Internet radio listenership on the up

The new semi-annual study from Bridge Ratings & Research indicates the number of monthly Internet radio listeners in the USA has jumped 26% over last year and has increased to 72 million monthly listeners from 45 million at the end of 2005.

In 2005, weekly Internet radio listening was at 15% of the U.S. population 12 and over. This new study shows that as of January 2007 that figure increased 26% to 19% of all persons 12 and older. This translates to 57 million listening to Internet Radio on a weekly basis.

Last year's study revealed that 16% of those on-line had listened to an AM/FM simulcast on the Internet. This study, completed in January 2007 with a sample of 3000 persons 12+, showed 21% having had listened to an AM/FM simulcast in the last 30 days.

Most listened to Internet radio networks:

1. AOL's On-line radio Network 15.25 Hrs per week
2. Yahoo Music 10.25 hrs per week
3. Live 365 10.6 hours per week
4. Clear Channel Online Music & Radio 9.4 hours per week

Internet radio facts:

• Internet radio listening is primarily a work-hour phenomenon, with 75% of all on-line listening occurring between 5 a.m. Pacific and 5 p.m. Pacific. This is down from 81% in 2005. Increased at-home listening grew to 25% 5 a.m to 5 p.m. and 79% 7 p.m - midnight Monday through Friday.
• 15% of the week's listening took place over the weekend.
• 35% of Internet radio listeners were between the ages of 25 and 34. 60% were younger than 35, 33% were younger than 25, and 5% were older than 55.
• In 2005 75% of listeners were men; 25% were women. By the end of 2006 60% were men.

The study makes no mention of howlisteners are tuning in, but it is more than likely that listening via the PC still dominates. Future studies may well start to differentiate between those still tied to their computers and those using standalone WiFi radios.