Report: NextRadio Doubles Traditional Radio TSL

Average station listening sessions on the NextRadio smartphone app have grown to 20 minutes, nearly double that of traditional over-the-air listening, according to new data from NextRadio developer Emmis Communications.

That compares to the average traditional radio listening session of 10.3 minutes, according to Nielsen, and 8.9 minutes in streaming music apps, per Appfigures.

InsideRadio reports average NextRadio station listening sessions go as high as 21 minutes during weekdays. Emmis pointed to two other data points that it said proves that “FM in smartphones is the future of radio listening.” Namely, Nielsen data that shows 36% of consumers in the U.S. listen to music through their smartphone and research showing music apps are the 3rd fastest growing app category.

“Double the listening in NextRadio provides broadcasters with a great message to share with advertisers on the value of offering an enhanced ad on NextRadio,” NextRadio president Paul Brenner said in a statement.