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Tuesday, May 31, 2011

Report: Continued Growth Predicted For Online Radio

44% Of Web Users Listen Monthly To Online Radio

Radio is now an interactive medium, engaging millions of consumers online and via mobile devices every week. Thanks to saturation levels of broadband and internet access, consumers’ tastes in music, news, talk and entertainment can be satisfied by a plethora of radio stations and streams on all manner of devices.

eMarketer.com estimates 37.5% of US internet users ages 12 and up will listen to internet radio—including online streaming of terrestrial broadcasts and online-only radio stations—or podcasts at least weekly this year. On a monthly basis, 44.3% of web users will tune in to online radio.

“For marketers, the rise of Pandora and the expansion of terrestrial audiences into online channels is good news,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report, “The Internet Radio Audience: Personalized, Mobile and Targetable.” “But it may take some time before these new services and technologies have enough scale to warrant attention.”

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