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Online Radio Listenership Triples

Online Radio Listenership Triples

Twenty percent of Americans have listened to online radio stations, an increase from just 6% 2 years ago, according to a new study by Arbitron/Edison Media Research.
One quarter of all Americans have listened to Internet audio – Internet-only audio channels’ listenership combined with those who have listened to radio stations online – or about 57 million people.
“Webcasting is rapidly approaching critical mass as evidenced by the growing number of people listening to audio and video online,” said Bill Rose, GM/VP, Arbitron Internet Services.
34 million Americans or about 15%, have watched online video, according to the study.
Rose said station Web sites “should look more like MTV than the New York Times.”
The full study is due to be released Sept. 21 at the NAB Radio Show.
Laura Dely