Forty Five percent of Americans now listen to online radio occasionally, at least once a month, according to the newly updated Infinite Dial Study by Arbitron and Edison Research. That translates to 120 million Americans, and it’s a number that grew 6% over last year. The weekly number – Americans that listened to online radio weekly – grew 4% to 33% and roughly 86 million.
What’s more, those weekly listeners reported spending an average of 12 hours a week listening to radio online. Arbitron defines online radio as listening to AM/FM radio stations online and/or listening to audio content available only on the Internet – a definition that I concur with, since I think that’s how consumers define it.
But here’s the big news of the study: Consumers reported spending more than two hours more listening online than they did a year ago! Weekly listeners spend an average of 12 hours a week listening to online radio, versus close to ten hours last year.
The Infinite Dial Study is the best comprehensive snapshot of the growth of online listening. Arbitron and Edison Research have been updating this yearly study for more than ten years, providing the industry with cold hard data chronicling the growth of listening online. Arbitron VP Bill Rose and Edison Research President Larry Rosin will present their study at the upcoming RAIN Summit West on this Sunday April 7th. Hope to see you there!