For the naysayer who doubted the ability of Pandora and other web radio “stations” to grab audience from “traditional radio,” this data should get your attention:
…analysis of Arbitron ratings among the A18-34 demo (shows that) Pandora’s AQH is now higher than any terrestrial radio station in all of the five-largest U.S. radio markets.
From personal observation, I’m not surprised. To see that “AQH” (Arbitron’s measure of the average number of individuals listening to a station during any given 15-minute segment) I recall a conversation a few years back with one college student I knew, in which he revealed that Pandora is the only radio he listened to at the time. “Regular” radio just wasn’t reaching him. Then or now, apparently. From the above stat, it seems he is STILL only listening to Pandora.
Contrasted with a dismissal of online radio, I also remember the fear that some broadcasters had several years ago as web radio was just taking off. They rightfully were concerned about listener erosion. I challenged those I spoke with to concentrate on doing what they did better than any online station: provide localized service, “superserve” their existing audience and remain the trusted, “first source,” local provider of music (and/or information). I’ve not checked lately to see how those stations are doing, but if they didn’t heed my advice (which admittedly was not altogether uncommon, nor terribly revelatory), their fears are perhaps being realized.
Bottom line, I like Pandora. It isn’t “DJ-hosted” radio, but for the music I want, and the new music I want to learn about, Pandora does a pretty good job of keeping my attention.
Other services: Not so much. With all the hoopla about it, I’ve tried Spotify, but so far don’t find it convenient enough – for free. Maybe the paid service is good…but I can’t – won’t – go there. I just don’t want to pay for my radio. I’ll take the ads Pandora includes in the free stream. I’ll skip the “premium” services.
“Radio is radio” observed Pandora founder Tim Westergren.
I think he is right. Radio is…lots of things. It is companionship. It is information. It is entertainment. It is…free.
Things have changed since I first started on-air. with LPs, 45s, carts, and a bit of dead air. Online changes everything. Except, it would seem, radio listening habits. Most people in the U.S. still listen to radio. Its just that more and more are listening online. That isn’t bad. It just is.
I hope that terrestrial broadcasters are coming to terms with the new reality, that they are either cultivating an online-savvy audience, or they risk losing sharing their audience all-too-soon. I’m not giving up on radio. I’ll continue to punch buttons on my daily commute. And I’ll still listen to online radio stations at my desk. Because radio is radio.
