SNL Kagan Sees More Ad Dollars Flowing To Pureplay Webcasters Than Broadcasters' Online Feeds By 2023
May 12, 2014 at 3:59 AM (PT)
In a report published by the RAIN NEWSLETTER, SNL KAGAN Sr. Research Analyst JUSTIN NIELSON predicted pure play Internet broadcasters advertising revenue will grow from $880 million in 2013 to $3.2 billion in 2023. That figure is projected to "comprise 3.6% of total online ad revenue across all sectors in the U.S."
The data is less positive for terrestrial radio's online advertising revenue, which NIELSON sees rising from $889 million in 2013 to $1.6 billion in 2023.
NIELSON told RAIN, “I think distribution in mobile is the primary focus. An example is PANDORA, which tries to be everywhere its listeners are. The biggest opportunity is in the car. Broadcast radio has had a primary distribution point in the car. Others are trying to get into radio’s area of expertise, and make their service as easy to use in the car as radio. That’s a big initiative."
Read the full interview here.