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TS11: YouTube, Netflix Bigger with Radio Listeners


In Jacobs Media's new web study of radio listeners, the big story is the changing media landscape, and the growth of media brands and platforms. The media habits of 13 format core audiences along with four generations are examined in this mega-survey of radio listeners. One of the key differences in this year's analysis is the addition of a new "Brand/Platform Pyramid" that details how radio listeners use services that range from YouTube to Netflix to SiriusXM to Spotify.

As Jacobs Media President Fred Jacobs points out, "Every year when we sit down to analyze the data, we're in search of "the one big thing" that impacts radio. This year the story is different - there's a steady drumbeat of digital growth in all directions, as radio listeners enjoy a widening array of options. The good news is that consumers continue to strongly listen to radio as the media landscape continues to expand."

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 seem to be clear.

Jacobs continued, "Our original Media Usage Pyramid was getting crowded because of the expansion of media gadgets, channels, and platforms. Now we have an additional pyramid that focuses on brands to help programmers, marketers, and strategists better understand how and where their listeners are spending their time."

This year's Media Usage Pyramid found that more than 90% of respondents spend at least one hour a day with radio and/or television, the foundation of this pyramid. Other highlights include:

  • More than 8 in 10 respondents now own a smartphone and more than 6 in 10 now have a tablet - mobile continues to grow year after year
  • Two-thirds stream video weekly or more often; nearly 6 in 10 stream audio at least weekly - this underscores streaming as a growing media activity
  • Four in ten now have a Smart TV - and television plays a major role in TS11
  • Just over one-fifth have downloaded/listened to a podcast within the past month
  • Nearly one-fifth own a "connected car"
  • And at the top of this pyramid, 2% own a smartwatch - the survey was fielded prior to the Apple Watch announcement
This year's first "Brand/Platform Pyramid" allows broadcasters to get more granular with their audiences, identifying key brands they use. For each of the brands and platforms, this pyramid shows weekly usage (with the exception of broadcast radio which is one hour/day or more, and SiriusXM which is subscribership/free trial).

The highlights from the new pyramid include:

  • Seven in 10 use Facebook at least weekly, making it the dominant social media platform About one-fifth spend time on Twitter, Instagram, and LinkedIn weekly or more often
  • A majority now watches a YouTube video at least weekly, while just over one-third connect with Netflix at least once during a 7-day period
  • Overall, 3 in 10 go to Pandora on a weekly basis or more often, while nearly one-fifth use iHeart Radio at that same frequency
  • One in 10 uses Spotify at least weekly
Both the "Media Usage Pyramid" and the "Brand Platform Pyramid" are available by format, gender, and generation, making them useful tools in better understanding how radio listeners are expanding their horizons. Techsurvey11 was powered by NuVoodoo who provided analytical and platform support.

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