The 826 million hours of online radio listening Triton Digital Media tallied in September is 20% more than January's total. And while listening to broadcast radio simulcast online is indeed growing, it's the huge gains made by Pandora (and, to a much lesser extent, other "pureplay" Internet radio outlets) that's powering that growth.
As a matter of fact, two years ago, 70% of online listening Triton measured was credited to simulcast streams of broadcast radio. As of September's numbers, it's online-only radio that accounts for 70%. During those two years, Pandora saw its AQH (note: we're switching here to the AQH number) more than quintuple from 147,673 in September, 2009 (Mo-Su 6a-12M) to 752,816 in September, 2011.
[Take a look at the chart on the right. The "outlier" is Pandora. A larger and easier-to-read-sized graph is here. Also, see RAIN's coverage of the September 2011 Triton Digital Webcast Metrics ratings here.]
Triton Digital COO Mike Agovino
thinks pureplay outlets that allow the listener to influence the music they hear have a clear advantage
over basic online simulcasts here. "The broadcast simulcast model does not translate online, where you have so much choice, so much less clutter and the opportunity to customize the experience," Agovino explained, as reported by Inside Radio
today. "Broadcasters need to look at how to take the best of their brand experience over the air... and combine it with more choice, less clutter
and the ability to customize the content
And, like most things
, the best time for broadcasters to start enhancing their online offerings would be "now." Inside Radio
writes, "Depending on the market and demographic, the online audience can represent 3%-10% of overall listening
for a radio station, Triton says. The company expects that percentage to hit an inflection point within the next 12-18 months with a double-digit percentage of demographics under 40 that will fuel more growth
for the space."
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