NPR Streaming: Total Listening Hours Up, But Cume Drops

Mulder

NPR Dir./User Experience and Analytics STEVE MULDER has posted his analysis of public radio streaming, and he says, "I have good news and I have bad news: Looking across the entire system, our station streaming is growing, but our audience isn't."

MULDER's analysis of TRITON DIGITAL data for 173 station streams shows total listening numbers up 9% year-to-year in third quarter but that cume is down 5% in the same period, the numbers being consistent with SPRING's analysis.

"While it's terrific that our existing audience is streaming a bit more often, it's worrisome that we're not seeing real audience growth, especially given all the research that shows listening is shifting more and more to digital." MULDER noted.  He pointed out that news is growing 13% while music is up only 2% in total listening hours, but cume for news is flat and down 12% for music.  He also said that streams from large stations are showing much slower growth than those for others, and streaming via station websites are up 41% and smartphone streaming via those sites is up 108% but that streaming via TUNEIN has "leveled off."

Read MULDER's analysis here.

« see more Net News