Integr8 Research Reveals Radio's Potential 'Spotify-Slayer' - Personalities, New Music

Potential 'Spotify-Slayer'

INTEGR8 RESEARCH STUDY is releasing the final blog of its five-part study, “The ALEXA Effect: How Radio Can Thrive in a Connected World,” tracking the consumption habits of 6,240 15-39-year-old contemporary music listeners. 

“The Spotify-Slaying Weapon Radio Isn’t Using” post reveals radio has lost its leading role in new music discovery among three crucial groups: 1) teenagers; 2) connected car owners; 3) on-demand users. Among 15-19-year-old listeners, local FM radio stations now trail both on-demand audio services and YOUTUBE for the place to hear new music first. Local FM stations are now tied with on-demand audio services with connected car owners. The study also points out the rapid growth of on-demand audio services, with 63% of 15-39-year-old listeners now using on-demand audio regularly. 

Still, according to INEGR8 Research Pres. MATT BAILEY, radio has a weapon SPOTIFY will never have -- personality. He believes the difference-maker for radio’s relevance in the new music discovery battle is fought behind the microphone. 

“While PPM showed some listeners will turn away when they hear a new song they don’t know, keeping in touch with new music is a key reason listeners say they tune in to contemporary radio in the first place," BAILEY said. "Our personalities -- and the context and passion they add to new songs -- are the pivotal weapon to defend our new music discovery role.”

This new study, conducted in late 2018, takes a look at changing trends since 2017’s “ALEXA and the Vanishing AM/FM Radio.” 

INTEGR8 RESEARCH will host a webinar to review and discuss all the findings on WEDNESDAY, APRIL 17th at 2p (ET)/11a (PT). Registration is open here.

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