Streaming extends reach of stations

This is among the key findings of RadioNext, an online survey to be released on Monday at the RAIN Summit held in conjunction with NAB Las Vegas.

Streaming adds reach to both AM and FM stations. Only 28% of online adults in North America listen weekly to AM radio over the air. However, when AM streaming is included, AM reach expands to 30%. FM streaming brings listening to the FM dial from 76% to 79% each week.

Looking specifically at Americans who have listened to AM or FM streams, nearly 6-in-10 (58%) say that they listen online because it’s more convenient to listen on their computer or that they have no AM or FM radio near their computer. Further extending reach, 21% of AM/FM streamers say they stream because of problems receiving their favorite local station in the buildings where they work or live.

Meanwhile, streaming also provides a springboard for listener engagement and interactivity with the station’s website. Of those Americans who stream AM or FM, 22% say they listen online so they can check the station’s website while they are listening.

Weekly listening to AM/FM streams roughly equals that of Internet-only radio. RadioNext estimates total weekly listening to online streams of AM or FM stations at 9% of North American adults, while 10% listen to Internet-only radio each week.

In all, RadioNext estimates that 15% of the 18+ population of both Canada and the U.S. listen to some form of online radio each week—whether AM or FM streaming or Internet-only radio. Have an opinion on this article? Post your comment below.

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