25th Annual Infinite Dial Study: Online Radio TSL Up, Podcasts And Spotify Growing
March 9, 2017 at 1:57 PM (PT)
Results from TRITON DIGITAL and EDISON RESEARCH's 25th annual "Infinite Dial" study were unveiled during a webinar on THURSDAY (3/10), and while many of the media usage trends and data points were somewhat predictable, there were a few surprises as well.
Chief among them was the fact that after two years of decline, online radio TSL increased from 12:08 to 14:39, an all-time high. The presenters attributed that bump to the continued growth in smartphone listening.
In terms of what they were listening to, PANDORA continued to rule the roost, but SPOTIFY is making substantial gains (especially among 12-24s)while iHEARTRADIO and APPLE MUSIC declined. Overall, though, the data suggests that the entire space is growing and there's room for many competitors.
A more concerting trend was found in music discovery where AM/FM radio fell from second to third, behind YOUTUBE and Family/Friends. In 12-24, AM/FM drops to fourth behind SPOTIFY.
Podcasting looks like its coming into its own, as its familiarity level rose from 49% two years ago to 60% today. Approximately 67 million Americans (24%) -- the lion's share 25-54 -- listen to podcasts at least monthly.
Social media usage is beginning to consolidate around a few platforms, with FACEBOOK still growing, but INSTAGRAM and SNAPCHAT are coming on strong -- especially in the 12-24s -- while TWITTER’s growth rate continues to decline ... especially with 12-24s.
Also notable: "Smart speakers" such as the AMAZON ECHO and GOOGLE HOME are starting to break through big time, and NETFLIX is now in 50% of American homes.
“The significant numbers we see for subscription products, such as NETFLIX and SPOTIFY, as well as the continued growth for platforms that are relatively ‘advertising-light,’ such as PANDORA and Podcasts, reflect a continued shift in the ability for advertisers to reach consumers with traditional, interruptive forms of advertising,” EDISON VP/Strategy TOM WEBSTER said. “Advertising models are going to have to adapt, and adapt quickly, to the American consumer’s increasing willingness to curate their own media mix and avoidance of traditional advertising messages.”
More data can be found here.