Bridge: AM/FM Streams Peaking, Net Radio TSL Growing
February 1, 2010 at 4:30 AM (PT)
A recent BRIDGE RATINGS research report found that Internet-only TSL will equal that of AM/FM simulcast streaming within seven years. Its survey data suggests that AM/FM simulcast streaming will peak and begin to slide in 2012. While TSL to both simulcast and Internet-only streaming will improve beyond that, that increase will be due to the growth of the Net radio-only audience.
You can read the entire report here.
"Much of the growth projection rests with natural demographic and psychographic shifts coming over the next four years," BRIDGE RATINGS Pres. DAVE VAN DYKE said. "With music discovery being a prime driver for many Internet-only streamies, behavior by the demographic most intrigued by this characteristic will see increasing listenership for this type of programming while older streamies will listen less due to lifestyle and music preference changes in their lives.
"Unlike the AM/FM simulcast experience, which duplicates the terrestrial broadcast consumption model, there is a consumer learning curve of sorts with Internet-only radio streaming," he added. "Experimenting with different sites over time provides more comfort for the user and time spent with those sites increases. This is why we project TSL improving for Internet-only streams."
"Our panel revealed that over time their usage with Internet-only radio becomes more sophisticated and they learn which sites generate the best consumer experience, " continued VAN DYKE. "Unlike the AM/FM simulcast experience, which duplicates the terrestrial broadcast consumption model, there is a consumer learning curve of sorts with Internet-only radio streaming. Experimenting with different sites over time provides more comfort for the user and time spent with those sites increases. This is why we project TSL improving for Internet-only streams."
Other Points Of Interest
* Just over 60 million Americans listen to some form of Internet radio in a typical week. This includes both AM/FM simulcast streams and Internet-only radio (e.g. PANDORA, ACCURADIO).
* 84% of this group regularly listens for at least five minutes to AM/FM simulcast streams in a typical week.
* 62% of the total streaming group regularly listens for at least five minutes listening to Internet-only streams.
* 77 million Americans will listen to Internet radio streams (on both computers and mobile devices) by January 1st, 2015.
* Based on interviews which measured satisfaction and fatigue levels, we are projecting that by that date the percentage listening to AM/FM simulcast streams will fall to 81% while those listening to Internet-only radio streams will increase to 72%.
* The percentage of streaming listeners for AM/FM simulcasts and Internet-only will reach parity by the end of 2016 (77%).
* Music discovery plays a much larger part for listeners who spend most of their time with Internet-only radio than it does for AM/FM streaming.
* Internet-only fans spend a greater percentage of their weekly listening (18%) on a mobile device than AM/FM listeners. (8%).