Despite buzz around streaming video, streaming audio reaches far and away more Americans weekly

Monday, 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.

Triton's Reynolds finds a happy spot between info scarcity and overload

Thursday, June 7, 2012 - 11:40am

Triton Digital EVP Patrick Reynolds has a column in an upcoming issue of MediaPost's Media Magazine on the "pendulum swinging back" away from our current state of media and social overload.

Not long ago, Reynolds describes, you read a paper, listened to a handful of radio stations, watched a couple TV channels. Digital technology in the form of streaming enterainment options and social media soon made your options -- and info intake -- explode. "You're choking on all your choice," he writes.

"There’s a place between state-controlled and anarchy. New curation services are killing off the first-gen open spigots in favor of Intelligent Design of information flow," Reynolds explains. It's about "fewer trusted resources doing more...

"Spotify is adding more 'stations,' so you don’t have to do all the programming. Google has got its arms around all the information in the known world and has organized it so you can access it (whether or not you know how to spell or type) effortlessly. Next it will begin to parse it out to you before you know you need it in digestible nuggets that won’t give you heartburn. Sit back. Relax." 

Radio critics decry "the same 20 songs, over and over." But does "10 million tracks" serve anyone any better? Go ahead, give your customers the mountain, because you can do it now, and they expect it. But you need to give them a good map to the mountain pass too.

Read Reynolds' column in MediaPost here.

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