial Australia 2026, r\u00e9alis\u00e9e par Edison Research parmi 1 600 Australiens de 10 ans et plus en avril 2026, montre que : \u2022 84% des Australiens consomment de l\u2019audio en streaming chaque mois (environ 20 millions de personnes).\u2022 81% […]<\/p>\n","protected":false},"author":2,"featured_media":12414,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[12],"tags":[],"class_list":["post-12413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-revue","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\n
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