Vision Critical Finds AM/FM Radio Holds Competitive Edge for Music
March 18, 2013 at 6:49 AM (PT)
VISION CRITICAL, in conjunction with CANADIAN MUSIC WEEK, has released online survey results that show that broadcast radio stations continue to be the leading music source for NORTH AMERICAN adults. However, a wide range of digital options appear to be closing the gap.
Nearly two-thirds of NORTH AMERICAN adults reported listening to music on AM/FM radio stations via standard or streamed radio in the past week. Responses show that CANADIAN adults are slightly more inclined to listen to broadcast radio than AMERICANS -- 70% compared to 63% listen weekly.
Though AM/FM usage remains considerably higher than competing platforms, emerging music sources such as YOUTUBE, music download services, Internet radio and streaming services have gained a foothold among online adults.
Key findings include:
* YOUTUBE is a widely used platform for listening to music, especially among 18 to 34 year old adults. About 66% of 18 to 34 year old CANADIANS and 61% of 18 to 34 year old AMERICANS listen to music on YOUTUBE. This is virtually the same proportion of 18 to 34 year old adults who listen to music on broadcast radio stations (66% in CANADA and 62% in the U.S.).
* Though music consumption patterns are generally similar between CANADA and the U.S., the use of Internet radio and music streaming services is considerably higher in the U.S. More than one in four AMERICAN adults listen to music on the Web, whereas only about 20% of the CANADIAN adult population do so where services such as PANDORA and SPOTIFY are not available.
"We are seeing that music and in fact, radio itself are shifting platforms. This is not necessarily at the expense of broadcast radio but as a result of the expanding array of music platform choices," said VISION CRITICAL SVP/Media And Entertainment JEFF VIDLER. "Radio still plays a key role in keeping its listeners connected, but digital options are clearly moving into the pure music position."