RAIN 8/23: Study shows Net radio trumps AM/FM among "Millennials" (ages 16-34)
·Aug 23, 06:34 AM
SEVENTY PERCENT OF MILLENNIALS HAVE SAMPLED NET RADIOA Kansas City-based marketing agency study of “Millennials” (aged 16 to 34) reveals 28.5% of them say they “usually” or “always” listen to Internet radio — compared to 25.9% when it comes to local radio.
Only three in ten Millennials say they have never listen to Internet radio.
The marketing agency behind the study, Barkley, polled nearly 3,900 Millennials and more than 1,100 35-74 year-olds, and Inside Radio reported on the study. [Note: We’re not certain what the “frequency” terms, like “usually” and “always” specifically mean for the purposes of this study.]
Jeff Fromm is Barkley SVP. He commented on the Millennials’ habits, “It’s not that they’ve given up on TV or radio, it’s that… Millennnials do things on their own terms. They’re willing to cut out the traditional ways of consuming media so they go online for music, but they want to customize their experience… It’s not that they’ve given things up, it’s that they’ve adapted new habits.”
Inside Radio instructively points out that the Millennials generation is larger than the Baby Boomers (those born 1946-1964) and three times bigger than Generation X (generally, those born in the late ’60s through the late ’70s).
Subscribe to Inside Radio here.
TO FILL VOID LEFT BY DEPARTING AOL RADIO, CBS’S RADIO.COM TO ADD 50 NET-ONLY STREAMSCBS will reportedly add 50 new Internet-only music streams to its Radio.com platform in September, after webcaster AOL Radio moves its streams to Slacker.com (for background on this, see our reporting from June here).
Inside Radio reports today, “the new CBS stations will cover multiple genres, including pop, rock, R&B, hip-hop, jazz, country, blues, alternative, new age, reggae, dance, Christian, gospel, Latin and classic hits.”
After a three-year partnership in which it made their 250 or so of its streams available to CBS Radio’s online listeners, AOL Radio announced in June that, beginning in September, it would be “powered by” personalizable web radio service Slacker.
CBS Radio’s Interactive Music Group “ported over personalization capabilities from Last.fm to its Radio.com player in June,” continues Inside Radio. “And it’s been working for over a year on a realignment strategy to more closely integrate Radio.com, Last.fm and MP3.com, the three pieces that comprise the Interactive Music Group’s digital music portfolio.”
Again, you can subscribe to Inside Radio here.
RAIN INTERNET RADIO AWARDS FINALISTS: BEST STREAMING BROADCAST STATIONRAIN Summit Chicago, September 13th, will conclude with our presentation of the 2nd Annual RAIN Internet Radio Awards. This week, we’re announcing the finalists in each category (yesterday, we announced the Best Overall Digital Strategy finalists, here).
The Best Streaming Broadcast Station recognizes the AM or FM broadcaster that has executed the best streaming strategy. Judges may consider ways that the station has extended and enhanced its brand through the use of online streaming. 1500 ESPN/Twin Cities won the award last year. This year’s finalists for the category, all of which are music stations, include:
You should sample the streams of these quality broadcasters yourself. If nothing else, you’ll get a sense of how tough a job our judges will have! We’ll announce more finalists tomorrow in RAIN.
KATZ 360 LAUNCHES WEB AD-BUYING PLATFORMKatz Media Group’s digital division, Katz 360, has launched an online paltform for advertisers to buy placements on radio, TV and newspaper websites. The service is called Katz 360 Local Media and Radio Ink has more coverage here.
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