Bridge Ratings: Broadcast Stations Are Losing Share Online

Bridge Ratings has released some new research that uses AndoMedia’s Webcast Metrics data to show patterns in Internet radio listening behavior. Here are some highlights:

  • Listening to Internet radio is up 23%. That’s based on the number of average active sessions that AndoMedia sees in its top 20 ranker, from November 2009 to June 2010.
  • Broadcast stations’ streams as a share of overall listening to Internet radio are shrinking. In November, streaming broadcast stations owned 65% of listening to the top 20, in June, that number was down to 51%, barely beating Internet only stations’ share which was 49%. Pandora‘s share grew 67% from November 2009 to June 2010.

This trend is a reversal of listening behavior, according to Bridge Ratings, who released a study earlier this year indicating that online listeners preferred broadcast streams. Now, according to Bridge, a change in behavior is underway. Listeners prefer interactive options with their online listening, and are more satisfied with online stations.

Bridge now predicts, based on its proprietary predictive analysis (not on actual field data) that if “terrestrially delivered content opportunities don’t change AM/FM simulcast primaries (those who spend more of their on-line time listening to terrestrial simulcast content) will shrink to 50% by 2014.”

This is not new, but very true information that shoots another warning across the bow for broadcasters who have been thinking that there is any value at all to simply simulcasting their content online. Efforts to change the AFTRA issue to make it easier to simulcast are a waste of time. Arguments that they can then get credit from Arbitron for simulcasting are short sighted. Listeners will listen online, and if they don’t like what their station is streaming, they’ll choose something else.

This is a must read study…

2 responses

  1. Another reason why lobbying to add FM chips into cellphones misses the point.

    Reach isn’t what the problem is for Broadcast stations. The problem is the product they offer, and the quality thereof.

  2. This is another reason why HD isn’t relevant, more format choices isn’t what listeners want.

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