Commercial Radio Australia (CRA) and Google Australia have partnered up to launch RadioApp, bringing Australians more than 350 Australian AM, FM and DAB+ digital radio stations, including all commercial radio, ABC and SBS stations, via voice command on Google Nest speakers and displays.
CRA CEO Joan Warner told B&T, “There is great value for radio audiences in being able to enjoy their favourite local radio station on these devices using a simple voice request. It’s also good news for advertisers looking to invest in audio, as the growth in smart speaker ownership, and radio’s presence on these devices, strengthens radio’s position and reach.”
According to Stackchat, Australia is rapidly outgrowing the U.S in smart speaker adoption, with Google Home dominating with 68.2%, a share that is almost five times greater than Amazon Echo’s 14.2% share. The percentage of Australian adults that have access to smart devices jumped from zero to 29.3% in an 18 month period – exceeding the U.S device per capita user base, despite being available for half the time.
By the end of December 2018, 5.7 million adult Australians reported having smart speakers out of an approximate population of 19.3 million (source: Voicebot 2019).
Smart speakers are a significant catalyst for voice adoption within Australia and a new gateway for radio stations to reach listeners in their homes.
“At Nova we’ve seen ongoing and rapid growth in voice experiences, this has been fuelled by smart speaker adoption and resulted in greater possibilities for audio content publishers. The opportunity to directly converse and engage with our audiences is exciting and brings a whole new realm of possibilities to the table, especially with how brands make meaningful connections. As AI continues to evolve we are excited to be at the forefront of innovation as we look to further enrich voice experiences in an ever growing ‘smart’ world,” Tim Armstrong, Head of Digital Audience and Monetisation, Nova Entertainment.
This deal between Google and CRA will provide incredible value for local radio stations and advertisers alike.