Bridge Ratings: Broadcast Streaming At A Crossroads
May 6, 2015 at 12:16 PM (PT)
BRIDGE RATINGS has conducted a survey of 1,500 persons for their reactions to custom, personalized Internet radio stations which would allow panel members to adjust various musical aspects to their own tastes.
A total of 41% questioned aged 12-49 would use a smartphone app from an AM/FM station that offered custom content specific to them. Another 34% would listen to a personalized, customizable Internet radio station culled from their favorite AM/FM radio station, while only 9% had listened to an AM/FM radio internet radio simulcast during that previous week. Studies by other researchers estimate that 7% of their sample listens to AM/FM contest on a mobile device now.
Of the 3,200 panel members in a new BRIDGE RATINGS parallel study, 87% preferred mobile listening to desktop listening of any streaming music. Only 14% of the sample had a radio app on their mobile device, while less than 65% of those with radio station apps on their mobile devices use them.
Based on this and other studies available, the writing is on the wall for broadcasters seeking a path to increased usage of their radio station apps. Offering personalized internet radio stations would greatly multiply use and potential digital revenue, though many programmers are not financially incentivized for the audiences generated by simulcast Internet duplications of their AM/FM stations, or fear that it might cannibalize listening to their terrestrial outlets.
The survey concludes that the broadcast radio industry must finally learn from years of trial and error by companies like SPOTIFY, iHEART and PANDORA that customized experiences generate use and loyalty.
Broadcast radio can develop digital solutions that offer personal, geo-located experiences for their listeners. The technology is available, but it seems as though the will is missing.
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