Bridge Updates Profile Of 'Streamies'
April 4, 2007 at 11:52 AM (PT)
BRIDGE RATINGS has released an updated study of U.S. Streamies, those individuals ages 12 and over who spend time on the Internet listening and/or viewing streaming content. The last study it conducted in 2003 reflected early-stage behavior of this highly sought-after online population, which now totals 47% of the U.S. population who have ever streamed audio or video.
Some 84% of Americans now have Internet access, up 25% from 2003. Other facts from this week’s release:
* 33% of adults 35-44 have ever streamed, compared to 20% of teens.
Traditional radio is impacted more seriously by Internet streaming than is traditional television viewing.
* 46% of Americans have ever streamed video or audio, up from 38% in 2003. MYSPACE and YOUTUBE are responsible for a significant portion of this increase.
* Men out-stream women in this latest study. In 2003 the balance was closer to 50/50.
* Streamies not only discover more new music on the Internet than their counterparts, but they tend to purchase this newly discovered music.
* Streamies spend 30 minutes more per day listening to online audio than they did a year ago.
"The study also confirms that the more often one spends streaming video or audio on the Internet, the less time is spent with traditional media -- radio specifically," BRIDGE President/CEO DAVE VAN DYKE says. "In fact, traditional radio is impacted more seriously by Internet streaming than is traditional television viewing. Radio's continued advancement into the world of online simulcast and custom channels can reduce attrition among this valuable group of consumers."
Read more about this new study here.