Bouvard Highlights “Share of Ear” Findings

Cumulus exec comments on Edison Research study
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Americans’ time spent listening to purchased music is down; YouTube beats Pandora for the title of “Number One Audio Streaming Service”; and AM/FM radio continues to dominate TSL.

Those are among the takeaways from an Edison Research study done in the third quarter of 2016, as discussed a blog post byPierre Bouvard, chief insights officer of broadcast owner Cumulus and its syndication arm Westwood One.

He noted that the share of American audio time spent to “owned” music has dropped from 15.1% last year to 13.8%, and says the reason could be consumers switching to rented content from sources like Spotify and away from sources like CDs.

He noted that Pandora’s audience shares are “stagnant” while on-demand services YouTube and Spotify have seen audiences surge. However, since Spotify’s early 2016 growth, audience increases has become more tempered, according to the Q3 findings. Meanwhile, listening to Apple Music has shrunk steadily.

Bouvard notes that despite a growth in streaming options, AM and FM radio still dominate the overall time spent listening to music, saying, “AM/FM shares are 14x bigger than Spotify and 8x bigger than Pandora.”

Read the blog post.

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