Triton Digital: AccuRadio Up 80% Thanks To At-Work Listening
March 14, 2016 at 12:30 PM (PT)
ACCURADIO continues to be the fastest-growing "personalized" music webcaster, according to the just-released TRITON DIGITAL JANUARY 2016 Top 20 Ranker Data released last FRIDAY (MARCH 11th).
Between JANUARY and DECEMBER 2015, ACCURADIO‘s AQH listener traffic grew 80% – a rate of growth that led all webcasters in TRITON DIGITAL's “Webcast Metrics Top 20” (U.S., MONDAY-SUNDAY 6a-12m), topping PANDORA and iHEARTRADIO among others.
In AQH (Average Quarter-Hour Persons) 2015, ACCURADIO was up 80%, topping SPOTIFY (+46%), iHEARTMEDIA (+25%), PANDORA (+10%) and CBS RADIO (-14%).
In Year-Over-Year growth (JANUARY 2015- JANUARY 2016), ACCURADIO was up 59%, more than SPOTIFY (+49%), iHEARTMEDIA (+21%) and PANDORA (+4%).
ACCURADIO attributes the rise to targeting at-work listeners, attracting educated, at-work audiences ages 35-64 with focused marketing (“Better radio for your workday”), an interface that has been designed with the workday in mind, and an emphasis on music genres appropriate for at-work listening.
As a result, ACCURADIO’s hour-by-hour audience profile looks like an average workday: It quickly ramps up in the morning, peaks at midday, then begins to fall in the late afternoon, with a strong MONDAY through FRIDAY focus. Unlike most online music services, the majority of ACCURADIO’s listening is web-based (i.e., on desktop and laptop computers) rather than on mobile devices.
ACCURADIO EVP/Music Programming PAUL MALONEY explained: “While everyone else is chasing mobile listeners, we’ve had great success and growth from desktop users."
MALONEY goes on to describe how ACCURADIO programming follows the contours of a working day at the office: “Since we’re often tired and sluggish at the beginning of the day or after lunch, upbeat music can be a great motivator. At other times during the day when you want your mind to focus on a task, and genres of music like jazz or classical can help drown out background distractions, both in your environment and in the back of your mind. All of these are moments where music is a great accompaniment, so we crafted lots of channels with these moments in mind.”