eMarketer: Over 44% Of Web Users Tune In To Online Radio
May 31, 2011 at 6:20 AM (PT)
In a new survey, eMARKETER estimates "37.5% of U.S. Internet users ages 12 and up will listen to Internet radio -- including online streaming of terrestrial broadcasts and online-only radio stations -- or podcasts at least weekly this year. On a monthly basis, 44.3% of web users will tune in to online radio."
"For marketers, the rise of PANDORA and the expansion of terrestrial audiences into online channels is good news," said eMARKETER Senior Analyst and author of the new report, LISA E. PHILLIPS. "But it may take some time before these new services and technologies have enough scale to warrant attention."
eMARKETER forecasts that "$15.7 billion in ad spending will flow to over-the-air radio stations in 2011, up 2.5% over 2010 ad spending on the medium. Online stations are projected to take in $800 million in ad spending in 2011, representing 27.4% growth compared with 2010. Looking ahead to 2015, over-the-air stations will reach $17.2 billion in ad spending, up 9.6% from 2011, while ad spending with Internet radio pure plays will double, to $1.6 billion."