In a surprising new study by Edison Research data suggests that radio – online, satellite and traditional – is actually more popular in the US than ever before. Most business and industry analysts have been predicting the absolute demise of the audio medium for years.
With streaming music services seeing high growth in user base and premium subscriptions, it’s hard to imagine a future where radio has a significant influence in popular culture. And although advertising revenue has declined 3% and radio doesn’t carry the influence it once did, the study data shows it’s not only still here, but thriving.
According to Music3Point0.com:
According to data from Edison Research, the percentage of Americans 12 years of age or older who have listened to online radio in the past month rose again from 53% in 2015 to 57%.
Sirius XM reported an increase in subscribers in 2015 to 29.6 million, up from 27.3 million in 2014. As of January 2016, 37% of U.S. adult cellphone owners have listened to online radio in the car. That is…about six times the share (6%) who had done so in 2010.
91% of Americans ages 12 and older, according to Nielsen’s RADAR study [listened to AM/FM radio]…
What does this mean for those in music? While focusing on marketing through social media and now streaming services (playlists, etc.) is an important part of an overall strategy, radio – all forms – should not be ignored completely.