Research: Online Radio Languishing Compared With Web Video
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Radio’s Rajar measuring group is nothing if not optimistic. After surveying just 977 people, who have already told it they listen to online radio, it concludes…
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—“One third (33.9 percent) of the UK’s adult population (15+), or 17.4 million people, claim to have ever listened to the radio via the internet.” That’s a mighty big extrapolation from such a small sample, but is only 2.9 percent up from last year.
—“This includes 16.2 million listening live and 13.9 million listening at a later time using Listen Again services.”
But the added listening options are not growing radio use much - 74 percent of Listen Again listeners said they’re not listening to any more radio as a result of the time-shifting facility.
Rajar is also still surveying on “podcasts”, which at this point should perhaps have sunk in to a general on-demand category…
—Supposedly, 8.1 million people have downloaded one - only 3.8 percent up from last year.
—But only 24 percent of people ever find the time to listen to the podcasts they download.
Compare all this with UK online video views, which rocketed 47 percent between April last year and this, according to comScore, and it’s clear radio isn’t benefiting from the same web effects that are revolutionising TV viewing in the UK.
Source: Rajar’s MIDAS 5 survey.
@robertandrews
Dec 10, 2009 4:55 AM ET
Posted In: Media & Publishing, Radio, Research & Metrics, Metrics
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