Report: NPR One Helping Network Draw Younger Demos For Its Content
June 23, 2016 at 4:08 AM (PT)
NPR ONE is drawing younger listeners to the network's content, according to data provided by NPR to CURRENT.ORG. The app, which aggregates NPR content and allows for customized streams, has its largest user base in the 25-34 demographic, with 40% of users under the age of 35 and over a third in surveys conducted by NPR saying that they never or only occasionally listen to broadcast radio.
The app also generates an average of almost 2-1/2 hours of listening per week and more listening to the terrestrial affiliates as well.
NPR ONE's TAMAR CHARNEY told CURRENT that, in light of concerns that the broadcast audience for NPR had gotten significantly older, “What NPR ONE is starting to suggest is, it’s not the content -- it’s been a platform problem to a large degree."