Americans’ connection to local radio runs deep, and now more than ever, fans are streaming their favorite stations online. Thanks to digital technology, audiences can tune in anywhere, anytime, and on any device, broadening access and expanding listening choices.
According to Edison Research, AM/FM radio is the most popular audio platform, with 69% of time spent listening to local broadcast radio. Among those audiences, 13% of time listening occurred on AM/FM streaming, up 9% from four years ago.
And while many of the most popular AM/FM stations are available for online listening, fans listen differently than traditional over-the-air broadcasts. Technology is driving listeners’ behaviors and offers access to stations nationwide.
Let’s dig into some notable insights:
Tech Opens New Ways to Listen
Smart technology allows fans to stream from smart speakers, computers, tablets, smartphones — and any other connected device. Increasingly, audiences are using smart speakers like Alexa and Google Home to play online radio, a shift from several years ago when desktop computers were the predominant device.
At Federated Media, we’re seeing that shift with our stations. Among our digital listeners, smartphones account for 46% of listening, while smart speakers represent 27% and computers account for 21%. That’s a dramatic shift from 10 years ago, when desktop and laptops represented more than 60% of usage.
Among smart speakers, the majority of our listeners tune in via Amazon Alexa, followed by Sonos and Google. On smartphones, listening is evenly split between Android and iPhones.
Grab Multitasking Listeners
As new devices expand how fans access local radio, it frees them to multitask listening with other activities. A sports fan can follow the big game while watching their daughter’s soccer practice or a music lover can stream Hot AC while mowing the lawn. That flexibility opens new opportunities for listening to favorite stations – and exploring new ones.
Expand Location Accessibility
Radio fans are devoted to their favorite hosts, DJs and personalities. Over-the-air broadcasts are limited to where a broadcast signal can reach, while online radio enables fans to take hometown stations anywhere. When Fort Wayne and South Bend locals move across the state — or to another part of the country — digital streaming extends their access.
You can attract new audiences as well: Digital also enables curious listeners to discover new radio stations beyond their hometowns, increasing overall audiences.
Fans Can Listen on Their Schedule
While over-the-air radio follows a set schedule, online radio is an on-demand option. Fans can tune in on their schedule — and advertisers can be assured that their streaming ads only play when someone is listening. With so many stations at their disposal, they also have a vast menu of livestreaming options at their fingertips.
The Bottom Line:
These options are fueling online radio’s growth. At Federated Media, some of our most popular radio stations also have huge online followings. WOWO, our beloved news and sports talk station, is the most streamed station, followed by fan favorites such as country station WBYT “B100” in South Bend; rock station WBYR “The Bear” in Fort Wayne; WRBR “103.9 The Bear” active rock South Bend; country station WQHK “K105” in Fort Wayne; and pop and rock WMEE “97.3 WMEE” in Fort Wayne.
Ready to learn how streaming radio can expand your audience and attract new customers? Our Federated Media marketing specialists can help design a custom campaign for your business that reaches digital listeners across Indiana on any device. Contact us today to learn more.
