Radio Fanatics. Who Listens for One-Third of the Day?

On average, radio reaches 79.7% of Poles aged 15-75 each day, according to the September wave of the Radio Track survey. The study’s authors highlight that since the beginning of the year, there has been a noticeable increase in people who listen to the radio for more than 8 hours a day. This group now makes up nearly one-fifth of all listeners - from May to July, it was 19.1%. In comparison, at the beginning of the year, this figure was only 17.6%. Meanwhile, the number of people who listen briefly (up to an hour or between 1-2 hours) has decreased.


More than half of these listeners, whom Radio Track calls heavy users, have a secondary education, more than double the next group of listeners with higher education.

Breakdown of Radio "Heavy Users" by Education Level

• Secondary - 51.2%
• Higher - 23.3%
• Vocational - 17.8%
• Primary - 7.6%

According to Radio Track, among those spending more than 6 hours with the radio, there is a higher proportion of white-collar workers than in the general population - they make up 22.1% of these listeners. There are also more business owners (10.9%), directors and professionals (14.8%), and skilled laborers (22.4%).

These data are significant due to the advertising potential. It’s no surprise they’re often highlighted, as in a recent release by the Radio Research Committee, which emphasized that company heads listen to their favorite stations more than average.

The listeners who spend the most time with the radio are primarily adults: people aged 25-39 make up 37.8% (significantly more than 29.3% of all respondents), and those aged 40-59 account for 39.3% (compared to 35.7% of all respondents).

It’s worth noting that the increase in people who keep their radios on for long periods may be influenced by the summer season, when Poles traditionally listen to the radio longer and more often. Additionally, programming and music changes are increasingly tailored to meet audience expectations and needs.

Share the article:

New articles in section Media industry

TVs in Europe, the USA and China. What and how we watch on them

Paweł Sobczak
The Living Room Study shows significant differences in video content consumption across different regions of the world. This is the result of diverse media ecosystems shaped by decades of local broadcasting, channel availability, and strong cultural factors.

Cinema in the era of algorithms and AI

Arkadiusz Murenia
Will artificial intelligence kill the creativity of filmmakers? The most honest answer is: no, AI is unlikely to kill the creativity of filmmakers, but it will very clearly change the place where this creativity manifests itself and, above all, how.

Social media, journalism and advertising. Trust in sponsored content study

Krzysztof Fiedorek
Is sponsored content destroying credibility on social media? Research results are ruthless. We trust regular editorial posts in 87.5 percent of cases. When a bank pays for material, the rate drops to 20 percent. Young recipients equate commerce with falsehood.

See articles on a similar topic:

Journalism in the age of AI. Why people prefer humans over machines

Krzysztof Fiedorek
Only 12% of people accept news created solely by AI, while 62% prefer those written by humans. At the same time, only 19% notice labels indicating the use of artificial intelligence, while younger audiences ask AI to explain the content to them. These are the findings of the Reuters Institute report on artificial intelligence in media.

Cyberviolence and hate disguised as a joke. The RAYUELA report on youth

Krzysztof Fiedorek
The study conducted in five countries reveals a harsh truth. Online violence is not evenly distributed. It is a digital map of prejudice that hurts the most those who stand out the most. "It’s just a joke." That’s how violence often begins. Young people go through it in silence.

Fake News and Disinformation in Poland. Scale, Impact and Future

Bartłomiej Dwornik
Where do the sources of disinformation lie, and how large is the scale of this wave? Why are we so susceptible to false information, and what role do traditional media play in this puzzle? Let’s shed some light on these issues and face the question: can the battle against the flood of disinformation still be won?

Gen Z Will Force Brands to Tell the Truth. GWI Report and Forecasts

Krzysztof Fiedorek
They value authenticity and brand transparency, preferring socially engaged companies. Young people see technology as a tool for growth, not just entertainment. In relationships, they prioritize genuine connections despite being highly active online. What do we know about Gen Z, and what does this mean for marketing? And beyond.

More in the section: Media industry