Bridge: Radio Benefits From Music Streaming
October 24, 2014 at 3:43 PM (PT)
BRIDGE RATINGS Pres./CEO DAVE VAN DYKE explained how broadcast radio benefits from music streaming in a column posted on his LINKEDIN page. He cited the findings of the latest BRIDGE RATINGS study looks at broadcast listening behavior among those in the sample who also spend at least 30 minutes a day listening to on-demand music services such as PANDORA or SPOTIFY.
This year's study revealed that 84% of the panel listened to an music-based radio-station during the survey week; 61% listened to an on-demand service. While TSL for radio is being impacted by time spent with on-demand music services, "Interestingly, the number of times or occasions of listening have increased for both sources of music consumption."
The survey found that in 2014, more respondents listen for songs they know as well as to discover new songs or songs they were previously unaware of than they did in 2012. A similar pattern holds true for those that stream music online. They like to hear songs they know, but a higher percentage also like to discover new music.
TSL for radio is being impacted by time spent with on-demand music services. Yet the number of times or occasions of listening have increased for both sources of music consumption. And a growing number of listeners finds their favorite radio station is an important part of their music streaming experience.
"In general terms, on-demand streaming is improving broadcast radio's image and utility," VAN DYKE wrote. "Though time-spent each occasion with broadcast radio is decreasing, there is a symbiotic relationship developing which should be considered a positive. Broadcast radio programmers are now challenged as to how to take advantage of this new good will."
Read the entire post here.