Skip to main content

Why U.S. Broadcast Radio Use is in a Decline


If you really like banal auto dealership commercials, then you would enjoy the typical American broadcast radio station. However, eMarketer reports that a recent Edison Research study highlights the trends in media usage among U.S. teens and young adults -- the results aren't encouraging for legacy marketers.

Waking up to the radio was a routine for this young demographic a decade ago, but usage has sharply declined. Also, as many young people have reduced their traditional media use, the Internet has replaced much of that activity.

The trend is apparent in total time spent with various media. In 2000, teens and young adults were spending close to 2 hours and 45 minutes listening to broadcast radio each day. By 2010 it had fallen to an hour and a half.

In contrast, time spent online had risen from an hour a day to almost 3 hours.

Alternative music listening services have also emerged. In 2010, 36 percent of consumers surveyed by Bridge Ratings ages 12 and over had listened to online music services in the past week -- 17 percent had listened to a podcast.

Pandora is leading among the online music services, according to online listeners surveyed in March this year. Pandora was cited as the favorite by 27 percent, and 42 percent had listened in the past year. No other service had more than a single-digit response.

The ability to skip songs and fewer commercials were the top benefits cited by Pandora listeners. It is obvious, to everyone but traditional media advertisers, that the absence of banal commercials online are considered a major bonus by all consumers.

Popular posts from this blog

Why GenAI Investment will Double in 2024

In 2024, every business can be a technology-driven business. The quest for business technology leadership skills, and digital transformation, will gain new momentum as more organizations seek ways to drive net-new digital growth. Large enterprises will invest more than $19.4 billion worldwide in Generative Artificial Intelligence (GenAI) solutions in 2023, according to the latest market study by International Data Corporation (IDC). This spending, which includes GenAI software as well as related infrastructure hardware and IT or business services, is expected to more than double in 2024 and reach $151.1 billion in 2027 -- that's with a compound annual growth rate (CAGR) of 86.1 percent over the 2023-2027 forecast period. Artificial Intelligence Market Development Despite the recent IT headwinds in 2023, business leaders accelerated their exploration of GenAI solutions to help boost their digital business transformation. "In 2024, the shift to AI everywhere will enter a critic