The audience for Internet radio grew 27 percent year over
year, as the on-demand music audience increased by 18 percent. As Internet
radio and on-demand listening has risen, the number of consumers who reported
listening to music on CDs dropped 16 percent, while the music audience for
AM/FM radio fell 4 percent, and the number of consumers listening to digital
downloads declined 2 percent.
“Although AM/FM radio remains America’s favorite
music-listening choice, the basket of Internet radio and streaming services
that are available today have, on the whole, replaced CDs for second place,”
said Russ Crupnick, senior vice president of industry analysis at NPD. “We
expect this pattern to continue, as consumers become more comfortable with ownership
defined as a playlist, rather than as a physical CD or digital file.”
NPD’s “Music Acquisition Monitor” revealed that since 2009
the percentage of Pandora users who also listened to AM/FM radio declined by 10
percentage points, those listening to CDs on a non-computer device fell 21
percentage points, and listening to digital music files on portable music
players also dropped 21 points. Part of these declines can be attributed to the
fact that 34 percent of Pandora users are now listening to music on the service
in their cars -- either connecting through an in-car appliance, or listening
via car-stereo-connected smartphones or other personal listening devices.
Although listening to music on YouTube and VEVO generally
appeals to a younger audience, NPD noted similar changes in traditional
patterns among these users, since 2009. Among YouTube and VEVO users, CD
listening on players and in cars dropped 22 percentage points, listening to
digital files on portable players declined 17 points, and listening to AM/FM
radio fell 12 points.
Consumers who listened to music on Pandora, VEVO, and
YouTube also noted a significant positive effect on their overall discovery and
rediscovery of music. In fact 64 percent of these services’ users reported
rediscovering older music, and 51 percent were learning about new music. “AM/FM
radio has traditionally played a significant role in helping consumers learn
about new music from well known artists, as well as finding new ones; however,
Pandora and other music services are an increasingly important part of the
music-discovery process.”
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