EXCLUSIVE: Here’s Why Double J Is Australia’s #1 Digital Radio Station Right Now

Last week's first ratings for 2017 showed that Double J is Australia's most-listened to digital-only radio station overall, with stats indicating that the network has a weekly reach of 200,000 across Sydney, Melbourne, Brisbane, Perth and Adelaide.

The ratings are a hugely-impressive feat, given the fact that it has beaten out a number of fellow radio heavyweights to the top, including Smooth, ABC Grandstand and even sibling-station, triple j Unearthed.

Speaking to The Music, Double J Content Director, Meagan Loader, says the successful result comes down to what they are providing their listeners over other stations.

"Double J has a great understanding of its audience and provides really unique music driven content to fulfil their needs," Loaders says of the station, established in 2014.

"Take in-depth music programs like The J Files and Artist In Residence, put together by music fans, for music fans. There really aren't any other programs like them."

Loader says that the key is finding a way toconnect with their 30+ demographic who may not be as in tune with new music as they may have been in their 20s.

"…That doesn't mean they're not passionate about new music and experiences," Loader says.

"They've never lost the thrill of finding their new favourite song, artist or album. They also wear their old music experiences close to their heart – the songs, artists, live music moments and albums that have shaped who they are, define a moment in time, soundtrack their life.

"Our music programming, led by Dorothy Markek reflects that. Playing a mix of new music and tunes you grew up with, to which the audience have really responded. 

"Through programs like The J Files, we can go in-depth on seminal artists, and spend time through interviews and features to find out what drives the creators of our favourite tunes.

"We've grown up with our audience, many of who were listening to triple j in their teens and twenties, so we know where they've come from and we know where they're at.

"We know they've hit a busy time of their lives with careers at full speed and often young kids who demand a lot of their time and attention. So we create content that they can access in their time-poor life – by filtering the best music, culture, ideas and conversations for them."

Loader adds that it is no surprise that last week's results showed that nearly all of the top-performing digital stations are music-focused.

"For Double J, we recognise the importance of music to our audience – both new and old.

"The station appeals to the post-triple j listener who still loves music but may have grown out of the usual 18-24 year old demographic interests. Double J gives them that station, by playing the music they grew up listening to on triple j, while carrying over those core brand values of new music discovery, supporting Australian music and live music that the audience are fiercely supportive of."