Infinite Dial: YouTube Is Radio's New Rival
April 1, 2014 at 10:48 AM (PT)
The latest report from EDISON RESEARCH "Infinite Dial 2014" study has found radio's true challenger for its listeners' attention -- YOUTUBE. Over a third of Americans 12+ used YOUTUBE to watch music videos or listen to music in the last week. For listeners to most current-based formats, but radio listeners' interest spiked much higher: 57% of Top 40 P1s have used YOUTUBE for music in the last week, followed by 53% of Urban P1s and 48% of Rock P1s.
EDISON RESEARCH’s “The Infinite Dial” survey delved into P1 listeners to 10 major format groups. Country was the next major music format for YouTube usage at 27%, followed by Classic Rock/Classic Hits (24%) and AC (19%).
“While radio has spent much of the last year focusing on PANDORA and SIRIUSXM, YOUTUBE remains a major destination for many formats’ P1 listeners,” EDISON RESEARCH VP/Music and Programming SEAN ROSS said. “In fact, nearly as many Top 40 P1s use YOUTUBE for music in a week as the 60% that use Pandora in a given month.”
In other findings, Top 40, Urban and Rock radio P1s are the most likely to listen to any
online radio, as well as the most likely to be aware of and use PANDORA. Country is last
among major music formats in both measurements.
Released in early MARCH and sponsored by TRITON DIGITAL, “The Infinite Dial” surveyed
more than 2,000 respondents 12+. “The Infinite Dial” can be found at www.EdisonResearch.com. The format breakout report is available here.