18.11.2024 Media market
Radio Listenership in Poland 2024: Demographics, Trends, and Statistics
Krzysztof Fiedorek
Why do millions of Poles still choose radio? What drives RMF FM's dominance and Eska's surprising results? The latest "Audio Track" report from the National Media Institute reveals listenership data, demographics, and evolving trends. How does the digital revolution affect traditional stations?
illustration: Bing AIThe commercial stations continue to dominate the Polish radio market. RMF FM, enjoying consistently high popularity, recorded a daily reach of 17.6%, meaning over 5.6 million Poles tune in daily. Radio ZET ranked second with a reach of 10.6% (3.4 million listeners), followed by Eska at 5.5% (1.75 million listeners).
Interestingly, RMF FM maintains its lead across all age groups, establishing itself as the absolute market leader. Among younger audiences (15–29 years), Eska holds a strong position, thanks to its music format appealing to youth.
Listenership Figures:
- RMF FM – 17.6%, 5,609,817 listeners
- Radio ZET – 10.6%, 3,397,017 listeners
- Eska – 5.5%, 1,751,895 listeners
- Jedynka Polskiego Radia – 2.1%, 670,000 listeners
- Radio Maryja – 1.3%, 415,000 listeners
Listener Demographics: Who Tunes In?
The study shows radio listenership varies by age, gender, and location. Men prefer RMF FM (19.8%) more often than women (15.5%), likely due to its informational and musical programming. Eska attracts younger listeners, with 10.6% of 15–29-year-olds regularly tuning in.
Among listeners aged 65+, Jedynka Polskiego Radia (8.6%) and Radio Maryja (4.5%) enjoy the most interest. Older audiences appreciate these stations` traditional approach and focus on educational and religious content.
Daily Reach of Stations by Age Group:
| Radio Station | 15–29 years | 30–49 years | 65+ years |
|---|---|---|---|
| RMF FM | 15.4% | 20.5% | 11.4% |
| Radio ZET | 7.2% | 11.7% | 8.7% |
| Eska | 10.6% | 7.2% | 1.1% |
| Jedynka PR | 0.8% | 1.9% | 8.6% |
| Radio Maryja | 0.0% | 1.2% | 4.5% |
| TOK FM | 2.4% | 4.7% | 1.8% |
| Radio WAWA | 4.1% | 2.6% | 0.5% |
| Chillizet | 3.8% | 2.1% | 0.3% |
| Polskie Radio 24 | 1.2% | 1.6% | 3.2% |
Average Listening Time
Radio remains a key companion medium, with an average listening time of 120–150 minutes daily. RMF FM also leads here, with 145 minutes per day. Older audiences stay loyal to Radio Maryja, which achieves an impressive 146 minutes. Eska has seen a drop to 112 minutes, likely reflecting changing habits among youth, who increasingly opt for music streaming services.
Listening Time Data:
- RMF FM – 145 minutes
- Radio Maryja – 146 minutes
- Radio ZET – 138 minutes
- Eska – 112 minutes
Digitization and Emerging Trends
The evolving landscape of Polish radio media reflects the rising popularity of digital platforms. Music streaming, podcasts, and radio apps attract more users, particularly younger audiences. 67% of respondents aged 15–29 use mobile apps to listen to radio, marking a 12-percentage point increase from 2023.
A digital success story is TOK FM, which has expanded its podcast offerings, achieving a 15% growth in subscription revenues within a year. By contrast, Polskie Radio struggles with technological limitations, hindering its digital transformation potential.
| Medium | Growth in 2024 | Popularity among 15–29 years |
|---|---|---|
| Mobile Apps | +12 p.p. | 67% |
| Podcasts | +15% | 54% |
| Radio Streaming | +8% | 48% |
Rising competition from streaming platforms like Spotify and YouTube pushes radio stations to explore new formats and engagement strategies. RMF FM invests in live interactive broadcasts, enabling listeners to participate via mobile apps. Eska experiments with hybrid formats combining radio and social media, aiming to attract younger audiences.
Smaller stations like Radio Maryja focus on maintaining loyal listeners by targeting niche content. However, a lack of technological investment may limit their ability to compete in the long term.
The "Audio Track" report from the National Media Institute, January–October 2024 is available for download here:
https://kim.gov.pl/wp-content/uploads/2024/11/2024_11_15_Wyniki-KIM_Audio-Track_rynek-ogolnopolski.pdf
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