Bridge Ratings: What Broadcast Radio Is Learning From On-Demand Streaming
May 5, 2016 at 6:41 AM (PT)
BRIDGE RATINGS has posted data regarding on-demand music streaming behavior. They find that, "Consumers are compiling their own 'Greatest Hits' packages from favorite songs by year, genre, activity and subject matter. 80% of consumers have been accessing audio content online for over two years. They are beginning to settle into consumption behavior that provides a research roadmap for broadcast radio programmers. These road maps, if interpreted correctly, can improve audience engagement and ultimately audience ratings."
- Which genres are most popular
- Which songs to emphasize
- Which songs to avoid
- Which artists are core to their music format
- When to add songs to the playlist
- Reducing or eliminating songs based on streaming behavior
- For spoken word radio, podcasting is a treasure trove of listener interest (topics, news and popular subject matter)
Pres./CEO DAVE VAN DYKE concludes, "There is much synergy among consumers who listen to broadcast radio and who are heavy or medium users of on-demand audio content. In most cases, our streaming and broadcast listener panelists used both technologies in a symbiotic manner, i.e. broadcast radio content often or very often led them to seek out specific types of content (music or spoken word) on a streaming or podcast platform and, in return, audio content experienced online often or very often was a cause for seeking out that type of content on the radio.
See the full report here.