Pandora has given RAIN News a first look at its 2018 Definitive Guide to Audio, a report on the state of the industry with some statistics on terrestrial radio, streaming music, and podcasts.
It’s a collection of data points and research that creates a narrative showing streaming audio in a positive light. But it also does present some of the pain points facing broadcast in particular as audio consumption changes.
The key points Pandora laid out for AM/FM radio are decreased time spent listening to broadcast and an aging audience. The report says that daily time spent listening to AM/FM has dropped by 34% between 2007 and 2017. That’s a comparison between 2007 data from Arbitron Radio Today and the Q1 2017 Nielsen Total Audience Report. Edison’s Q2 2017 Share of Ear research also provides the basis for claims that radio is dominated by an aging audience, showing that half of AM/FM’s time spent listening done by people aged 52 and up.
The most compelling data points center around radio’s popularity in cars. Based on data from Edison’s Share of Ear, radio is seeing a decreasing share of daily time spent with audio in newer makes. For model years 2000-2004, AM/FM has 83% of the listening, but that share drops to 54% in model years 2015-2017. The report cited the presence of satellite radio and streaming options in the latest makes as possible reasons for the declining share.
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