Radio’s Streaming Disruption How Streaming And Smartphones Disrupt Radio Audiences
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The 20,000 Foot View
Along with TV, radio is one of the most pervasive media platforms on the planet. It is also still one of the key drivers of music discovery. But things are changing. Historically Radio broadcasters had their audiences protected in the safe confines of dedicated devices and direct competition was thin on the ground. But audiences now have choice and spend progressively more of their entertainment time on multifunction devices. Audience segments that have until now been considered bastions of radio listening, such as the in-car and at-work are being swamped by an influx of streaming services via technologies such as smartphones, tablets and interactive dashboards. The trend is particularly pronounced among younger consumers, with penetration rates and listening time in decline. The impact on the global radio market will be vast and broadcasters will need to up the innovation ante to keep pace.
Key Findings
- In a of years smartphone penetration is higher than regular radio listening to
- Even though time among younger audiences may declining, audience penetration still outstrips audio across all ages
- Radio and have opposite demographic adoption, radio increasing with age and streaming
- Audiences under under average radio listening penetration, over average streaming penetration
- Under are likely to listen to radio most likely to stream music
- Audiences over over average listening penetration, but average streaming penetration
- Digital radio strategies of traditional broadcasters are globally
- Radio will on to its global dominance years yet but disruption will
Companiesmentioned in this report: Apple, YouTube, Pandora, BBC,Slacker