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Digital Audio Consumption Growth Lifts Radio’s Boat

Jacobs Media TechSurvey11 points to YouTube, Netflix growth bigger than Pandora, Spotify for radio users

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From Boomers to Millennials, digital audio consumption is growing.

This year, there’s a “steady drumbeat of digital growth in all directions,” as radio listeners enjoy more options, according to Jacobs Media President Fred Jacobs.

“The good news is that consumers continue to strongly listen to radio as the media landscape continues to expand,” says Jacobs, referring to results from the company’s TechSurvey11.

TS11 illustrates the growing influence of television and video on radio. The ways in which consumers watch their favorite shows, series, and streaming videos is a major trend in this study. “From smart TVs, to strong weekly usage for brands like Netflix and YouTube, the signs for a movement to more on-demand programming are clear,” says Jacobs.

YouTube (53%) and Netflix (34%) are bigger with radio listeners than Pandora (30%) and Spotify (10%), according to the findings. Two-thirds of respondents stream video weekly or more often; nearly 6 in 10 stream audio at least weekly — this underscores streaming as a growing media activity, according to Jacobs Media.

More than 90% of the 40,000+ respondents spend at least one hour a day with radio and/or television.