More 18-24 Year Olds Are Listening To Smooth FM Than Triple J In Sydney

The fourth Sydney radio ratings survey of the year has been released, with a range of extremely interesting results. 

While triple j's overall audience slightly rose from 3.9% to 4.3%, their core audience within their 18-24 year old demographic took a hit dropping by 3.6% from 8% share of the market to 4.4%.

This is a worrying trend for the ABC, with the previous survey also registering a significant dip, dropping 7.4% from 15.4 to 7%. 

NOVA and KISS have traditionally dominated the 18-24 year old demographic and this survey also suggests that, with both organisations taking out 17.9% and 17.3% market share respectively in the 18-24 bracket.

Interestingly, the J's now sit behind WSFM (at 11% share), Smooth (9.7% share), 2DAY (6.5% share) and Triple M (4.5% share) in their core market. 

It's important to note that Triple J have diversified away from reaching their audience exclusively via radio. They have active socials which includes extremely popular Instagram and TikTok accounts, a lengthy series of podcasts as well as a digital web player.

While yes, the numbers must be concerning to a certain level, maybe it's a sign of the times for the future of radio for young people rather than triple j losing touch?

Maybe it's a bit of both.