2/11/13: Study shows audio (including radio) "king of streaming media"

Paul Maloney
February 11, 2013 - 12:15pm

While streaming video content is a hot topic, its reach among all adult age groups in the U.S. is dwarfed by streaming audio and radio content.

As you can see from the chart, 40% of 18-24s listen to streaming audio or radio weekly. That reach falls as subjects age, but is still a strong 1 in 4 35-54s.

Obviously, streaming audio is technically easier (with a lower bandwidth requirement). It's easier to enjoy audio on mobile platforms and while driving. And as MediaPost points out, "Radio and any other kind of streaming can be done on the computer while working on the same device -- whether for the purpose of providing background music, sports commentary or other forms of talk-based content."

Consultant Mark Ramsey commented, "For anyone who continues to chirp that 'Pandora is not radio,' I suggest you tell that to the advertiser who sees up to 40% reach on an ad-supported audio platform."

The study was conducted by USA TouchPoints. Read more in MediaPost here and Mark Ramsey here.

Paul Maloney
February 11, 2013 - 12:15pm

While Pandora's 1.39 billion hours of listening last month is 47% higher than January 2012 (952 million), it's exactly what they reported for December, making it a rare report of anything other than explosive growth for the leading webcaster.

In fact, Pandora reports slightly fewer "active listeners" in January, 65.6 million, than in December, 67.1 million. That's still 38% higher than in January 2012 (47.6 million).

Pandora's self-reported "share of total U.S. radio listening" did increase last month, from 7.19% in December to 8.03%, an indication that radio listening across platforms is down in January.

See last month's coverage of Pandora listening here.

Paul Maloney
February 11, 2013 - 12:15pm

With a new update to its iPhone/iPad/iPod Touch app, Stitcher has launched its new "Topic Search" feature, which allows users to discover and search "trending topics" across more than 15-thousand talk radio shows and podcasts.

The Stitcher app delivers personalized news, sports, talk, and non-music entertainment audio on-demand, directly to mobile devices.

"Listeners will now be able to easily discover topic based audio at their fingertips, across a vast range of sources and episodes," said Noah Shanok, CEO of Stitcher. "We see this as part of our mission to further the evolution of radio by making it more relevant and accessible than ever."

Stitcher has also given its Android app a complete redesign, with better Google integration and content discovery.

Read more on the app updates in Stitcher's press release here and in PCMag.com here.