Mobile was the fastest growing segment of streaming audio consumption in the March 2013 ranker just released by Triton Digital. Mobile listening accounted for 56% of all audio consumption in March 2012. According to the report, we have crossed the threshold where over half of all listening is consumed on mobile devices.
In March 2013, Pandora began capping mobile listening at 40 hours per month. As a result, we see a 3% drop in mobile listening for Pandora during the Monday through Sunday 6:00am to midnight daypart from March to February. During the same time period, we see a 23% increase in Pureplay mobile listening and a 5% increase in listening to AM/FM streams.
Slacker meanwhile picked up 18% during the February to March period, which could be a result of the capping by Pandora. In mid February Slacker launched a new interface with more personalized tuning options, as well as a tv ad campaign aimed directly at Pandora, which was timed perfectly with Pandora’s decision to cap mobile listening at 40 hours per month.
RAIN: Radio and Internet Newsletter points out that “While Pandora did slip 4% overall from February, its AAS is still 39% more than 12 months ago. Among broadcast streamers, Univision had a strong March (up 22%), as did the NPR Member Stations group (up 16%).” Read more of their analysis here.
While these numbers refer to US listening, streaming audio measurement, as well as Mobile streaming strategies, will be panel topics at our upcoming RAIN Summit Europe in Brussels two weeks from today. Hope to see you there!