Bridge Ratings Asks Internet Radio Pure Plays: Is Music Enough?
August 19, 2014 at 3:57 AM (PT)
BRIDGE RATINGS’ just-completed study of consumers of Internet pure plays took a look at a variety of perceptions and needs of these users. This study did not include online streams by AM/FM broadcasters. One area of interest by these companies has been whether music streaming destinations like PANDORA, SPOTIFY, iHEART, SLACKER and others should add non-music, information content options.
BRIDGE RATINGS found that 72% of those in the study listened to at least one of the Internet pure-plays in the past seven days.
If these Internet radio services offered NEWS content specific to the user, how would their behavior change?
“For the news and traffic content, the users who responded that they would listen less to their favorite Internet pure play, said that non-music information is not the reason they visit these sites,” explained Pres. DAVE VAN DYKE. “85% of those who indicated less listening said there are many other sources for both news and traffic information and that they use Internet Radio as a way to avoid or exclude this type of content."
“Internet Radio sources offer an oasis for most users which understandably is what initially attracted them to the pure plays,” continues VAN DYKE. “Despite the belief that more is better, adding news or commuter traffic content is likely not going to enhance the experience for most users of these services; 20% would listen more which may be enough to encourage one or more of these services to offer this type of content.”
Interestingly, non-music content that would be acceptable by 40% or more includes audio artist bios, artist interviews and recording session or tour-based behind-the-scenes commentaries.