Online radio reaches 33 million Americans per week

The annual Infinite Dial 2008: Radio’s Digital Platforms put out by Arbitron and Edison Media Research, estimates 33 million Americans 12+ listen to a radio station over the Internet during an average week – up from 29 million listeners one year ago.  There is also a strong connection between online radio listening and social networking sites according to the study.

13% of Americans 12+ (an estimated 33 million people) listened to online radio in the past week; an increase of two percentage points from January.

While 24% of all Americans age 12+ have a profile on a social networking Web site such as MySpace, Facebook or Linked-In, 63% of online radio listeners have a profile on sites such as these.

One-third of online radio listeners with a social network profile visit their social networking site nearly every day or several times per day.

The top social networking Web sites among online radio listeners are MySpace and the business professional networking service Linked-In.  28% of online radio listeners have a MySpace page, while 24% have a profile on Linked-In.

RBR/TVBR observation: Habits are changing and digital is the key factor not just for radio success but for all media success. It would be beneficial to read again what RBR learned at the recent 4A's, that is where you money is - see Digital reality check in the report - Week of learning and planning, Take it to the streets and engage into the digital business. Snooze you lose. Digital changes everything.
  Have an opinion on this article? Post your comment below.

Tweet