Study: Pureplay Streamers Versus Radio's 15-24 Demo Who 's Winning?
March 1, 2017
More consumers aged 15-24 now cume pureplay music streamers like Pandora and Spotify than listen to AM/FM radio during the week, according to the Alan Burns and Associates/Strategic Solutions Research study of 2000 Top 40 and AC listeners. Data to be released tomorrow in the companies’ “Deep Dive into Top 40 and Hot AC” show the weekly cume ratings at 92% for radio and 96% for pureplays among the youngest consumers.
“15 to 24-year-olds are extremely mobile-centric,” notes Strategic EVP Hal Rood, “and every smartphone can pull in a pureplay from the internet, but far fewer phones are radio-enabled. So the internet is closer at hand than radio much of the time. Yet those same 15-24-year-olds spend much more time listening to radio than to streaming music. While half (49%) of them spend three or more hours a day with radio, just over a quarter (28%) of them spend that much time with pureplays.”
“Also, 15 to 24-year-olds who cume both radio and pureplays express much greater affection for radio than the streamers,” added Burns Associates Pres/CEO Alan Burns. “52% said they loved their favorite radio station, compared with 34% for Pandora and 35% for Spotify. Given their time spent listening to the medium and their affection for it, radio still dominates with 15-24s.”
Tomorrow’s free webinar in the “What Women Want-2017” series will take a close look at both Top 40 and Hot AC formats – who their most important listeners are, what drives higher TSL with them, their top artists and music style preferences, their content desires in the morning, and propensity to wear a meter or keep a diary in a ratings survey. You can register for the series of 30-minute presentations by clicking here: What Women Want 2017 Webinar or the What Women Want icons at www.burnsradio.com or www.strategicsolutionsresearch.com.