Bridge Ratings: Why Isn't HD Catching On?
August 15, 2007 at 12:31 PM (PT)
Twice a year BRIDGE RATINGS re-forecasts its growth projections for traditional radio and its direct audio competitors from Internet Radio to Podcasting. In the most recent update, BRIDGE sees traditional AM/FM radio attrition slowing and growth projections for HD radio revised down – again.
“Among 12-24 year olds, we’re finding that the usage paths of traditional radio and MP3 players become parallel and not divergent over time,” explains BRIDGE RATINGS Pres. DAVE VAN DYKE. “’iPod fatigue’ does exist and most users have a point in time when they become bored with either the downloading and transfer process or the content discovery process. When that happens, they tend to go to radio to help with the decision stress and let radio filter much of the content for them.”
HD radio, on the other hand, is projected to have fewer than 1 million listeners by the start of 2009, a reduction in BRIDGE RATINGS’ previous estimate of 1.07 million.
Why isn't HD radio catching on? The number one response from those who have "little or no interest in HD radio at this time" continues to be "Don't see a need" followed by "Not aware of its benefits".
It’s a fascinating look into the future of audio media and you can read all about it by going to www.bridgeratings.com.