Bridge Updates ‘Streamies’

Bridge Ratings released an updated study of U.S. “Streamies,” individuals age 12 and over who spend time on the Internet listening and/or viewing streaming content.
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Bridge Ratings released an updated study of U.S. “Streamies,” individuals age 12 and over who spend time on the Internet listening and/or viewing streaming content.

The previous study in 2003 reflected early-stage behavior of this online population, which now totals 47 percent of the U.S. population who have ever streamed audio or video.

Eighty-four percent of Americans surveyed now have Internet access, an increase of 25 percent from 2003.

Other facts from the announcement: 33 percent of adults 35-44 have streamed compared to 20 percent of teens; 46 percent of Americans have streamed audio or video, up from 38 percent in 2003 (Bridge notes that YouTube and MySpace are responsible for a significant portion of this increase); men now out-stream women vs. the 2003 balance which was closer to 50/50.

The company found that “Streamies” not only discover more new music on the Internet than their counterparts, but they tend to purchase the new music; and Streamies spend 30 minutes more per day listening to online audio than they did a year ago.

“The study also confirms that the more often one spends streaming video or audio on the Internet, the less time is spent with traditional media - radio specifically,” said Dave Van Dyke of Bridge Ratings. “In fact, traditional radio is impacted more seriously by Internet streaming than traditional television viewing. Radio’s continued advancement into the world of online simulcast and custom channels can reduce attrition among this valuable group of consumers.”

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