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This essay, Internet-Radio Audience and Revenue Growing, was written by Daniel Anstandig for Radio-Info.com's connected column.
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Internet-Radio Audience and Revenue Growing
Nearly 2000 Internet-Radio listeners over the age of twelve were recently surveyed by Bridge Ratings. Last week, you saw some of the initial findings in our RADIO 3D REAL TIME report from the NAB. Now, as promised, full coverage of the internet-radio study.
Internet-Radio consumers generally listen to BROADCAST radio more than INTERNET-radio. The average Internet-Radio consumer spends 19.2 hours per week listening to AM/FM stations, 17.3 hours per week listening to their MP3 player, and 11.3 hours per week listening to Internet-radio. These findings would also show that the average internet-radio listeners have an above-average appetite for music media.
Time Spent Listening is on the RISE for AM/FM stations that simulcast online, as well as internet-only radio stations. According to this study, the average time spent listening to simulcast AM/FM stations online in 2009 was 2.5 hours/day. The average time spent listening to internet-only stations in 2009 was 1.4 hours per day. Bridge Ratings projects that TSL is increasing for both broadcasters and streamers in the coming years.
Music Discovery (finding new music) is MORE important to Internet-Radio listeners than it is to AM/FM stream listeners.
51% of the people who listen to AM/FM simulcasts online say they are spending MORE time listening to AM/FM stations online today than they were six months ago.
Bridge Ratings predicts that the annual spend for Internet-Radio advertising will double between 2010 and 2015, going from $324 billion this year to $803 billion in 2010. Dave Van Dyke, President of Bridge Ratings, said, “Internet-Radio Revenues will accelerate faster than terrestrial revenues.”
The appetite for “mobile listening” has increased in the last two years. In 2008, only 18% of listeners who listen to internet-only radio stations preferred to listen to the station on their mobile phone. Now, 23% of the internet-radio-only audience prefers mobile audio vs. listening on their desktop computer. The percentage of AM/FM simulcast listeners who prefer mobile audio has doubled since 2008 (8% to 15%).
The audience and revenue market for streaming is clearly growing. Is your company poised to take advantage of this growing opportunity?
About the Writer
Daniel Anstandig is President and Co-Founder of Listener Driven Radio, a software company revolutionizing interactive radio programming. Future-minded and passionate about the the digital radio convergence, Anstandig develops content and sales strategies for digital media companies. Reach Daniel at connected@radio-info.com and by phone at 216-965-5440.
