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Radio News: Listening to radio via webstreams grow

Apr 26, 2022 11:33 pm

Susan Ashworth reports for Radio World that a new study by Nielsen shows many people listening to AM or FM stations in the United States are tuning in webstreams, rather than terrestrial signals. Streaming now represents 12 percent of total AM/FM radio listening of individuals aged 25-54, up from 9.2 percent in August 2021. In the pre-internet age, only people who lived near a radio station could listen, but now anyone in the world can hear a streaming station. But the Nielsen report showed that the majority of the AM/FM radio streaming audience resides in the home market. “Marketers can purchase time on AM/FM radio station streams knowing most of the audience is from that home market,” said Pierre Bouvard, chief insights officer at Cumulus Media | Westwood One. At 83 percent, sports radio had the lowest percentage of streaming listeners who lived away from the station's tower site, perhaps as fans of the local team who now live elsewhere. Radio listeners in the northeastern United States are more likely to listen to their hometown station's online than western residents, the survey also showed.