US online radio rises

11:32 | Wednesday February 3, 2010

The company has also forecast that the online listening audience will grow to 77m by 2015. These figures include internet-only radio services such as Pandora as well as AM/FM simulcast streams.

The headline findings are as follows:

- 84% of those polled say they regularly listen for a minimum of five minutes to AM/FM simulcast streams in an average week

- 62% regularly listen to at least five minutes a week of internet-only streams

- AM/FM simulcast streaming on average generates 2.5 hours of listening per day

- Web-only streaming on average generates 1.4 hours of listening per day

- Web-only streams are perceived by listeners to be more ‘adventurous’ and provide a better specialist and discovery offering than terrestrial radio

President of Bridge Ratings Dave Van Dyke says, "One recommendation for traditional radio coming from this study is to develop alternate streams and on-demand streams that offer content different from their simulcast versions. This is an idea that isn't new, but few traditional stations take advantage of this opportunity or are not approaching development of these alternative channels in the right way. Their brand power is an advantage they have over their Internet-only brethren and alternative streams can off-set future attrition if programmed and promoted effectively."

Satellite radio is also growing in the US, with Sirius XM adding 257,000 new subscribers in Q4 2009. It now has 18.8m subscribers and growth in the last quarter was the highest since Q3 2008.

Last month, Bridge Ratings issued a report into Pandora listeners. The main findings of that study are as follows:

- 88% of those using Pandora for six months or less were “highly satisfied” with the service

- 0% were “disappointed”

- For those using the service for three or more years, 48% were “highly satisfied” while 10% were “disappointed”

- 40% described it as “excellent” as they like to hear new artists and songs

- 29% felt it was “OK” but featured too many unfamiliar songs and artists

- 31% said they liked discovering new music but listen longer when they are familiar with the artists